EMBRACING DIVERSITY AS A DIFFERENTIATOR

I built a bespoke team of Mexican-American strategists and creatives to unlock a powerful cultural truth for Victoria beer - that for first and second generation immigrants, there’s a tension in honoring your roots and pursuing your dreams in the United States. The resulting platform, Tu Victoria Esta Aqui, is their best-testing work of all time and is delivering 40+% YOY growth.

BUILDING A NEWSROOM MENTALITY FOR CPG BRANDS

Well before the recent explosion of stunty activations and influencer-as-idea, I built a whole PR practice into our CPG client’s advertising team to drive modern, earned-first ideas that built from the brands’ DNA. The result? Billions of earned impressions, yes, but just as importantly, a re-energized client organisation who saw that ideas could go beyond spots and dots to insert their brands into culture.

UNLEASHING THE POWER OF BEHAVIORAL SCIENCE 

For Ford’s nascent self-driving business unit, I introduced our BSci practice to shape a brand narrative that married art and (behavioural) science to define a century old carmaker’s approach to the next century of automotive innovation, leading to incremental assignments across Comms & Content.