Behavioral reader and brand builder with vast experience synthesizing business & communications problems through a disciplined strategic approach.
My background is fueled thanks to my early days as designer, writer & creative director, a decade guiding brand building, igniting news in digital & traditional media, as well as solving marcomms B2B challenges with Tech, Oil & Gas companies, financial services, & healthcare. I have been integrating teams around shopper in the last 5 years, "reimagining commerce" creatively in categories such as alcoholic drinks, tobacco, automotive and FMCGs.
- Brand purpose methodologies, defining long term brand purposes, aligning their core values to their actions
- Place Branding workshops, creating true paths for communities attracting investment and tourism
- Customer experience workshops, facing clients with customers along a real customer journey
4 years in a row executing a "War Game Workshop" with clients such as Heineken and Molson—Coors Brewing groups, Itaú Bank, British American Tobacco & Lifemiles; the key difference is the board game tailored designed for each client, visualizing the challenges and surprising the attendants with a twist in the middle of the session (no spoilers).
E2E strategies for real world changes
United Nations Development Programme helps communities but empowering their actual realities. Montes de Maria it represents 4000 biodiverse hectares with 50 families taking care of this beautiful area, fighting poverty afters decades of conflict. After our approach, we determined that the best solution was to connect directly farmers and chefs with an "Origin" story beyond a brand and packaging. ¿How could you leave behind the intermediaries and bring the income directly to the producer?
Creating Conversion, strengthening brands
Claro, the Telecommunications Carrier, was interested in a newly festival, strange in this strange days, an influencer festival... so we take advantage of this dubitative sponsorship and a eternal youngsters reality, they do not have money, but contacts, likes, and "friends", so we simply gave them a new currency to enter, buy and exchange with the FEST, their own popularity.
Country Brand Building
In order to develop Colombia's tourism and business opportunities, I define next to my client and team this Country Brand. I took a strategic approach which paid homage to, and was inspired by, our Literature Nobel winner's work. His particular style of "magical realism" was inspired by Colombia's unique mixture of beauty and history. This campaign is currently still running and has been translated into 5 languages.
Redefining brands trough insightful guidelines.
Reconnect with a younger audience is possible if you as a brand understand their inner motivations... as "it´s hard for them find a private space to have sex".
The Movistar Carrier was offering several Valued-Added Services including Extra Time to Call to our Mobile PrePaid users, they used a popular expression related to run out of minutes, be abandoned or betrayed: "it Left me to die". So the strategy point to "offer more from life" and the creative team cleverly show the competitor users as Zombies.
Real or not, the 2009 flu pandemic Ah1n1 was a challenging brief asking popularize basic cleaning habits. We had to inspire people to "play against the virus... avoiding the panic".
ElTiempo Newspaper, Health Insert: It would be about working out at home and we focus on a key insight: "I'll start next month, I'll start next year..."; Our purpose was to make people understand that "Sooner, rather than later, the body grows old"