INDEPENDENT COMMUNICATIONS CONSULTANT

Over 30 years of experience as a Hispanic Creative Director and strategist allow me to serve as a valuable resource to clients in all areas of marketing communications. From advertising to social media.

 

QVALITAS MARKETING COMMUNICATIONS

A complete communications agency providing services in advertising, public relations, promotions, special events and social media. Blue chip clients: L’Oréal, Maybelline, Garnier, Johnson & Johnson, Unilever, MAPFRE

 

MAPFRE BECOMES A HOUSEHOLD NAME

Developed a multimedia campaign that allowed MAPFRE Insurance to go from very low top-of-mind awareness to being recognized everywhere just by showing its shamrock logo.

The key insight was the acceptance of an insurance company as an entity that wants the consumer to have the best luck in the world. MAPFRE being the only one with the good luck charm as its logo became “the company that insured your good luck” (even when bad things befall you, it’s good luck you are covered by MAPFRE).

 

LEARNING TO RECYCLE WITH THE GARNIER GREEN BAG FEST

Part of the team that developed the public relations initiative “Garnier Green Bag Fest”. The insight revolved around the idea that people in Puerto Rico do not recycle more because they believe it’s a hassle. We came up with a cool idea to show them it isn’t. Fill a bag with recyclable plastic and use it as your entrance ticket to a first-class concert. The initiative was tied to sales by making the bag available only through the purchase of two or more Garnier products at Walgreens.

 

THE MANY FACES OF TRAFFIC SAFETY

I was the creative director of many initiatives that addressed different aspects of traffic safety. Among them:

La Calle Grita

An art exhibit in malls throughout the Island in which caricatures from artists all over the world depicted the problem and the tragedy of driving under the influence of alcohol.

Ponte en mis Pedales

A social media effort that took advantage of the existing animosity between drivers and cyclists to promote tolerance and convey the mutual need to share the roads safely.

Villa Segura

A mobile traffic safety park where children from elementary schools could learn the basics on the subject. It featured a driving area where the children could practice in miniature cars what they had learned.

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“THE PRESENT PAINTS THE PAST WITH GOLD”

H E N R Y   R O L L I N S

 

2008

For the elections of 2008 I was Chief Strategist and Creative Director for the electoral campaign of the Puertoriqueños por Puerto Rico Party (PPR). Even though the party’s candidate for governor received a small 2.9% of the votes, the exit poll conducted by El Nuevo Día revealed that only 30% of the voters who identified themselves as members of the PPR voted for its candidate. That means that in only five months our efforts converted 10% of the total universe of voters to the new party. In 2012 two more new parties entered the fray and in 2016 candidates from parties other than the traditional NPP and PPD received a significant 20% of the total votes for governor. The ripples of our 2008 efforts still move our present.

 

1986

I was already an Associate Creative Director at an agency which was an offshoot of McCann-Erickson Puerto Rico when I was part of the team that repositioned the Medalla Beer brand. We started selling the brand not as a light beer but as one you would have because you liked it regardless of the caloric content - “Cerveza, cerveza y nada mas”. The brand that experts considered had reached a plateau because of its light characteristics began to grow and redefine the beer market on the Island. In the 90’s the team I was working with at West Indies & Grey built on that and placed Coors Light on its way to reach a whopping 50% share of market by the next decade. Today Medalla enjoys over 30% share of a market whose view of light beer started to change in 1986.