Jr. Brand Planner / Cultura de Marcas
In the creative planning boutique which specializes in LatAm, I learned to support brands throughout the strategy process: writing and inspired creative briefs, consumer observations, competition and conceptual category analysis - 6P’s / 4C’s - insight discovery, opening creative ways, brand development, new product concepts and ideas of activation. Some interesting projects:
- Whilpool with Ad Agency Publicis Argentina: Coordinated shopper & consumer insight teams across six countries of LatAm: Chile, Peru, Bolivia, Argentina, Guatemala and Colombia in the consumer electronics category. Included segment analysis of communication and brands, presentation of highlights and collaboration on the strategic pathways.
- Squalo with Ad Agency Creo Taller México: Conducted intuitive planning work which uncovered people’s daily rituals in the surf culture. Rethought developed strategies to make the Brand Offer update more inclusive, wearing sea philosophy to life.
- Effies Cases for Ad Agency Leo Burnett: Teamed up with creative group working on case presentations Bon o Bon in its sustained sucess category and Macherano’s Case of Fiat in its media Innovation category. Process included an intensive historical review and storytelling creation using retroplanning methodology.
Other brands worked on included: Loteria Nacional de Costa Rica, Tang de Kraft Foods, Claro de Centroamérica, MaxLite, Paladini, Natufarma, Mantecol, Sellution Miller Heiman, La Fonte de Oro, Universidad Siglo XXI, Tarjeta Su Crédito, Fiat.