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Work Background
AgnèsR - Creative Vision for Brand GrowthCreative Strategy Director - Independent
Jun. 2020From Barcelona to the WorldCreation of brand and communication strategies with creative vision and high impact on brand equity and business. Co-creation with Senior Managers and Exec Creative Directors to define brands and creative campaigns with purpose. Clients/achievements:
Cupra/Seat Brand Strategy, Brand/Comms Strategy for CRG (Center of Genomic Regulation), Brand and Comms strategy BBDO/Proximity, Brand and innovation building for BMC-Heineken/Santander/ACBrands/GBFoods/Chiesi, David-Ogilvy/Wallbox, McCann Worldgroup / Nestlé and MNAC (National Art Museum). Brand Strategy teacher in the Barcelona School of Management (BSM), Pompeu Fabra.
C14torceGroup Sr Strategy Director
Apr. 2016 - May. 2020Barcelona Area, SpainStrategy direction for SEAT and CUPRA brands. Building a human and creative point of view in a rational industry. Definition of the transition of the car portfolio towards the hybrid and electric market (SEAT Mii, SEAT Mo, SEAT Norway, SEAT/CUPRA Born and CUPRA in China). Clients/achievements:
Launched integrated campaigns at a global level and music hub SEAT & Primavera Sound.
Led international launches of Seat Ibiza/ Ibiza Beats, Arona, León, Ateca and Tarraco, which achieved record sales in the history of SEAT. SEAT positioned among the favourite Spanish brands in Germany and France.
Agnès R. Creative Vision For Brand GrowthFounder & Strategy Director
May. 2011 - Mar. 2016From Barcelona to the WorldDirecting an international and multicultural network of senior talent in strategy and creativity to bring support to marketing teams and international advertising agencies.
Building strategic and creative processes for brand transformation. Clients/achievements:
Strategic support in communication and innovation to consolidate the leading position of Jack Daniel’s at a global level. Premiumisation of tequila and vodka through the launch of Herradura, El Jimador and Finlandia brands.
Building Diplomático brand at an international level and launch of its product portfolio of Reserva Exclusiva, Mantuano and Planas.
Strategic development of Dolce and Gabanna men at an international level.
Kantar Added ValueStrategy and Insight Director
Jun. 2006 - Apr. 2011BarcelonaCreation of strategic processes for brand building and innovation, supported by qualitative and quantitative research and the development of international strategic workshops. Clients/achievements:
Building the creative and innovation capital of the Levi’s, Burn and Danone brands, at an international level. Definition of local relevance for Vodafone, Skip and Peroni brands.
Ipsos ASIAssociate Director
Aug. 2003 - May. 2006LondonJoined as Senior Researcher, progressing to Research Manager and then Associate Director. Director of a 1 million pound research account and a multicultural team of researchers and project managers. Clients/achievements:
Creation of a fluid system between advertising agencies Saatchi, Grey and Lowe, P&G marketing teams and Ipsos ASI research methodologies to mantain Procter and Gamble’s position as a leading global FMCG company.
Ogilvy Group (Planners)Senior Brand Strategist
Jun. 2000 - Sep. 2002BarcelonaBrand strategy integration within the marketing teams and advertising agencies of companies. Development of qualitative and quantitative research. Clients/achievements:
Joined as Brand Planner progressing to Senior Brand Planner.
Nike. Port Aventura. Panrico and Santander Bank.
Grey GroupAccount Executive: Grey, Discovery Net, Llorente & Cuenca, Pongiluppi y Y&R
Jun. 1998 - May. 2000Barcelona · On-siteAccount Executive duties in different advertising agency types: general, digital and public relations. Clients:
Joined as Account Executive Junior progressing to Account Executive.
Honda. Coty Astor. Danone. Gas Natural. Caixa Catalunya.
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