Co-owner and Creative Director, Inbrax, Chile
Pancho González is a co-owner and creative director at the Chilean agency Inbrax, with many years’ experience in developing local and global advertising campaigns. He received his professional training at the University of Santiago in Chile and holds an MBA from the Berlin School at Steinbeis University in Germany. Pancho is also actively involved in the development of the region’s industry: he sits on the board of directors and serves as vice-president of IAB Chile, is a member of the Icare expert council, and sits on the board of directors of the Chilean Chamber of Creative Business.
Throughout his career, Pancho and his agency have won over 300 international and national awards, including Cannes Lions, D&AD, The One Show, LIA, Effie, Clio and the Webby Awards. The Creativepool platform has ranked him among the Top 25 Chief Creative Officers worldwide (Worldwide CCO) and the Top 100 industry influencers (2024–2025). Furthermore, he has been recognised as the number one copywriter in Chile’s history by Lürzer’s Archive, and under his leadership, the Inbrax agency has repeatedly been named ‘Agency of the Year’ at the WINA and TopFICE festivals.
Pancho has a wealth of judging experience: he has judged entries at the Cannes Lions (2007–2021), Clio, D&AD, One Show, New York Festivals, ADC, Dubai Lynx and Effie festivals, and has chaired the juries for the AME Awards, The Drum and WINA. He has given lectures in more than 17 countries around the world (including Russia), teaches on MBA programmes at the Miami Ad School and the University of Santiago, acts as a mentor for creative platforms and hosts the industry podcast #IABDigitalTalks.