I’ve been given a dream job: to transform the creative culture of a large multi-national company. 8 years and 1 merge later, Geometry is today arguably the largest and most awarded brand activation network. And I like to believe that I played a critical role.
From my position in Asia Pacific, I’ve contributed passionately to the global creative agenda. Many initiatives that I’ve started in this region have been reshaping our work and our positioning.
I’ve developed a creative approach that blends behavioural science, traditional storytelling and technology to create unique brand experiences that drive conversion. It combines my life-long interest in human nature, my traditional brand and advertising upbringing and my new-found skills for today’s hyper-connected and complex world.
Projects
- Say it with ChocolateThe project started as a conventional tactical brief: ‘We want to sell more of our plain chocolate bars’. We turned into a more interesting and strategic problem: How could we transform an infrequent purchase for one person into a sought-after gifting occasion for many? This campaign embodies most of my beliefs on how to create a brand experience that drives conversion, not just awareness. It leverages human behaviour to maximise impulse purchase and basket size. It disrupts, surprises and del
Work history
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Regional Executive Creative DirectorGeometry Asia Pacific
SingaporeFull Time
I moved to Singapore to advance the creative transformation of the company, now called Geometry (after a successful merge between OgilvyAction and G2 in 2013). Over the years I played an active role developing the new brand and culture. Most notably, I’ve created a unique brainstorming platform called Pivotal Ideas, aiming to incorporate behavioural sciences in our creative process. Personally I’ve became more entrepreneurial and deepen my experience in omni-channel integration. Our offices kept raising the bar too: As a result of their improved work, new business and awards wins, we’ve been chosen Campaign Asia’s Agency Specialist Network of the Year in 2014, and Dragons of Asia Network of the Year in 2016, 2017 and 2018.
Skills
- Brand Activation
- Activation
- Experiental Marketing
- Shopper Marketing
- Brand Building
- Creative Concept
- Advertising
- Strategic Planning
- Creative Direction
- Brand Experience
Education
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Bachelor of Science in Communication Sciences (Advertising & PR)Universidad del Salvador
- Buenos Aires, Argentina
Awards
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