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 pushing the shopper decision making in categories such as finance services, healthcare, alcoholic drinks, tobacco, automotive and consumer goods.
Last year, developed our own War Games Workshop for the key local allied of Heineken and Molson—Coors Brewing groups; the key difference was the designed board game which visualize to every talent in the workshop the exercise (no matter the professional or generational gap). Now the Workshop was recognized globally for Geometry Global, and some clients as Twitter Latam and British American Tobacco will implement it.
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"