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I was walking around the Wynwood building, looking for a good angle to take a picture of its amazing design.I pulled out my iPhone to shootand I realized that, just at that moment, there was a woman passing by, between the building and me. Then I noticed that somehow her dress matched the background. She was totally unaware that I was there. I stayed as stealthy as I could, and managed to click several times hoping to catch it. But afterwards I couldn’t stop thinking about it. The building was designed to stand out. The woman dressed to stand out too. And then, in front of my eyes, they stood out in a way that neither the architect nor the woman could even dream of. The building and the dress blended in, as if disappearing into each other. It was like a vision to me. An instant of wisdom triggered by a disappearing act. A sort of camouflage moment that, paradoxically, happened to reveal something new. I wonder how many times things like these happen everyday. And at how many levels. We could think of reality as a series of switching layers that constantly move, veiling and unveiling truths. It seems that timing and context can provide great opportunities. But we have to be able to see them. This is true both for a stealthy photographer and for an inconspicuous planner. That’s why I keep this photograph handy. To remind me to be alert, aware. Inconspicuous but conscious. Ready to uncover human truths and opportunities for brands. Making apparent what is hidden in plain sight, somewhere in the middle of what we call life.
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DOLPHIN MALL CASE STUDY Our goal: to capture consumer attention and increase traffic. We started the process by observing that the mall is strategically located in relation to Miami’s International Airport. There’s even a free shuttle service included! We then discovered that the mall has a lot of similarities with airports - the layout is very easy to navigate, the aisles are extremely spacious and there are even cart dispensers (SmarteCarte) like the ones we see in airports across the US. While watching how customers behaved, we also saw that lots of shoppers were pushing luggage around the store, putting their purchases in them instead of using shopping bags. Among the 240 outlet stores, some in particular caught our attention: electronics, luggage and a furniture store with a big “We export” sign in the window. These are the kind of shops that cater to an international clientele. While doing one-on-ones with foreign tourists, we concluded that they were mostly from Latin America, and that for them; the shopping experience was a big part of their reason for visiting Miami. This helped us define who we wanted to reach with our campaign efforts: Latin American travelers between the ages of 24-35 (couples, friends, members of multigenerational families). Since most of the products they can purchase here are non-existent or too expensive in their countries, they arrive in Miami with a big wish list. This observation led to our insight: “They carry an empty suitcase in their minds”. They pack light when coming here and return “loaded up with excess baggage”; a behavior captured in our strategy which is “Excess made accessible.” And the creative idea became “Your suitcase is your shopping bag.”
DOLPHIN MALL
DOLPHIN MALL
DOLPHIN MALL
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JAMAICA CASE STUDY When asked to increase annual travel to Jamaica, we looked at the competition and found that all the other places in the Caribbean were selling slices of paradise -beautiful beaches, plenty of sun and palm trees. Through our research, we found that Jamaica has more to offer than just paradise. And then we hit pay dirt: an active target that craves exciting experiences rather than passive pictures of paradise! Made up of people who are more open to the unplanned, the unexpected. So we decided to follow them down that path to see where it could lead us. We found that Jamaicans are one of the most inspiring, yet unusual people in the world. A people that managed to put their country on the map, transforming it into a small island with global influence. After all, for decades Jamaicans have influenced and inspired other cultures with their music, their philosophy and their lifestyle. The Marley family, for example, has been spreading a life philosophy through music and poetry (Love the life you live. Live the life you love). For them this is absolutely normal. Who but Jamaicans could dream of putting together a bobsled team to represent a tropical country? An idea so out of the box that it inspired a Hollywood movie based on this true story. For them, this is absolutely normal. Our strategy then, was to shift the perception of Jamaica vacation brand from just another plain vanilla paradise to the place for out of the ordinary cultural experiences - Jamaica is a crazy kind of normal. And the creative idea became: It’s not crazy. It’s Jamaican.
JAMAICA TOURIST BOARD
JAMAICA TOURIST BOARD
ENRIQUE AHUMADA 668 Washington St, #4 A, NY, NY 10014 Cell: 310. 918.5848 Email: enriqueahumada@gmail.com US Citizen
Mission statement I believe that we are all born with a unique musical note. My challenge as a planner is to find a common note, a truth that will connect people to the brand.
Case Studies 1. Toyota Camry Latinos saw Camry as a boring, old people's car. The challenge: take the brand into a new territory - “reliability meets fun”. Enter the Camry-ality strategy – inviting real people for a ride to get their real-time, in situ, impressions of the new model. Essentially, we ran IDIs on wheels, and the truths surfaced naturally. • An unprecedented number of test-drives and increased sales occurred, leading to a successful case history. • Since the strategy had legs, several iterations were executed over the years. 2. Toyota Dealers Association The challenge: to extend the impact of quarterly sales events and drive traffic to dealers all year round. The strategy – Selfies with a celebrity. • Keeping up the conversation when traditional media goes dark. Creative transformation of a photogenic and witty dealership receptionist into an approachable celebrity through digital, social media and activations. • Four sales event activations for the 2013/14 Fiscal Year. 3. Bally Total Fitness The challenge: to re-enroll lapsed fitness members. The strategy -Bailing on us is bailing on you. - Positioned Bally’s exclusive behavioral workout routine as a path to regaining fitness of body and mind. The key to success is not in your muscles, it's in your brain. • Significant increase in number of re-enrollments vs. previous period.
ENRIQUE AHUMADA 668 Washington St, #4 A, NY, NY 10014 Cell: 310. 918.5848 Email: enriqueahumada@gmail.com US Citizen
4. Tiger Sports Power Bar The challenge: position the brand in the energy-to-leisure territory to differentiate it from competition. The strategy –“Ménage à trois” or the dream come true. Multiplied energy for sexual encounters with multiple partners. • Channeling an iconic male fantasy by suggesting increased potency and stamina for the ultimate performance challenge. • It opened the doors for sales via GNC and Wal-Mart, leading to a massive sales increase. Background 2014 – Miami Ad School – Account Planning Boot Camp In an agency fashion, pitched strategies with 3 days from brief to presentation for different brands, and inspired creative teams to develop campaigns in a 10-day turn around. Gained extensive experience doing research, organizing and conducting 1-on-1s and focus groups. 2006 – 2013 Conill/Saatchi & Saatchi, Los Angeles – Creative Director Toyota; Toyota Dealers Association; T-Mobile; Continental Airlines. 2005 – 2006 Grupo Gallegos, Long Beach – Creative Copywriter Mitsubishi, Comcast DigitalCable, Bally Total Fitness, Coldwell Bankers Real Estate, The Getty Center, McCormick, Tecate, Energizer, Fruit of the Loom, Red Lobster, Tortillas Mision, and Downey Savings. 2000 – 2005 Mad About Ads, Los Angeles – Creative Copywriter Financial Partners Credit Union, Nong Shim Bowl Noodle Soup, Telscape, Universal Studios Hollywood, Tiger Sport Energy Bar, Latin Trust, Arby’s, Honda, Verizon Wireless, Washington Mutual, McDonalds, Telefutura, Safeway/Dominick’s, AT&T Broadband, Cable Pool and Cox Cable, California Department of Consumer Affairs, Viejas Casino, Soak City, Lions Gate, Baby Touch, Mike’s Hard Lemonade. 1997 – 2000 Graffiti DMB&B, Buenos Aires – Strategic Creative Director Ariel/Tide, Always, Pampers. (Argentina, Mexico and Venezuela). 1997 – 1986 Box Populi, Buenos Aires – Strategic Creative Director Diners Club, Citibank, Microsoft, James Smart, Serengeti Eyewear, German Hospital, CibaGeigy, JD Edwards, The Image Bank, Pictor Image Bank, Quetzal Sterilization Systems, ICI Seeds, Net Alarm, Generali Insurance Co, Pirelli, Search/Wackenhut.
ENRIQUE AHUMADA 668 Washington St, #4 A, NY, NY 10014 Cell: 310. 918.5848 Email: enriqueahumada@gmail.com US Citizen
Awards 2014 Derek Parkin Award, Account Planning Boot Camp, Miami Ad School. 2007 Advertising Age Best TV Campaign, “Camry-ality,” Toyota Camry 2002 Creativity 32, Gold Medal, TV spot “Ménage à Trois,” Tiger Sport Energy Bar 2001 New York Festival, Finalist, TV spot “Ménage à Trois,” Tiger Sport Energy Bar 2002 Telly Awards, Bronze, TV spot, Baby Touch diapers. 2002 Summit Awards, Bronze, TV spot, Viejas Casino. Education • Miami Ad School, Account Planning Boot Camp • UCLA Extension • Los Angeles Center of Photography • Law School, University Of Buenos Aires • Literature, University Of Buenos Aires References “Enrique is a secret weapon. A former creative director with a razor-sharp strategic mind. While others ensure that planning does right by the nose of the consumer, Enrique focuses on making sure that his strategies are interesting for the consumer –thus solve the business challenge. This man is a real powerhouse in the strategic department. He does not think outside the box, but constructs a whole new box for your brand. He is always insightful, a great storyteller and superb person who is exciting to and pleasant to work with. I hate to see Enrique working for the competition.” Nigel Rahimpour, Group Planning Director at Lowe Campbell Ewald. “I had the opportunity to work with Enrique in several projects during my tenure at Conill. Enrique is a first-class strategic partner. He combines an enviable vast cultural repertoire with an amazing sensitivity. What I admire most about Enrique is how he works simultaneously with both sides of the brain to deliver ideas that really resonate with people, always keeping an eye on the brand and the client’s business. I look forward to working with Enrique again.” Juan Jose Valera, Strategic Planning Director at FCB Chicago.
ENRIQUE AHUMADA 668 Washington St, #4 A, NY, NY 10014 Cell: 310. 918.5848 Email: enriqueahumada@gmail.com US Citizen
"I worked with Enrique in two different classes I was teaching during the 2014 Account Planning Boot Camp at Miami Ad School. One was a rapid-fire campaign development & presentation class, the other portfolio development. Through both lens it was clear that Enrique not only brings a wealth of experience, knowledge and creativity from his background, but also has an innate grasp of strategy that was clearly there all along. The Boot Camp simply helped him refine and embrace the strategist that was thriving in him and it was a pleasure to be part of that journey. Enrique is not just a great creative strategic thinker; he is also kind and supportive of those around him. I would recommend him to any team." Serena Berra, Director of Marketing at Slow Food Miami "Being Enrique's instructor at the Miami Ad School's Planning Boot Camp was a stimulating experience to me. I believe, and usually say, that we as planners are the result of the many things we've been and done during our life, and if we can integrate all of those past personal and professional learning experiences, we'd be able to apply them all to building more insightful creative strategies.That’s what makes us special, unique. And I consider Enrique a good example of this kind of lifetime intersections – a former creative director, a poet, a half-baked attorney, an entrepreneur, a world traveler, a photographer, and a migrant. The result of all of those experiences has made Enrique a skilled strategist able to come up with consumer insights that inspire relevant and original creative concepts. Over the years he has developed this ability to see truths hidden in plain sight, coming up with strong insights that translate into powerful creative ideas.That is why I think Enrique is going to be a fantastic asset to any planning team." Marta Insua, VP Strategic Planning at DDB/ALMA