Rafa Juárez Resume

Rafa Juárez creative director ______________________________________________________________________________ Strategic Creative Direction | Client & Team Management | Digital - Broadcast - Print Dynamic, results-driven multi-task creative leader with an 18+ year record of achievement and demonstrated success within the advertising industry, providing creative direction on campaigns aired on largest media networks, resulting on multimillion-dollar revenue for Fortune 500 clients. Solid track record, securing key clients through consistent creative campaigns on increasingly growing new markets. Tenacious in obtaining the highest quality creative excellence, securing client satisfaction by always meeting creative brief, budget and timing. Exceptional mentor and coach; combine business acumen with innate leadership abilities to recruit, build, and retain top-performing creative teams. Key strenghs and competencies: • Deep knowledge of interactive media specifics and new trends • Creative team mentoring leadership • Creation from concept to production of brand, product, retail and promotional campaigns for multimillion-dollar accounts aired on National and Regional mass media: TV – Radio – Print – Internet – Non-traditional media • U.S. Hispanic Territory Reach: West - Southwest – Southeast – Norheast – Northwest Market Areas (DMAs) • Expertise on different categories within the advertising industry: Automotive, Food & Beverages, Pharmaceutical, Financial, Telecommunications, Airlines, and Political Marketing for candidates. • Film director in Spanish • Internet and multimedia developer: online video, interactive marketing • Talent Director, selecting and directing multi-ethnic talent for all media • New Brand / Product launch • High Impact Creative Presentations • Recruiting and Staffing Initiatives • Public Relations - Earned and Paid Media. • Mexico Territory Reach Management Blue chip clients: Bank of America - Dr Pepper - 7UP - Reliant Energy - DaimlerChrysler (Chrysler, Jeep, Dodge) – GM (Chevrolet, Pontiac, Cadillac) - Procter & Gamble (Vick’s NyQuil & DayQuil) - Verizon Wireless – Verizon FiOS - Western Union – Sprint – AT&T - Continental Airlines - Coors Light - Gambrinus (Corona & Modelo) – Jose Cuervo – Tradicional – IRS – U.S. Meat Export Federation – U.S. Pork – Republican National Committee – U.S. Army – Popeye’s – MATT Foundation, Inc. – PBS (Public Broadcast System - KLRN). PROFESSIONAL EXPERIENCE March 2009 - Present Lopez Negrete Communications Top U.S. Hispanic advertising agency in the nation Houston - Los Angeles ASSOCIATE CREATIVE DIRECTOR Bank of America - DPSG (Dr Pepper, 7UP) - Walmart - Sonic - Verizon FiOS 2008 - 2009 - dba RJC COMMUNICATIONS BROMLEY COMMUNICATIONS C/O PUBLICIS One of the top Hispanic advertising agencies in the nation FREELANCE Associate CREATIVE DIRECTOR Third party creative services provider with ACD duties, responsible for creating, writing and supervising campaigns on as needed basis: AT&T, Coors Light, Chevrolet, Western Union (member of the winning team of the account in Dec. 2008) KLRN – PBS Public Television Station – San Antonio, TX TALENT DIRECTOR of “Alas sobre el Álamo”, an adaptation into Spanish of the documentary “Wings Over the Alamo” about the history of the military aviation in San Antonio. (Nov.-Dec. 2008) VO NARRATOR IN SPANISH of “Alas sobre el Álamo” MAS CONSULTING GROUP Independent political marketing firm based in San Antonio, TX, Mexico D.F. and Madrid, Spain FREELANCE CREATIVE DIRECTOR, WRITER, REPORTER, EDITOR Estado de Veracruz – In 2008, I went to China as a private press unit of Veracruz Governor Fidel Herrera Beltrán in his official tour throughout the cities of Beijing, Quingdao and Rizhao, shooting video, photography, and writing press releases of the events, then distributing to mass media in Mexico. Aired in prime time newscasts in Televisa and other networks. Creative and consultation services for other clients. QUE PASA CORPORATION - www.quepasa.com Top Latino social network in the U.S. FREELANCE CREATIVE DIRECTOR, FINAL CUT EDITOR 2006 - 2008 Mexicans and Americans Thinking Together Foundation, Inc www.MATT.org Bicultural Mexican-American Think Tank – Non-Profit Organization INTERACTIVE CREATIVE DIRECTOR Interactive creative director responsible for redesigning the 2.0 version of the website, to maximize search engine optimization, in English and Spanish. Responsible for the implementation of multimedia capabilities, (video and audio streaming), navegation optimization, content relevancy and quality control. Supervision and mentoring of art directors and webmasters, working closely with editorial and technical teams. Work with programing teams in Mexico and in the U.S. in order to implement the creative ideas on a timely manner. Creative leader for Internet marketing campaigns, designing and writing blast emails, banners (design and placement) and newsletters to members. Senior creative for public educational campaign on immigration presented on VIP forums (Senators and Congressmen). Senior editor in Final Cut Pro and After Effects (in-house video editing). Design of Corporate Identity Manual, and senior art director for all graphic and communications needs. 2002 - 2006 GlobalHue Largest Multicultural advertising agency in the nation, and 4th U.S. Hispanic agency Detroit, MI - Los Angeles, CA - New York, NY – Formerly in San Antonio, TX ASSOCIATE CREATIVE DIRECTOR Associate Creative Director with creative responsibility for DaimlerChrysler's field Business Centers and for DCX’s National Dealers Association (DAA) communication in Spanish, creating and overseeing campaigns for National networks, as well as for Regional Networks in Texas, New Mexico, Ocklahoma, California, Florida, Illinois, and New York DMAs, for Chrysler, Jeep and Dodge brands. Tier II creative leader for the three brands. Provide cross-functional team training, coaching, and mentoring teams. Lead duplas of senior copywriter and art director throughout the U.S. Creative supervision of productions in U.S., Mexico, and Argentina. Adaptation to Hispanic Consumer Market of General Market campaigns, teaming up with DCX’s General Market agency of record BBDO, and viceversa. Senior Copywriter for Hispanic Consumer Market: Verizon Wireless (brand; retail; promotions) - Grambinus Brewing Co. (Corona, Corona Light, Modelo, Modelo Especial - Brand; retail; promotions) - Diaego's Jose Cuervo, tequila Tradicional (Brand; retail; promotions) - Continental Airlines (Public Relations) - Popeyes Chicken (Retail) - Internal Revenue Service. Selected Achievements: • Created from the ground up the marketing communications of DaymlerChrysler’s Dealers Association (DAA), building a consistent communication platform in Spanish for Chrysler, Jeep and Dodge brands nationwide (creative). • Created, produced and broadcasted an average of 300 TV an radio spots per year for 16 vehicles nameplates for the 3 brands, aired in all markets & national networks. • Consistently fullfilled needs of more than 24 DCX’s new markets throughout the U.S. during four years. • Met or exceeded all goals. • Successfully created and produced campaigns for new product launching for Verizon Wireless. • Built strong awareness of well-known brands throughout promotional campaigns at retail level: Corona, Tradicional. 2001 - 2002 Sosa Farm – Guerra DeBerry Coody – Montemayor – Cartel Creativo – Inventiva U.S. Meat Export Federation (USMEF) - The Brunson Agency – Market Vision San Antonio, TX – Austin, TX – Mexico D.F. CREATIVE DIRECTOR – SENIOR CREATIVE FILM DIRECTOR - SENIOR ART DIRECTOR Lead creative teams in different advertising and public relations agencies in U.S. and Mexico. Film director. Creation and production of campaigns for the following clients: Verizon Wireless; Miller Lite; Texas Governor Rick Perry; Texas Lt. Governor David Dewhurst; Republican National Committee (Texas, California and Florida); Henry Bonilla; Rep. Lamar Smith; Public Utility Commission; Hispanic Vote; R.J Reynolds; Christian Brothers Brandy; U.S. Army; U.S. Meat Export Federation; U.S. Pork; In-Touch Telecommunications, etc. Selected Achievements: • Media tour through main mass media in 4 cities in Mexico for USMEF. Message: values of American Pork meat. Results: Media value of $1.2M for a total cost of $80K. 37 earned and paid media hits in 7 days in 4 cities: Mexico D.F., Guadalajara, Monterry and Ciudad Juárez. • Developed successful campaigns for political candidates, meeting the goal of obtaining the Hispanic vote • Successfully launched new brandy in California DMA. • Designed a self-contained English/Spanish.glossary of American beef and pork terms for USMEF for 15 Latin American countries. • Successfully wrote, directed and produced campaigns for a telecommunications company in Austin, TX. BROMLEY COMMUNICATIONS C/O DMB&B / BCOM3 One of the top Hispanic advertising agencies in the nation, with billings in excess of $340 million. San Antonio, TX SENIOR COPYWRITER / ACTING ASSOCIATE CREATIVE DIRECTOR (1997 - 2001) Senior Copywriter and later acting Associate Creative Director with full responsibility of the Western Union International account. In charge of creating, writing and producing advertising and promotional campaigns in Spanish for the following Western Union’s marketing branches: Domestic Money Transfer (MT), Mexico MT, Central and South America MT, Caribbean MT, Africa, South Asia, Middle East, and Eastern and Western Europe MT. Senior Copywriter for GM’s Cadillac and Pontiac brands, Sprint, and Procter & Gamble’s line of products. Creative for Continental Airlines. Sucessfully trained Mexican creative teams from Noble DMB&B ad agency to adapt U.S. Hispanic Continental campaign to Mexican market. Produced TV spots in Mexico City for P&G. Sucessfully developed new business creative for Sprint. Worked with top creative talent in the industry, in one of the most awarded agencies. Multi-ethnic talent director. Selected Achievements: • Part of the winning team of Western Union’s Global Account, adding the following regions to Mexico and Latin America marketing branches: South Asia, Africa, and Middle East, plus promotions for Eastern and Western Europe. • Positioned Cadillac brand as a first-class brand for Hispanics in Miami DMA. • Part of the winning team of National and International awards for Procter & Gamble’s NyQuil/DayQuil campaign: Regional U.S. ADDY 2001 and Eagle Award (Mexico). • Part of the winning team of Effie Award to effectiveness. Brand and Retail Hispanic creative campaign for “Origenes”. • Created new TV format for tactical messages, enhancing the natonwide communication of Western Union brand, product and pricing by maximizing the usage of a :30” TV spot. • Created TV concept presentations for WU regions, reducing costs of post-production facility usage by more than 30%. • Part of the winning team of Sprint account with original concept. RJC COMUNICACIÓN VISUAL Design and Visual Communications firm based in Madrid, Spain PRINCIPAL. EXECUTIVE CREATIVE DIRECTOR. (1988 - 1996) Team leader and founding partner with executive and creative duties for clients: Alcatel Ibertel, Sevilla EXPO 92, Comunidad de Madrid, Ayuntamiento de Madrid, Antena 3TV, Canal +, El Corte Inglés, Lee Cooper. EDUCATION AND CREDENTIALS BACHELOR OF FINE ARTS IN DESIGN • UNIVERSIDAD COMPLUTENSE – MADRID, SPAIN (1986-1991) – Obtained Scholarship in Design on the 5th year ESCUELA SUPERIOR DE ARQUITECTURA • UNIVERSIDAD POLITÉCNICA – MADRID, SPAIN (1983-1985) FOUNDING MEMBER OF THE “CÍRCULO CREATIVO DE LOS ESTADOS UNIDOS” – (1999) AWARDS 2011 Houston ADDY Awards: CLIENT: Bank of America / LOPEZ NEGRETE COMMUNICATIONS CAMPAIGN: TV – Print Gold ADDY Best of Show / Broadcast – 2 Silver – 3 Citation of Excellence 2010 Houston ADDY Awards: CLIENT: Dr Pepper Snapple Group / LOPEZ NEGRETE COMMUNICATIONS CAMPAIGN: VIDA23 - Website (www.vida23.com) - TV – Animation – Interactive media, etc. 9 Gold - 8 Silver - 7 Citation of Excellence 2010 AMA Houston Crystal Awards: CLIENT: Dr Pepper Snapple Group / LOPEZ NEGRETE COMMUNICATIONS CAMPAIGN: VIDA23 - TV – Print – Interactive media 2009 Art Directors Club of Houston – FINALIST MENTION CLIENT: Dr Pepper / LOPEZ NEGRETE COMMUNICATIONS CAMPAIGN: VIDA23 Website (www.vida23.com) 2005 CADDY Award – Detroit Creative Directors Council CLIENT: JEEP / GLOBALHUE - CAMPAIGN: “SIEMPRE BELLO” - CATEGORY: MULTIMEDIA 2004 Ad Age Magazine - Most Accepted TV Spot among Hispanic audience. SPOT: "NECKLACE" – TV – 2004 DODGE DURANGO LAUNCHING CAMPAIGN 2001 EAGLE Award - Mexico CLIENT: PROCTER & GAMBLE / BROMLEY COMMUNICATIONS CAMPAIGN: NYQUIL / DAYQUIL - CATEGORY: DOUBLE -PAGE MAGAZINE 2001 ADDY Award CLIENT: PROCTER & GAMBLE / BROMLEY COMMUNICATIONS CAMPAIGN: PRODUCTS NYQUIL / DAYQUIL - CATEGORY: DOUBLE -PAGE MAGAZINE 2000 FINALIST MENTION Círculo Creativo de los Estados Unidos (U.S. Creative Circle) CLIENT: GENESIS CAMPAIGN AGAINST DOMESTIC VIOLENCE CONTEST FOR CREATIVES IN TEXAS AND ILLINOIS. CONCEPT STATEMENT – STORY LINE FOR TV SPOT: “ BODA FÚNEBRE” 2000 FINALIST MENTION Círculo Creativo de los Estados Unidos CLIENT: GENESIS - CAMPAIGN AGAINST DOMESTIC VIOLENCE CONTEST FOR CREATIVES IN TEXAS AND ILLINOIS. CONCEPT STATEMENT – STORY LINES FOR TV SPOT: “BOCA” 1999 EFFIE AWARD Latin American Advertising Effectiveness Award. Advertising Age International (OCTOBER 1999) CLIENT: WESTERN UNION / BROMLEY, AGUILAR & ASSOCIATES CAMPAIGN: “ORIGENES” - CATEGORY: CHANGE OF STRATEGY _______________________________________________ References (Linkedin) From Fernando Garcia – VP Field Account Director at GlobalHue for DaimlerChrysler "Rafa is one of the fastest creative thinkers I have ever worked with. His passion and willingness to go the extra step made him the perfect Creative Director for a very demanding account such as Chrysler. During the years that we worked together Rafa was always ready to tackle the most difficult of projects in a hearth beat and he always came up with very good concepts right on strategy. Rafa is definitely an asset for any company looking for a hard working yet extremely creative individual." From William Riley – Senior producer at GlobalHue "Rafa balances the analytical and organizational skills of a good communications professional with the cutting edge creativity, innovation and sharp eye of an excellent Creative Director. He is a supportive team leader, has a keen sense of market trends, is detail-oriented and makes everyone that works for and around him better. On top of that, he's also a really nice and interesting guy." Notes of interest Fine artist, with major exhibits made in Europe. Musician - piano & guitar player - producer of original music & sound design. Worldwide traveler (Europe, Asia, Africa, Americas – Tour guide in India, Nepal, Pakistan, Turkey, Kenya – Crossed the Sahara desert in 1987 with the Paris-Dakar rally). Bilingual English / Spanish Member of LINKEDIN professional network. Online portfolio at www.rjccomm.com

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