Luis Giordano is a CPA with 20 years of experience in the advertising industry, having worked at Starcom Mediavest Group as Regional CFO for Latin America and before that as local CFO at Starcom MediaVest Group and Leo Burnett, both in Argentina.
Before entering the advertising industry, Luis worked in audit at Coopers & Lybrand (now PwC) and internal audit at McDonald´s in Argentina.
Luis speaks Spanish (native), English and Portuguese and has conducted contract compliance audits in most markets in Latam, including Brazil.
Luis’s background and approach
Here’s a recent interview with Luis to give you a little more background on who he is and what makes him tick.
What prompted you to start contract compliance auditing advertising and media agencies?
As Regional CFO, I oversaw many financial audits from different clients in most of the 15 markets I was responsible for. I am sure that none of the audit firms gave added value to their clients and no one talked about transparency. The auditors didn´t ask the right questions, nor did they deal with the important issues, basically because they didn´t know how the advertising and media industry worked. For this reason, I decided to work in this area knowing that there is a lot of work to do in Latin America in terms of financial compliance audits and specifically transparency issues.
How have your previous experiences in business helped you at Financial Progression?
I think that every job that I’ve had in my professional career has been key to help me at Financial Progression. Processes, procedures, analysis and internal controls learnt at Coopers & Lybrand (PwC) are four critical pillars, to which I would add my experience in senior finance positions in advertising and media agencies.
Which part of your work gives you the greatest sense of achievement?
There are many parts which give me a feeling of achievement and if I had to choose one that gives me great satisfaction it’s when I interact with agencies and their management feels that I’m working on improving their relationship with the client, making them feel confident and collaborative, rather than being there to make them look bad in front of the client and feel under pressure and defensive.
How would people describe you?
I think people would describe me as a team player, professional, ethical, and business oriented.
What motivates you to do what you do?
The combination of 1) bringing to bear all my experience in the audit work we do, 2) knowing that agencies in Latin America have not been properly audited before, and 3) working with Adrian Jenkins, as I know how he thinks and how he works. And last but not least, being part of the Financial Progression audit team motivates me to move forward every day in the growth path of Financial Progression, both regionally and globally.
What can you be found doing when you’re not at work?
When I am not working, I spend a lot of time with my family and friends: both are very important for me. I like sports and enjoy riding my motorcycle at weekends.