-I’m an Advertising and Marketing Specialist from Argentina (TEA institute). I work as a Head of Copywriters at Microsoft for LATAM and part of North America (along with the Oliver agency). Since 2009 I have been part of Rock.com.ar (the biggest musical website from Latin America). I also worked in agencies like Bridger Conway, and in awarded media like La 100, Radio Mitre, VICE, and Soy Rock magazine.
-I was in charge of campaigns for companies like Microsoft, FIFA, Budweiser, Corona, Brahma, Bagó, Nat Geo, Under Armour, Stella Artois, Samsung, Gibson, Fender, Yamaha, Banco Patagonia, Arcor, Eco de los Andes, Quilmes, Nestlé, YPF, Glaciar, Hoeegarden, Antromex, Paceña, Presidente and Gobierno de la Ciudad.
-I’m experienced with team leadership, 360° campaigns, digital environments, BTL and ATL, script, activations, on-premise and off-premise, short and long copywriting and revision, and brand manual development.
-I took postgraduate courses in Copywriting and Neuromarketing at The Guardian (London, UK). Then I earned diplomas in Marketing Direction and Brand Management (UCES), and in PR, Corporate Image, and Institutional Communication (UTN).
-I’m also the author of El Ritual de Jane’s Addiction, chosen by Clarín as “one of the best music books from 2019”, and presented at the 45° International Book Fair from Buenos Aires and in Santiago (Chile).
Check my LinkedIn profile.
Download my full CV.
ADVERTISING HIGHLIGHTS
MICROSOFT
Since I joined the company, in 2021, many things happened: we had to readapt to the new ways of generating content after the pandemic, reimagine the way of event planning, and get to a new audience. Being one of the main tech companies around the world, there are challenges every day. The solutions are constantly evolving, with new products (like Copilot and the rise of AI), and to stay fresh, it is a must to generate content that is out of the box.
The good results allowed us not to only work with Latin America, but to expand the operations to countries like the USA, Canada, and part of Europe.
Being the Head of Copywriters and as a team manager, I lead all kinds of projects and campaigns: from the small ones to the biggest ones (those that run across the world). But I always work with the same premise: a blank page, my creativity, and the certainty that the final result should reflect excellence.
-Unified Support ebook (2024).
CORONA BEER
Based on the brand’s guidelines, a series of activations, spots, scripts, and advertisements were created for different circuits and campaigns for more than two years. Those were daily jobs that also included scheduling posts for social networks, rebranding, and brand experience. There were joint efforts with the industrial sector (for example, with the development of table tents, stoppers, and merch).
Rooftops were organized with some of the most notable artists in secret locations, and the brand was installed in places like Patagonia and at festivals like Lollapalooza while maintaining its relaxed style.
The concept of “This is Living” was reproduced throughout the country, with different edges and versions depending on the insight.
UNDER ARMOUR
It’s one of the most important sports brands in the world and officially arrived in Argentina in 2017. The company’s objective was to create a great outdoor event, with the presence of Michael Phelps -winner of 28 Olympic medals-, and the star of hockey Luciana Aymar, as well as many amateur athletes. We were in charge of the production and communication of the launch, and the assembly of the event.
The main problem was the large number of sports brands already established in the rest of the country. But none of that mattered. Thousands of people followed the day, which took place on December 7. In addition to Phelps and Aymar, 40 amateur athletes were chosen by the brand and the agency – many of them, after a contest that encouraged them to upload an image training in their favorite place.
The result? Hundreds of people participated, following the #UATrainingArg concept. That hashtag, along with #MichaelPhelps, was a trending topic in Argentina. On the same day of the event, 650,000 people were reached from Under Armour’s Twitter account.
Facebook and Instagram were no exceptions: on the first social network, the brand had more than 800,000 interactions since the event was announced, reaching 6 million people. Combining both networks, Under Armor had expansive growth: more than 6,000 new followers.
TV channels, radio stations, newspapers, and online magazines throughout Latin America also amplified the news: Michael Phelps, the “Baltimore Shark” was going to arrive in Argentina for the first time.
On December 7, hundreds of fans went to El Rosedal (Buenos Aires), where they saw two of the greatest face-to-face. That day, thanks to minute-by-minute event coverage, #UATrainingArg received more than 500 mentions on Twitter, in addition to 15,000 interactions. Additionally, mentions of @UnderArmourArg grew 717%, and followers rose 3000%.
ARCOR
Arcor, the country’s main food company, wanted to launch a new brand of breakfast cereals. The objective was to create packaging for each flavor and personalize them with different characters.
With Arcor’s guidance, we created four figures: Azuroso, a bear, was chosen as the representative of sugar cereals. Crokolo, for its part, represented a crocodile, identifiable with the strength of chocolate. Fruggo was a friendly chameleon, who loved fruit cereals; and Mielita stood out for her love of honey. The entire concept, including its world and habitat, was created from scratch. Our main idea was to focus on the importance of nature, and that is why the products were created with a friendly image for children and adults.
This project took eight months, and different drafts were presented to the brand. The final result speaks for itself: a new conceptual world was created, with its attributes, names, and characters.
Now, these eco-cereals are available in all supermarkets. The main objective of the campaign was to think out of the box, and one thing is for sure: we achieved it!
NESPRESSO
Through the concept “Elevate your coffee experience”, a young and colorful campaign was achieved that reflects the brand’s essence and invites the public to enjoy coffee with colorful graphics and playful messages. The promotion also had to be communicated at the time of purchase, which gave away credit in capsules when the machine was purchased.
The campaign was executed entirely at points of sales with various premium and traditional installations. In addition, the execution was carried out on social networks and digital media.
BUDWEISER
Bud 66 is a beer born in London, and arrived in Paraguay in 2011. In order for the brand to position itself as a premium nighttime beer, we forged innovative guidelines. On the creative side, we seek to highlight the sophistication of the drink, as well as its aspirational aspect. From copywriting, he worked in all sectors of the company and on a daily basis.
Since we started the project, we have used different textures, colors, images, texts, and fonts. We also develop activations and even a series of trips to London, New York, Amsterdam, and Berlin.
Today Bud 66 was established with a consistent image, which positions it as the leading beer of the Paraguayan premium night.
Download full campaign (.pdf).
PACEÑA BEER
Bolivia’s leading beer has more than 130 years of tradition. With that in mind, digital campaigns were created with activations and the idea of generating a sensory, real, and tangible experience. We worked with the brand over a long time and with concepts applied in ATL, BTL, brand manuals, on-premise, and off-premise.
Download full campaign (.pdf).
My story
When I was four I gathered all my savings, went to a used store, and bought my first book (from “Choose Your Own Adventure”). The words began to intrigue me: I didn’t understand how a sheet of pages (written and laid out thousands of kilometers away) could transport me to so many different worlds. It seemed like magic, and I wanted to generate the same. Shortly after I discovered the radio, and I reconfirmed it: that was my planet.
26 years later, communication is still my passion. I am a Head of Advertising and Journalist focused on Marketing, Branding, and Public Relations. What is my differential? I lived the best of the analog era, but I was part of the digital transformation. It all happened before my eyes, and now I try to apply the best of both worlds. My 2.0 strategies transmit empathy and human warmth, and my traditional campaigns incorporate the advantages of the digital world. Furthermore, having trained in different branches, I think about each challenge holistically (being a team leader that combines Advertising, Journalism, Marketing, and Public Relations).
Today I read even more books than when I was a child (I’m about to release the second one) and I am enthusiastic about technology, programming, and big data. I consider myself sociable, restless, and extroverted. In short, I have the same passion as when I was four years old – but with the tools to lead teams and communicate the message of both multinational companies and media outlets. And that’s what I want to give to the world.
Let’s get in touch.
Fabrizio Pedrotti 