JWT (Marketing and Advertising) ////
Responsible for brand building and giving direction to client’s portfolio with communications and marketing strategies as well as strategic planning to provide brand value and positioning in consumer’s mind for a long term. Lead the development of creative ideas to differentiate our communication from the rest of the category to increase client goals like sales growth and brand recognition. Lead cross-functional team members including digital, BTL, ATL, CRM and creative teams for planning, executing and pushing creative multichannel campaigns. Provide senior management interphase with clients as well as analyze and detect business opportunities to increase both client’s and Agency’s business. Accounts: CPG Brands like Coca-Cola (Powerade and Ciel), Johnson & Johnson (Lubriderm), Nestlé (La Lechera, Carnation, Media Crema Nestlé, and Premium and Mainstream Chocolates, as well as, Ice Cream Products), Telecom Brand, Telmex (Infinitum). Achievements: • Developed a new strategy for a more than 80 years old brand in Mexico, Nestlé “Carnation”, that had a formerly decline in sales and new users because of changes in young women cooking habits. It consisted in changing the perception of a boring and complicated cuisine to a simple and quick one through a new campaign showing a renovated and actual brand. YoY sales growth showed a 125% increase in two months; exceeding expectations. • Crafted a series of studies like “U&A” for Carlos V (formerly had a SOM loss for 10 years by losing relevance among kids), integrating a new brand positioning for Carlos V “allows you to enjoy your childhood so that you continue to play“ the brand achieve the best results for Nestlé of the TVC among kids and parents, increasing in four months 1% SOM.
LG Electronics (Consumer Electronics) // - desde 3/2008//
Responsible for planning, coordinating, and purchasing ATL media for the mobile cell, appliances, and electronics categories, as well as, penetration, sales and ROI for the categories. Executed advertising campaigns, communication strategies, and product portfolio distribution, created and executed product launching and BTL activities (activations, retail, distributors, marketing plan, administration and distribution of advertising budget, 360º strategies, benchmarking, creativity coordination, institutional branding, and management of advertising and media agencies (Mindshare, JWT, Y&R, and Publicis). Member of the jury for the EFFIEs awards in Mexico 2007. Achievements: • Launched the “Chocolate” model cell phone (LG had a low performance in Mexico), developing the brand concept, planning media, and implementing/creating the communication strategy. Positioned the brand in the “Premium” segment with a third rank in sales with Telcel, six months following launching. • Launched the “Shine” model cell phone, reaching a 23% SOM and positioning LG as second supplier for Telcel behind Nokia; knocking down Motorola. • Introduced the “Scarlet” LCD television in Mexico, planning media and communication strategies, negotiating exhibitions with an innovative design, emphasizing better design and megahertz, implementing a strategy in pay television and sponsorships in sport segments. Generated, in four months, sales of USD$5MM.
Grey Group (Marketing and Advertising) // - desde 12/2005//
Responsible for launching new products. Defined media strategies (PR/BTL/ATL/Internet). Executed marketing intelligence studies. Brands: P&G (corporate campaign), Abbot Laboratories (PediaSure, Ensure, and PediaLyte), and Novartis (Cibavision, Fresh Look, and Color Blends). Achievements: • Relaunched “Ensure” in a first mass communication, changing, in six months, positioning from adults with terminal problems to adults who want a better lifestyle and health. • Crafted promotions and BTL activities for Novartis “Color Blends” contact lenses, easing the product availability to the target market (C+, C, D, and NSE) and increasing sales 30%.
JWT (Marketing and Advertising) // - desde 2/2005//
Responsible for drafting communication strategies, creative briefs, end user promotions, and character development (Cornelio & Melvin Character Book). Coordinated direct communication with brand managers and groupers and executed market intelligence studies. Accounts: Kellogg´s (Special K, Extra, Corn Flakes, Bread Crum, Corn Pops, Choco Krispis, Choco Milk, and Corporate Projects). Achievements: • Launched the “Extra” cereal for Kellogg´s in the Mexican market. Implemented summer challenges for “Special K” with a “Cornelio & Melvin Character Book” in four countries in Latin America.