Hello, I’m Antoaneta Metchanova. I help brands (re)discover their voice, clarify their direction, and turn complexity into impact - because the worst fate for a brand is to be perfectly forgettable.

With over 15 years of executive leadership experience, I deliver strategy, creative direction, and multi-market campaigns across global brands and independent ventures. I have walked happily through Ogilvy, BBDO, and Publicis, partnering with ambitious brands and turning ideas into work that drives real results.

Early in my career, I conceived and shaped the creative platform for Louis Vuitton’s Core Values campaign, developing the idea from concept to execution - a global initiative that became one of modern advertising’s longest-running brand platforms and set a benchmark I carry into every project, even in less structured or resource-constrained environments.

While in San Francisco at Publicis & Hal Riney, I helped secure the HP global account. Later, in New York, I was on the core creative team contributing to IBM’s unprecedented pivot from technology leader to human-centered business consultancy, helping define a new narrative and global positioning. These experiences reinforced my ability to drive strategic transformation across industries.

At Publicis, I helped secure global accounts including Cadillac and Montblanc, contributing to the transformation of Publicis Luxe into the world’s largest luxury network.

Through my consultancy, La Maison Hush Hush, I lead campaigns and initiatives for 30+ international clients across luxury, technology, consumer, and lifestyle sectors, aligning strategy, teams, and execution to deliver measurable results. I also mentor new talent with leading creative institutions, supporting the next generation of creative leaders.

I collaborate with photographers, directors, musicians, designers, and artisans across every medium - from classic storytelling to immersive, multi-platform experiences. My work has earned 100+ industry awards, but recognition matters only when it confirms a story has landed authentically.

Curiosity and adaptability are constant companions. I thrive on challenging assumptions, driving growth, and creating work that is remembered.

I believe that good work is seen, and great work is felt.