Campaign system and brand communication for Spain's largest telco. Creative direction of campaigns, TVCs and digital content over three years at Accenture Song Madrid.
Movistar is Telefónica's telecommunications brand in Spain, with a market presence that demands communication coherence across all channels simultaneously: television, digital, social media, point of sale and corporate communication.
The work at Accenture Song involved managing that coherence at scale, with campaigns that had to work simultaneously in different formats and with different messages for different audiences and products.
Creative direction on an account of this size requires working at two speeds: building long-term communication platforms and continuous production of tactical campaigns. Over three years I led both dimensions.
The work included TVC direction, campaign development for digital and social platforms, and supervision of visual and tonal coherence across all touchpoints.
I work with brands, agencies and in-house teams across Europe and LATAM. Available for senior roles, selected projects and fractional creative direction.