WHO I AM?
I am a father of a family who seeks family dreams day by day, I am a cook of personal brands.
WHO AM I AS A PROFESSIONAL?
Experienced creative director with a proven track record of working in the marketing and advertising industry. Expert in digital strategy, branding, integrated marketing, advertising and concept development. Strong consulting professional graduated from the Institute of Arts in Medellin, Antioquia, Colombia.
MY PROFESSIONAL PROFILE
Publicist, I have been in the world of marketing and communication for more than 19 years, my beginnings were focused on creative issues and specifically on art direction, I worked in 6 agencies, I started one in the city of Medellin, Colombia ( 180º Publicidad), there I did my internships and started in the world of work, then I went to 4 international agencies such as: DDB Colombia Medellín, Sancho BBDO in Bogotá, Ogilvy & Mother Colombia and LOWE/SSP3 (Today Mullenlowe SSP3 also in Bogotá, Colombia). In all of these, contributing my creativity and knowledge from the creative direction and from the art direction, thus achieving various national and international recognitions, allowing the agencies to grow in new businesses and in their creative reputation, in the last agency in The one I was in was an enterprise, today very successful, with a presence in 2 countries and 3 cities, it's called Basic Advertising. As a bet on the family future, I decided to close these cycles and create in 2018 an agency specialized in Personal Brands (CYB COOKING YOUR BRAND), a company in which I currently serve as CEO and consultant.
WORK EXPERIENCE
Advertiser
CEO AND OWNER, CYB COOKING YOUR BRAND
September 2018 - Up to the present.
In CYB Cooking Your Brand, as the creator, he participated as the protagonist of everything the company has done since 2018, from its creation of a business model, to the attention, creation and execution of the clients for whom we have worked, among whom are The following personal brands stand out: Andrés Giraldo (Provócame), Catalina Gonzalez (Catamaryoga), Laura Herrera (GroWin), Ani Mesa (Artista, El Árbol del Magnolio), Pettra Partners (Desarrollo Inmobiliario), Asis Glamping, among others.
PARTNER, DIRECTOR OF CONTENT AND DIRECTOR OF OWN PRODUCTS, AT THE AGENCY BÁSICA
January 2012 - August 2018
This was the last agency and my last job, of which I was also a partner, I developed in the direction, in the strategic and operational management of the account of the number 1 soccer team in Colombia, ATLÉTICO NACIONAL from Medellín, leading a strategy for its audience of more than 9 million followers throughout its digital ecosystem. Being in Básica I was able to collaborate in the strategies of different commercial brands, among which the following stand out:
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GRUPO NUTRESA: I participated in one of the largest augmented reality cases in Latin America for its sustainability campaign.
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FAMILIA: Led the creative process of launching the new digital presence of the FAMILIA brand with its (V.O.D Video On Demand), FAMILIAPLAY.
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HUEVOS KIKES relaunch and change of brand image.
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UNICENTRO MEDELLÍN: brand image change.
GROUP CREATIVE DIRECTOR AND SR ART DIRECTOR, LOWE-SSP3 HOY MULLEN LOWE SSP3.
January 2008 - January 2012.
Group Creative Director, jointly in charge with other directors, we were responsible for more than 10 people who served the following clients: Bavaria SAB MILLER your brand: Pony Malta, Pony Malta Mini and Maltizz, UNILEVER: AXE, Rexona Men, FAB, Lavomatic, Rexona Woman, COLSUBSIDIO, MSD (Merck Sharp & Dohme), AC Arturo Calle, AeroRepública, Frisby, Harinera del Valle (Pastas la muñeca), El Museo Nacional de Colombia, among other. There I participated in specific campaigns of other brands, such as the important case of the change of name of the beer PILSEN a PAISA in the framework of the flower fair. I participated in the launch for Colombia of the Auto Mazda 2, being a great success story at the EFFIE festival. I was part of the team that changed the image of the newspaper El Espectador. Additionally, I participated in the renewal of the image of Pony Malta and was part of the launch for Bavaria SAB Miller of its new drink PonyMalta Mini.
ART DIRECTOR, OGILVY & MOTHER COLOMBIA.
December 2006 - December 2007.
At Ogilvy & Mother I started a group for the Bavaria SAB Miller launches: working for the beers: Brava, Barena, Peroni, Redd's and for some other brands such as: Coca-Cola, KIA, Dove, Unilever and Carulla.
ART DIRECTOR, SANCHO BBDO.
July 2006 - December 2006.
I worked for the Postobón brand, campaigns were developed for non-alcoholic beverages and brands such as: Postobón Institucional, Colombiana, Hit, Hit Vital, Bretaña, Agua Cristal and its image change. I participated in other campaigns for other clients such as: El Tiempo, VISA, Corona, DonJuan Magazine among others.
ART DIRECTOR, DDB COLOMBIA. DDB MEDELLIN
June 2003 - June 2006.
I was graphic creative for the exclusive group that Bancolombia had and we began the process of merging the brands: Bancolombia - Conavi - Corfinsura, we also led the most aggressive housing loan campaign that the country has had, such as the CPT (Crédito de housing for all). Some campaigns were also carried out for other accounts such as: El Museo de Antioquia, San Diego Shopping Center, EL Colombiano Newspaper, Super Bonder, Energizer, among others.
ART DIRECTOR, 180 GRADOS PUBLICIDAD.
January 2001 - June 2003.
I started as an intern after six months I was hired as a graphic creative for the brands: Cryogas, Uniremington, Pablo Tobón Uribe Hospital, DistriHogar, Coats Cadena, Corbeta, Kalley, Nova Venta (direct sales catalogues), Nacional de Cafeteros, Cámara de Comercio of Medellin, etc.
AWARDS AND HONORS
During my career I have been recognized at national and international festivals and the last two years I was chosen as a jury at the following festivals:
CHOSEN AS A JURY IS:
PHOENIX AWARDS 2022, PHOENIX AWARDS 2021, PHOENIX AWARDS 2020.
AdForum created the PHNX Awards in 2020 as a way of supporting our industry and proving that nothing can keep creativity down. Originally a one-off award, its success has led to the founding of a new player in the global awards landscape.
CANNES LIOSN 2009 (FRANCIA)
C.P.T. (Crédito de Vivienda para Todos de Bancolombia)
NEW YORK FESTIVAL. 2006 (USA)
Finalist honor in the 2006 New York Festival Televisión & Cinema Competition (International Television & Film Awards) For the work “Botero” a work created for the Bancolombia brand.
Clio Health Care. 2010, 2011 (USA)
2010 Bronze Clio Healthcare Award.
2011 Silver Clio Healthcare Award
WAVE Festival. 2010, 2011 (BRASIL)
WOMEN’S NOPIKEX, AGENCY LOWESSP3, advertiser MSD MERCK SHARP & DOME that was BRONZE on the category DESIGN 2010.
CHAMPION, agency AGENCY LOWESSP3, advertiser UNILEVER that was BRONZE on the categories RADIO, HYGIENE & BEAUTY, PERSONAL USE 2010.
FIAP. 2009 (ARGETINA)
SILVER SUN
Ojo de Iberoamérica. 2010 (ARGENTINA)
OJO CLASSIC FOR IBEROAMERICA.
Festival del Caribe. 2006, 2011 (PANAMÁ)
2 Silver, 2 Bronze Title: “Botero” “Pombo” Gabo, Artesanias de Colombia y Bancolombia
Institutional Category: Financial Services
NATIONAL AWARDS
Young Lions Colombia 2008
EFIIE Awards. 2007 y 2008
NOVA (UCEP) Awards
NOVA MEDIOS MASIVOS DE COMUNICACIÓN, SILVER, Category: NEWS PAPER.
BRONCE Category: NEWS PAPER.
OUT OF HOME OUTDOOR, SILVER, Category: Environment, built parts, 3D and floor graphics in public places.
NOVA TELEVISIÓN Y CINE, BRONZE, Category Name: SPORTS, ENTERTAINMENT AND CULTURE.
GOLD, Category: COSMETIC, ARTICLES OF PERSONAL AND PHARMACEUTICAL USE.
NOVA EXTERIOR, Prize: GOLD, Category: POSTERS POP.
2005, NOVA TELEVISION Y CINE, 2 Silver, 1 Bronze.
P&M MAGAZINE
2016 New Generation Agency. Básica Agency.
2015 Top 10 Agencies in the Best Creative Use of Media category with FAMILIAPLAY. In Básica Agency.
2014 Top 10 Agencies in the category of best creative use of media with Nutresa Augmented Reality. In Básica Agency.
P&M magazine advertising yearbooks.
OTHER SKILLS
I use some Design Thinking tools to carry out strategic planning and I mix them with some other agile methodologies.
I ALSO USE THE FOLLOWING SOFTWARE:
Aobe Illustrator, Adobe Photoshop, Adobe Bridge, Adobe Premier, Adobe inDesign, Adobe Lightroom Classic, iMovie, KeyNote, Numbers, Microsoft Power Point, Microsoft Word, Microsoft Excel, among others. Additionally, I am able to carry out strategic work from its inception to its graphic and audiovisual exemplification, since I can illustrate, take photographs, produce campaigns and concepts, even retouch images if necessary.
REFERENCES
Durante su trayectoria ha demostrado su aprendizaje en todo el proceso de comunicación y hoy en día se siente en la capacidad de liderar cualquier proceso o necesidad de marketing de principio a fin.
Se caracteriza por su creatividad y por la ejecución de las ideas, llevar del papel a la realidad una idea no es algo fácil y a él se le facilita esto, de manera oportuna y eficaz, materializando lo que se imaginó o se imaginaron sus compañeros de trabajo.
EDUCATIONAL EXPERIENCE
What I’ve Learned
Academia Superior de Artes
(IDEARTES)
Ratings (Former IDEARTES) 1999 - 2001
My education in recent times has been empirical and self-taught, for this I have taken some courses and have participated in congresses and festivals that complement my experience, I went to the Cannes festival twice, I took some LinkedIn courses and I attended the congress of Management organized by the Eafit University in Colombia, I did not finish my time at the University (Institute of Arts, today it is called the Higher Academy of Arts), my studies were interrupted since I entered the world of agencies when I was very young advertising. It was never an impediment to climb in the agencies.
"I have a dream"
Martin Luther King
CONTACT ME
Thank you for reviewing my educational background. Please get in touch to find out more.
+1 (657) 346 72 99
