The Corners Project show

One key thing to get done before the World Cup was holding The Corners Project show. So we joined forces with The Street is in the House and from May 14th to the 28th opened our own GuerrillArt Gallery in the Lower East Side.

The excuse? celebrate the launch of my book and Carlo's presence at ICFF.


Though it would have been very nice to have you over during those few days, here's your second chance to see more on this project.

Bradesco

A lot of work this Spring with One Digital on Bradesco's credit card business.

Keen on maintaining its track record of technological innovation, Bradesco (until 2009 the largest bank of the Southern Hemisphere) invited us to help organize its portfolio and boost the NPD pipeline with radical approaches that take advantage of the growing importance of mobile money, e-commerce and an increasingly competitive marketplace.

Stay tune for news on how we are helping Bradesco re-define methods of payment in one of the world's most dynamic markets.

Cadillac

Nothing like ending the year with the rush of a good pitch: last December I had the chance to help BBH New York compete for the Cadillac business, personally focusing on the unique language of Luxury.
Some of the insights from that work can be found here and here though the most satisfying news came on January 8, when the WSJ announced: "BBH was awarded the Cadillac business for their combination of passion for the Cadillac brand, deep insight into the luxury automotive target customer and outstanding creativity".

Puma

How do you go up against two giants that outspend you 10 to 1?

On behalf of Puma -sponsors of the 2006 world champions and over half of African teams- Syrup NYC asked me to identify a positioning and develop a creative brand strategy Puma's football and rugby businesses.

The opportunity was golden but not short of challenges: Nike and adidas have consistently outspent us and would put all their might behind world cup efforts.

We needed a clear, ownable positioning that would lend itself to spread like wildfire as guerrilla and viral marketing if we were to take a shot at the big guys.

After weeks of analysis and interviews it dawned on me that by glorifying Hard Work, Training and the importance of Winning, Nike and Adidas were actually fighting for a very similar emotion: DUTY.

Crucially, we learned in research that for players such discipline is no more than just the cost of entry for any competitive sport.

Based on this insight, Puma's history and our understanding of the Beautiful Game, we decided then to focus on the one thing that makes all the difference when everything is said and done:

We chose to celebrate LOVE.

This strategy laid the ground for a highly successful campaign that won gold in Cannes 2010 and at some point generated more buzz than adidas (the event's official sponsor).

This is how Droga5 executed the strategy:

And Syrup's take on the same strategy:

Pernod Ricard, 2006-2008

TBWA\BAI, new york

- Co-lead global brand architecture of Chivas Regal, Jameson Irish Whiskey and Seagram's gin

- Helped make Jameson the fastest growing spirit in the US (28% growth in 2008 vs 2007) by curating its premium yet relaxed positioning in a market defined either by cheap whiskey served as shots or snifters of expensive single malts.

- Refined the agency’s and Client's understanding of the meaning of Being Black in America, helping Seagram's Gin become one of Brandweek's Super Brands of 2007

- Lead the crusade for weaving these brands into popular culture, beyond conventional media: 3 years before anyone had avatars orl MadMen versions of themselves on Facebook, offered digitally enhanced portraits to anyone submitting their picture by phone or online, along with a chance to be featured on actual Seagram's billboards in their area.

American Express, 2006

Ogilvy, new york

- Wrote "the difference it makes" strategy that was used around the world and across media platforms to promote the benefits of various amex products ("are you.... or are you a cardmember?")

- Helped take the iconic “My Life My Card” campaign internationally, laying the foundations for the work used in Mexico and Australia among other major markets.

Intel, 2002-2006

Euro RSCG, new york

- helped position and launch the Centrino brand (world’s first wireless microprocessor)

- pioneered prosumer research as a way to understand and forecast market trends

- improved Client perception of Agency’s role and capabilities by providing alternative, faster, better and cheaper ways to get consumer insights around the world

Samsung, Compaq 2000-2002

FCB, new york

- original member of FCB's first planning team

- helped Jonathan Daly win the Samsung global AOR business and re-positioning Compaq globally, with focus on first generation internet products (iPaq internet terminals, blackberry and MP3 players)

- lead US strategy for Tropicana