¿Cuáles son las campañas de marca más impresionantes que has visto o en las que has trabajado?

The most impressive brand campaign I've seen so far is Nike. They actually stand for what they believe, their Brand Promise is their foundation and every human being with different ethnicities, races, traditions, and cultures loves Nike as they spread good values and inspiration to each and every one. It does not matter who you are or where you came from as long as you believe in yourself, that is what matters the most.

I will highlight Levis brand campaign from the 1990 made by Bartle, Bogle & Hegarty (BBH). The way they show features, values and feelings of the brand is just superb. I think many can still remember the commercials today, and think of how strong that is.

Having a clear understanding of your intention is the obvious starting point. That intention needs to be specific to truly be successful. However, I think once you identify your intentions, you create a campaign that is human-centric. Give it a pulse, a feeling, a desire - those tend to be your most memorable marketing efforts. Think Coca-Cola, Apple, Nike. Emotional appeal, when not overdone is the crème de la crème of marketing. Overdone emotional ads, think overseas donations, pet adoption or donation ads. It makes the average person watching so uncomfortable they change the channel or look away. Regardless of how impactful, it’s too deep and humans naturally will disconnect. Motivated emotion is the best one to hit.

Brastemp's "It's not a Brastemp" campaign was a classic in Brazilian advertising. It happened 14 years ago and remains in the consumer's memory. The slogan became a catchphrase and is still used by Brazilians today to refer to something that isn't quite up to par. The brand launched subsequent campaigns on digital media, leveraging memes to engage with new generations. Keeping the current Brastemp slogan alive remains one of the brand managers' challenges: the current campaign uses certainty to combine the brand’s functional strength and superiority with an emotional insight. It was designed to reinforce the tagline "Without a Doubt, Brastemp," consolidating the brand as the best choice when it comes to home appliances.

Don’t get stuck on the personas though. See them as a very vague guideline. They’re outdated. And most of very fluid. I can be one persona today to one brand along with person A and B and be a persona the next day with person X and Y. The reason you want to stay away from sticking to it to rigid is this. You’ll go down a path of too narrow targeting. Which in this day and age does not help optimize your media budget. Go broader.

A helpful way to do this might be to sift through product reviews with extra focus on the 1-3 star reviews. Consumers usually tell how they tried to use a product and where it fell short... or just their general expectations before trying out a product.

Persona’s are important for you to understand your market, but be weary of putting everyone in a box. In 2023, markets are way more fluid than before. You can use this in your favor or if you’re too rigid in your approach, your demise. I think something that finds itself helping immensely still are pain points. Find the motivator and work a little more in that arena. Again, stay flexible, being too rigid will swindle your wallet.

Aligning with your audience's values can markedly amplify campaign efficacy. In 2015, memBrain partnered UBS with Annie Leibovitz for a series called "WOMEN: New Portraits," a broader cultural partnership to amplify their brand campaign, "Together we can find an answer." The bank's commission of new works spotlighting women driving positive change paralleled the campaign. This intersection of art and advocacy resonated, culminating in over 2 billion impressions. Launching in London and touring 10 cities, the initiative offered a deep dive into Leibovitz's creative process through online behind-the-scenes content, enhancing engagement. This synergy of brand values and cultural dialogue is a powerful model for effective campaign planning.

Coca Cola for me has consistently managed to communicate an emotion through their commercials an as campaign... This is significant for me because, although they are selling a product/item, its the feeling I remember from both the campaigns and that experience transcendence into real life (drinking the product).

Dove has always been true to its brand promise and has consistently managed to capture the attention of its target audience through sincere and emotional messaging meant for everyday women. Using various creative means, Dove has also outreached to its audience across different channels and non-traditional mediums to reach them wherever they are - and they go beyond the boundaries of typical advertising. There have been many times Dove has caught me unexpectedly and literally moved me to tears with their messaging, and now I always try to buy Dove products.

And be consistent across the journey you guide people. Nothing will detract people more than clicking on an ad and then landing on a page that: - looks nothing like it - talks nothing like it.

The Absolute Vodka magazine campaigns are an example of consistent creativity, reaching consumers in every market, creating unparalleled brand awareness all while developing something much larger than the product. What Absolute achieved with the campaign should be studied by all. There is so much information hidden and in plain site throughout every ad.

Reminds of the most recent change that pringles tried to make with their logo and how unkindly It was received by the audience.

Coca-Cola's "Share a Coke" campaign personalized their bottles and cans. The campaign tapped into the emotional appeal of personalization and connection, creating a sense of inclusivity and nostalgia. Apple's "Get a Mac" campaign featured a series of humorous campaign effectively conveyed Apple's brand positioning of simplicity, reliability, and innovation.

"Like a girl" By Always is one such campaign that stands out. Simple thoughts with bigger and mightier impact on society at large. The second one that I revollect is by Heineken #openyourworld. It simply puts the problem at the centre of it and a solution. Yes we need to talk and open us up to everyone so that there is exchange of thoughts and life is much easier. Many problems can be solved. One from back home Ariel "Share the Load". Bringing about a behavior change is not taught at school but you live it every day and soon you tend to see that as a norm. For a society like India that campaign was a big step in right direction.

Was President at FCB when we did the Green Chair campaign for TD Bank in Canada. The Chair was the metaphor for 'comfortable banking' and 20 years later it's still featured in their ads and at branches. That's crazy but speaks to the simplicity of it. I remember presenting the idea - very few people involved on both sides. Only a few changes and we were off. TD won Marketer of the Year and host of other awards. Straightforward idea, well thought through, executed smartly.

Challenged agency to rethink Kool Aid Pennies a glass Mom directed copy. They responded with the Kool Aid face campaign connecting Kool Aid to summer fun. Put the face on the bottom of public pools, the side of the ferries going to Center Island, kid park playgrounds etc. Brilliant and brave.

Recently was a part of team that worked on a repositioning campaign for an Indian unicorn logistics start up. My two cents - Audience pain matters - the more closely your message addresses these pain points, the more likely you are to be heard Storytelling makes the difference - it’s not enough to know your audience demographics and psychographics, it’s how well you use these to come up with a story that creates a connect The storyteller is the face - choose wisely, it only takes users a split second to skip your message, #generativeai works only if ai is the product Content localisation - last, but not the least, the more you speak in the user’s everyday language, the more likely you’re to connect with your audiences (even in b2b)

Before every campaign a thing which I am doing is going through all social media platforms and check what is trending. This is very useful, because if you manage to pin point these little details for example a trending tune, you can also find ways to apply these in your campaign indirectly and therefore you can reach more people. Sometimes to get the attention of certain audience you have to apply some add-ons to the traditional marketing.

Was part of the Amazing World of Samsung campaign back in 2001 which was the catalyst that transformed Samsung from a secondary brand that you would buy to hook your kids Nintendo up to into the premier consumer electronics brand in the world. I was an AAE at the time so obviously played a huge part:)

These campaigns stand out due to their clear messaging, emotional resonance, creative execution, and ability to connect with the target audience on a deeper level. They effectively communicated the brand's values, differentiated themselves in the market, and generated significant brand awareness and engagement. Nike's "Just Do It" campaign is a prime example of a successful brand campaign. It has a clear and powerful message that resonates with athletes and individuals seeking inspiration and motivation. Dove's "Real Beauty" campaign challenged conventional beauty standards by celebrating diverse body types, promoting self-confidence and positively impacted Dove's brand perception.