Colgate Palmolive
Without strong centralized Agency leadership, the local markets lacked vision, consistency in quality, and method of translating and articulating IMC with communications that cut through the clutter and get noticed at shelf.
The premise of Big, Bold, Beautiful is design-based thinking, visualizing the role of design to drive to differentiate, capture attention, and modernize traditional approaches to retail. In doing so, this effort help reshape both strategy and creative to reorient teams to create clear, cunning, cohesive work with core ideas linked to IMC. This initiative set the standard globally across Regional Creative Centers of Excellence and lifted Latin America results to number 1. The role I played was Account Strategy and partnered with Creative Director.
