MY STORY
When I was five, I gathered all my savings, went to a used bookstore, and bought my first book (a title from the “Choose Your Own Adventure” series). The words began to intrigue me: I didn’t understand how a stack 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 radio, and I realized it again: that was my planet.
Twenty-seven 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 differentiator? 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 digital strategies convey 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 (combining Advertising, Journalism, Marketing, and Public Relations).
Today I read even more books than when I was a child (I’m about to release my second) and I am enthusiastic about technology, programming, and big data. I consider myself sociable, restless, and extroverted. In short, I have the same passion I had when I was five 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.
ADVERTISING HIGHLIGHTS
MICROSOFT
Since I joined the company, in 2021, many things have happened: we had to readapt to new ways of generating content after the pandemic, reimagine how we plan events, and reach new audiences. Being one of the largest tech companies in the world, there are challenges every day. Solutions are constantly evolving, with new products (like Copilot and the rise of AI), and to stay ahead is essential to generate out-of-the-box content.
The good results allowed us not only to work with Latin America, but also to expand our operations to countries such as the USA, Canada, and parts of Europe.
As Head of Copywriters and a team manager, I lead all kinds of projects and campaigns: from smaller initiatives to global campaigns (those that run around the world). But I always start from the same premise: a blank page, creativity, and the conviction that the final result must reflect excellence.
-Unified Support eBook (2024).
CORONA BEER
Based on the brand’s guidelines, a series of activations, spots, scripts, and advertisements was created for different campaigns and channels over more than two years. These were daily responsibilities that also included scheduling posts for social networks, rebranding initiatives, and brand experience activities. There were joint efforts with the industrial sector (for example, developing table tents, stoppers, and merchandising).
Rooftop events were organized with some of the most notable artists in secret locations, and the brand was present in places like Patagonia and at festivals such as Lollapalooza, while maintaining its relaxed style.
The concept “This is Living” was reproduced throughout the country, with with different angles and adaptations depending on the insight.
UNDER ARMOUR
It is one of the most important sports brands in the world and officially entered Argentina in 2017. The company’s objective was to create a major outdoor event, featuring Michael Phelps — winner of 28 Olympic medals — and hockey star Luciana Aymar, as well as many amateur athletes. We were in charge of the production, communication, and overall setup of the launch event.
The main challenge was the large number of sports brands already established in the country. But none of that mattered. Thousands of people followed the event, which took place on December 7. In addition to Phelps and Aymar, 40 amateur athletes were selected by the brand and the agency — many of them through a contest encouraging participants to upload photos of themselves training in their favorite places.
The result? Hundreds of people participated, following the #UATrainingArg concept. That hashtag, along with #MichaelPhelps, became a trending topic in Argentina. On the day of the event, 650,000 people were reached through Under Armour’s Twitter account.
Facebook and Instagram were no exceptions. On Facebook alone, the brand generated more than 800,000 interactions after the event was announced, reaching 6 million people. Combined, both networks drove significant growth, adding more than 6,000 new followers to Under Armour’s accounts.
TV channels, radio stations, newspapers, and online magazines throughout Latin America also amplified the news: Michael Phelps, the “Baltimore Shark,” would arrive in Argentina for the first time.
On December 7, hundreds of fans gathered at El Rosedal (Buenos Aires), where they saw two legends face to face. Thanks to minute-by-minute coverage of the event, #UATrainingArg generated more than 500 mentions on Twitter and over 15,000 interactions. Additionally, mentions of @UnderArmourArg increased by 717%, and the number of followers grew by 3,000%.
ARCOR
Arcor, the country’s leading food company, wanted to launch a new brand of breakfast cereals. The objective was to create packaging for each flavor and personalize it with different characters.
With Arcor’s guidance, we created four figures: Azuroso, a bear, was chosen to represent the sugar cereals. Crokolo, in turn, was a crocodile associated 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 emphasize the importance of nature, which is why the products were designed with a friendly image appealing to both children and adults.
This project took eight months, and several drafts were presented to the brand. The final result speaks for itself: a new conceptual world was created, complete with its own attributes, names, and characters.
Today, these eco-cereals are available in supermarkets across the country. The main objective of the campaign was to think outside the box — and one thing is certain: we achieved it.
NESPRESSO
Through the concept “Elevate Your Coffee Experience,” a young and colorful campaign was created that reflected the brand’s essence and invited the public to enjoy coffee through vibrant graphics and playful messages. The promotion was also communicated at the point of purchase, offering capsule credits with the purchase of a machine.
The campaign was executed entirely at points of sale, featuring a mix of premium and traditional installations. In addition, it was supported through social networks and digital media.
BUDWEISER
Bud 66 is a beer born in London that arrived in Paraguay in 2011. To position the brand as a premium nighttime beer, we developed innovative brand guidelines. From a creative perspective, we sought to highlight the drink’s sophistication as well as its aspirational appeal. From copywriting, I worked across all areas of the company on a daily basis.
Since the beginning of the project, we used different textures, colors, images, texts, and fonts to build a consistent visual identity. We also developed activations, including a series of trips to London, New York, Amsterdam, and Berlin.
Today, Bud 66 has established a consistent image that positions it as one of the leading beers in Paraguay’s premium nightlife scene.
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 featuring activations designed to generate a sensory, real, and tangible experience.
We worked with the brand for an extended period, developing concepts applied across ATL and BTL campaigns, brand manuals, on-premise activations, and off-premise channels.
Download full campaign (.pdf).
AT A GLANCE
-I’m an Advertising and Marketing specialist from Argentina (TEA institute). I work as a Head of Copywriters for Microsoft (through the Oliver agency). Since 2009, I have also been part of Rock.com.ar, the largest music website in Latin America. I have worked at agencies such as Bridger Conway, and at award-winning media outlets like La 100, Radio Mitre, VICE, and Soy Rock magazine.
-I have led campaigns for companies such as 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 have experience in team leadership, 360° campaigns, digital environments, BTL and ATL strategies, scriptwriting, activations, on-premise and off-premise, copywriting and proofreading, and brand manual development.
-I completed postgraduate courses in Copywriting and Neuromarketing at The Guardian (London, UK). I also earned diplomas in Marketing Direction and Brand Management (UCES), and in PR, Corporate Image, and Institutional Communication (UTN).
-I am also the author of El Ritual de Jane’s Addiction, selected by Clarín as “one of the best music books of 2019”. It was presented at the 45th Buenos Aires International Book Fair and in Santiago, Chile.
Let’s get in touch:
Fabrizio Pedrotti 