I have been working in advertising for more than a decade. Below is a small sample of the work I have helped develop.

To learn about the analyses that fueled many of these cases please check the Marketing & Business Strategy section of the website.

Intent-Based Marketing

This is a pioneering approach to doing marketing for brands. It leverages the latest thinking in Behavioral Economics and uses Machine Learning technology to identify consumers’ stage in their journey to personalize experiences to what people want not just who they are. This approach has been the focus of my work for the last 4 years.

To get a glimpse of some of the research behind Intent-Based Marketing, and the research unit (The Intent Lab) that powers it, click here.

To see an analysis of the active demand in a category using the Intent-Based Marketing framework click here

Mr. “BAD LUCK” - Effie Case

This case summarizes the advertising campaign for Allstate Insurance that ran for more than 5 years winning awards and driving customers to take action. Winner of a silver Effie in 2012. The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry. The campaign was built around a deep understanding of Hispanics’ sense of fate and its effect on risk perception and risk management.

BAD LUCK in a media show - Effie Case

This case is a follow up to the “Mr. Bad Luck” campaign. In this case we brought to life the character and embedded him in a popular award show that speaks to Hispanics cultural connection with soap operas. This case demonstrates that deeply understanding people’s psychology and cultural context is key to drive positive action. Winner of a silver Effie in 2014.

#Send Bad Luck - Cannes Lions Winner

This case shows the culmination of the “Mr. Bad Luck” campaign for Allstate Insurance where social media was leveraged to drive engagement and entertain consumers while reinforcing the role of the brand in their lives. Winner of a bronze Cannes Lion in 2015 -the famous international festival of creativity.

MNT (Mexican National Team) Sponsorship
-Effie case

This case summarizes a campaign aimed at connecting with Hispanics’ passion for soccer while reinforcing Allstate Insurance’s role in their lives. Winner of a silver Effie in 2010.

MNT DIGital showcase

This video shows some of the many brand experiences I helped develop for Allstate Insurance leveraging its sponsorship of the Mexican National Team and its goalie Memo Ochoa.