Won $20M Colgate-Palmolive media buying business in Mexico. Colgate-Palmolive was an FCB/Mexico client, but not for media. To gain this assignment, I gathered support of leading media vendors, made inroads among Brand Managers via small projects and worked with their in-house media director to increase confidence in agency. Obtained buying assignment four months ahead of schedule.
Revised L’Oreal Plenitude launch bundle, achieving 19% market share first year. L’Oreal, an FCB/Mexico client wanted to use its conventional international bundle to launch Plenitude. I suggested that we redefine the target demographics to reflect the reality of the market. We switched the budget from print to TV and ran series of advertorials in key magazines. The successful launch caused adoption by client as standard launch bundle.
Created and implemented Theory of Everything (TOE) to global success. FCB lacked an adequate international planning process to coordinate media and creative strategies. Created process that inverted usual funnel and guided the strategies from sales objectives to messaging. Adopted in Latin America, Asia and South Africa and by Nabisco, SC Johnson and other clients.
Exceeded Porsche sales and branding goals in Latin America. GrupoUno Miami client sought successful launch of Cayenne. Shifted budget from 100% print to 100% digital reflecting real consumer insights. Created “Cayenne Club Miami” to extend brand experience and completely trump other luxury brands by providing exclusive rentals of a Cayenne S Turbo to Latin America Porsche-club members traveling to Miami. Achieved 100% of yearly sales goals by July.
Innovated Consumer Insights via a unique strategic planning/business development tool for Latin America. With FCB, worked on the creation of a 100% mathematically-driven cluster database. Worked with Millward Brown to use their TGI Latin America database. Used regression analysis on 245.1 million data points to develop “Constellations” in Latin America. Integrated the study back into the TGI software and implemented in Brazil, Argentina, Mexico and Puerto Rico. Only agency to have its own private research integrated into TGI database.
Consumer Insight – First Latin American agency to sign a regional agreement with TGI. The agreement gave every agency full access to both, its local information and pan-regional information. Not only had this never been done, it gave smaller offices, where no local TGI information was available, the possibility of creating consumer insights for its planning and creative processes where none had been possible before.
Redirected DIRECTV Mas budget, meeting sales goals and lowering costs. Due to a series of market conditions (Census, World Cup, Mid-term Elections) DMG Solutions faced an inability to obtain 65% of TV inventory needed to sustain call volume. Moved 1/3 of budget to digital and mobile. Made CPC and per-call deals. Created an SMS campaign with live links to call center. Restructured radio ads, eliminating a multitude of individual phone numbers and substituting them by text messaging. Met $150M sales goal. Lowered TV cost/call from $100 per call to $40.
Relaunched Sprite in Argentina, boosting sales 30% month-over-month. McCann-Erickson Argentina client, Coca-Cola, sought relaunch of Sprite. We created promotion with well-known star and integrated it into fabric of the program by making Sprite a part of the story and backing it with a contest that referred to the program. Initial sales spike remained at that level for duration of the program.
Turned around FCB/Mexico, jumping from #17 to #7 in one year. FCB/Mexico went through its worse period as the CEO lost 18 of 24 clients previously gained via acquisition and then departed without an exit plan. As part of a 3-person management team, reached out to US counterparts for contacts with US-bound clients opening in Mexico. Created very agile, street-wise business pitches. Landed Levi’s, Nike and Nestlé’s accounts.
Grew stagnant technology company Latin America sales twenty-fold. GrupoUno client, Kingston Technology, targeted only electronic trade to sell its USB drives. However, sales were stagnant. Created ambitious marketing and media plan to target end consumers using mass media as a result of real market conditions and consumer insights. Catapulted sales to 5 million units first year. Ad budget increased from $250K to $4.3mm in one year.
Revised conventional demographic and media targets, winning Food Lion account. Siboney/USA was invited to pitch a Hispanic program to one of largest supermarket chains in the Carolinas. Used consumer insights to establish importance of single male shoppers. Directed budget to mobile and web, allowing customized messaging. Food Lion was the first account Siboney/USA had won in over 2 years.
Innovation – Created a multi-platform media mixer for FCB Latin America which was implemented in every country. The software homogenized targets, used local R&F curves and local universes to create TRP’s, impressions, multimedia reach, frequency and quintile frequency distribution. When planning costs were added, returned CPM, CPP, total plan media allocations.
Changed media buying habits in global markets, solidifying Nabisco account. FCB Worldwide had never done global results analysis for any client. Pulled sales, share and media information from 13 countries in key Latin America, Asia and Europe for Nabisco. Developed media strategic, planning and buying Best Practices/benchmarks which were then presented directly to CEO Jim Kilts and adopted on a worldwide basis.
Created third-largest media buying club in Colombia. FCB Worldwide wanted to create buying unit in Colombia, where agency lacked volume to attract big rebates. Joined with Publicis, Saatchi and REP/Grey and created Massive Media. Joint volume increased rebates from 3% to 7% for FCB Colombia within first year.
Innovation – Designed the first fully integrated media software for FCB (Advance) which took media from strategic parameters, through planning, buying, post-buy analysis and billings. Increased the efficiency of media departments and reduced errors considerably. Implemented in Mexico and another 6 countries.
Multiplied conversion ratio by 5X. Iffective client, Bancaso, a payday loan company in the West Coast originally had a 2.6% conversion ratio. Rewriting Call-Center scripts, redoing the TV commercials, reaching agreements with several radio networks in addition to TV, increased conversion ratio from 2.6% to 12.% in 6 weeks.
From zero to 40,000 visitors per month for Equifax. A Montaño + Salup client, Equifax needed to get U.S. Hispanics to understand the importance of credit reports and sign up for a subscription product. Using 100% digital (desktop and mobile) we delivered 40,000 visitors per month to their website.
Discovered multiple sources of revenue for De la Hoya TV – An Iffective client, De la Hoya TV hired us as a Project CMO to outline its marketing strategy and discover new sources of revenue. Iffective discovered about 10 incremental sources (in addition to Distribution and Ad Sales) and outlined a strategy to implement them in stages.
Innovation – Created a “Total Market Planner” for MGS Comm – An Iffective client, MGS asked us to create a tool that would allow media planners not only to see total DMA impression delivery by ethnic group, but to modify the delivery simply and quickly. Our final tool used local Nielsen data and was able to deliver not only impressions, but also R/F using standardized curves and CPP/CPM using specific client planning costs.
Consumer Insight – Created online surveys that gave HOLA!TV actionable insights to compete in the market. Iffective client, HOLA!TV, did not have almost any audience information except for rudimentary figures from a non-accredited service in Argentina. We created a series of online surveys supported by social media and TV which gave them a wealth of insights that we then developed into presentations to significantly increased their sales.
High Stakes Negotiations including:
- World Cup 1986 for Coca Cola (Broadcast)
- Grand Prix Formula 1 Mexico for Good Year (Broadcast)
- World Cup 1986 for Camel (Broadcast)
- World Cup 1994 for MasterCard (Cable)
- Dozens of other negotiations including several Copa Libertadores, three Miami Grand Prix, several Rio Fashion Week, Oscars, Grammy Awards and more