Consultan Creative Director
Posted on: 2010-11-21
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Consultant Creative Director (New York) Present
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A Uno – Steward of design and development of e-commerce website, email campaigns and PR initiatives. Present|
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Emblem – Repositioned communications brands with new image challenges. (México – U.S. – Canada) April - June 2009|
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M+V – Possess exceptional management and communication skills as well an entrepreneurial spirit. Jan – December 2009|
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Verse – Ongoing management for national and international new brand solutions. (Spain – LATAM) May - July 2009|
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Diageo – Led strategic and creative rum category brand communications ensuring understanding of new
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relevant messaging throughout all aspects of the marketing mix. (Dublin) November 2009 – June 2010|
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A.Creative Director
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UniWorld Group – WPP, Multicultural, New York August 2007 –December 2008|
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Clients: AstraZeneca’s PLATO CLINICAL TRIALS, FLOMAX, CON EDISON, HSBC, NEW YORK PUBLIC SCHOOLS, TIME WARNER CABLE, AMERICHOICE BY UNITEDHEALTHCARE, ROYAL CARIBBEAN
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- Maintained full responsibility for the creation and managing national branding campaign launching the medication FLOMAX within the Hispanic market. DTC and professional initiatives included traditional advertising, CRM, unbranded and branded communications to increase awareness among patients and physicians. \\r\\n
- Successfully crafted unique language architecture for the positioning of brand benefits while emotionally resonating with the core consumer segment. \\r\\n
- Directed recruitment and retention of multicultural creation of materials for PLATO clinical studies, part of AstraZeneca’s pipeline. The insights campaign increased enrollment by 44% among African Americans and Hispanics. \\r\\n
- Led agency to create for the New York City Public Schools a communications campaign to increase teenagers’ school attendance. \\r\\n
- Directed all Time Warner Cable “100% me” branding campaign for multicultural trendsetters: Latino youth and African Americans. Based on its success, gained participation in the development of general market TWC campaign to relaunch TWC general communication program after separation from AOL. \\r\\n
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WRITER
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Senior Copywriter
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Bromley Communications -- Publicis Group, Health Care, New York April 2006– May 2007|
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Clients: NEXIUM, ARIMIDEX, PULMICORT, EVERCARE, NESTLE WATERS
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- Developed brand architecture of Nexium “La Píldora Morada,” AstraZeneca’s leading brand, targeting the Hispanic community. \\r\\n
- Concept development of DTC advertising (TV, radio, print, collateral, CRM and online) for Nexium; campaign that helped increase awareness by 65% among Hispanics in U.S. \\r\\n
- Created AstraZeneca’s language architecture for their brands. Today, it is used across all brands to ensure brand consistency and cultural nuances. \\r\\n
- Lead the creation of patient education materials (in-office posters, brochures, DVDs) to Web sites for Pulmicort and Nexium brands. \\r\\n
- Actively participated in research, focus groups and copy testing on top USA Hispanic markets. \\r\\n
- Developed “Take life naturally” TV campaign for Nestle Waters. \\r\\n
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Freelance Creative Director
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Dinoto, New York January 2004 – February 2006|
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Clients: POISON CONTROL CENTER, EQUINOX FITNESS CLUB, VITAMIN WATER
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- Provided ongoing support for English-language campaigns adaptation targeting the Hispanic market. \\r\\n
- Created original brand campaigns and identity for a variety of products. Significantly increased brand awareness among Hispanic market for the in-strategy and in-culture approach. \\r\\n
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Creative Director
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CityTV, Colombia January – December 2003|
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- Led and managed 70+ people. Successfully launched CityTV creative, the most unique and modern Colombia television network. \\r\\n
- Strategic and creative -- directed all brand identity including design and product naming. \\r\\n
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Senior Copywriter
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McCann-Erickson, Colombia June 2000 -- December 2002|
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Clients: COCA-COLA, ARMY, CHEVROLET, GLOBAL ONE, EL TIEMPO (The Time), JOHNNIE WALKER
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- Ongoing support to launch the most technological and human-friendly products using new media technologies. \\r\\n
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Junior Copywriter
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J Walter Thompson, Colombia April 1998 – May 2000|
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Clients: AGUILA BEER, COLGATE
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- Created consumer campaigns for Colombia’s #1 beer. \\r\\n
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AWARDS\\r\\n
*Promaz, Miami U.S. Best Campaign. CityTV, EL TIEMPO. 2003
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*Nova Awards for the Colombian Advertising: PUBLICIDAD Y MERCADEO Magazine. 1999
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*Scriptwriter – Feature short Film \\\\\\\"JUEGO DE MANOS\\\\\\\". 5th place for Best Story, Rotterdam, Holland. 1998
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EDUCATION
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Various global creative seminars and strategic new initiatives using non-invasive media tools 2010
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Real State Branding and Developing Lectures – WAI, New York 2009/2010
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Philosophy. Series of lectures at NYU and Columbia University 2006/2008
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MBA, Advertising Major. University Jorge Tadeo Lozano (UJTL), Bogotá, Colombia 1994/1999
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Simultaneous courses
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Summer/fall. Architecture of branding. The European Graduate School, London 1996
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Scriptwriter. 6-months course. Gabriél G. Marquez. San Antonio de los Baños, Cuba 1994
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BA, University Jorge Tadeo Lozano (UJTL), Bogotá, Colombia 1990
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Direction. Course (4 months). National University of Colombia, Bogotá
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Film and TV editing, sound, casting, production. Colombia 1989