Credentials

to trust is to listen

feel. wonder.BELIEVE.

The

Book ofSecrets

BIRTHING

G

In 25 years, this once small agency has evolved into an indescribable category: with what is quite possibly the lowest employee turnover rate in the industry unhindered by the effects of relentless expansion and a steady influx of a diverse clientele success that’s undeniably tied to a progressive vision creating a niche for innovative concepts that embody a recognizable style

a brand.

Implementing proactive initiatives characterized by uninhibited creative potential, this agency roams unchartered territories.

Its members form a different species; a wild breed with a heightened sense of perception and an obsessive need to fulfill the materialization of each client’s potential through creative and sometimes unconventional means.

We believe a hands-on relationship with every client will generate an interdisciplinary approach that guarantees meaningful and measurable results.

We aim to fill in the gaps between what is and what could be.

We ascend achieving the impossible.

We will never turn down a challenge.

We inject creativity into the mundane; we become obsessed.

We invest too much. We are too passionate, too driven.

We work too much… we are insane.

We won’t stop working.

We are disciplined, hardworking, perfectionists.

We are not publicists. We are addicts.

This is not our job, but our lifestyle.

It is in our nature. It is who we are.

Trust. Use our obsession.

Achieve your goals.

Rid yourself of limits… for we have non.

Set your bar high; and we will make it soar.

Believe.

theBelievers

teresuĂĄrez President Chief Creative Officer

To see what’s invisible and find, in every struggle, the hidden promise of a new, remarkable idea. To never tire of that ever fruitful search defines her life.

lisarivera

Vice President Account Management Director

Competitive. Hands-on. Too passionate to stop that hunt for the opportunity where a client will gain an edge.

rosaritogrillasca

alicequilichini

Well practiced in the art of achieving the impossible. Conqueror undefeated that masters the discipline of peace.

Sagittarius: half man, half horse, pointing high toward the sky…

To children of a sign that rules international communication, success comes easy simply because they believe.

Vice President Finance and Administration

Associate Creative Director

raúlcosculluela

luisrivera

An artist or a politician? Perhaps a warrior… or a philosopher. A chef? Infinite possibilities roam the interior landscapes of a 21st Century Renaissance man.

A silent sage whose highly resonant electronic structures keep the music inside with utmost difficulty. The perfect crossbreed between a technology guru and a creativity engineer.

Art Director

Multi Media Creative Designer

marieaponte

patricianoble

Silent and invisible, the faith whisperer shuns away demons and ghosts without detaining the rush of figures that come out of the shadows to be basked under her light.

Hard work and a focus on proper form and technique. Born to be an athlete and moving efficiently with power and precision, her extra mile counts for 10.

General Manager

jeanpaulmir贸

Senior Account Executive

maruchisu谩rez

Art Director

Studio Designer

True genius is figuring out how to eat, drink, sleep, and breath that joy of mastering design. And then some.

Children growing out of flowers.

Words that become birds. All things are beautiful, touched by the dreamer of design.

suaniarodríguez

keiladíaz

Like a princess unafraid of the wheel of time spinning away, the artisan of solutions stands convinced that a multitude of gnomes, goblins, and yes, even giants, will heed her command.

Creator of destiny and guardian of the gate. Loyal to the vow of liberating only the unspoken message.

Senior Account Executive

Strategic Media Planner

sorimarcotto

zul y.garcía

Controller of the wild winds.

Unafraid of threatening hurricanes. Precursor of strength, speed, and might, there is always a wall where the roaring seas must bow.

The flip turn, a somersault in the water where you flip and turn using your legs to powerkick off the wall, when completed properly is fast, efficient, and time-saving. If you’ve ever watched Olympic swimming, you know the life of a producer.

Broadcast | Print Production Manager

Producer

paquitabelgodere

mayraloubriel

Administrative Assistant

javierrodríguez

Copywriter

adrianapiñeda

franciscorodríguez

Junior Account Executive

emmatorres

In-House Print Production Coordinator

Digital Designer | Editor

elizabethramos

Media Specialist

eileennieves

Executive Assistant

dalishacoriano Traffic Coordinator

Accountant

isaantonsanti

Junior Accountant

daysharivera

zaíntorres

Account Services Assistant

tirshamélendez

Digital Designer | Editor

dagmarrodríguez

Traffic Coordinator

Receptionist

Administrative Assistant

Junior Account Executive

yamilblain

danacruz

dianasuárez

laurasáez

Copywriter

Graphic Artist

gisellejiménez Graphic Artist

rebecaiglesias Traffic Coordinator

campa

aigns

A SELECTION

Decisions Advertising campaigns for Popular Mortgage seek to strengthen the relationship between the institution and its clients, demonstrating that they know and understand their clients so well that they are able to offer the best options at the time of applying for -or refinancing- their home mortgage loan. This campaign is no exception.

Every day we all make decisions, some more important than others, from what shirt to wear to whether having dinner with your parents or staying late hours at work. Which movie to see. Taking the expressway or the toll-free road. Thus, from small and big decisions, we make our day, our week, our life…

Naturally, the decision of buying a house or refinancing your mortgage loan is a significant one, and Popular Mortgage reaffirms the client’s power to decide by adapting “Decisiones” (Decisions), a well-known hit from renowned Latin American songwriter Rubén Blades, and interpreted by three of our most popular performers from three different generations: Cheo Feliciano, Ismael Miranda, and Víctor Manuelle. And was this ever a hit!

DESDE SAN JUAN SE VE EL FUTURO HAZ TU HOGAR AQUÍ

From San Juan you can see the future Adding new population to San Juan is one of the goals of the Santini administration. In this regard, The Walkable City is perhaps the most significant project due to its impact on many aspects of the local economy, while representing a new vision of the City.

A vision that enhances its beauty and preserves historical landmarks while refocusing and redefining its economic activity.

Starting with the restoration of the cobblestone streets in Old San Juan to then show a light-rail train that will take passengers right into the Old City, the campaign reveals what this new vision will bring : the first dolphin cove in Puerto Rico, a new Equestrian Center, the recovery of our shoreline through the construction of a

boardwalk... All, to wow the audience and get more people to move to San Juan.

And since not all of this has been built yet, we look at the future through the imagination of a kid who is magically surrounded by lights that take him into the new world that our Capital will become.

The slogan, “From San Juan you can see the future”, refers to the fact that what is portrayed is not yet a reality while, at the same time, rightfully placing San Juan in a position of leadership as Puerto Rico’s Capital City: the place where you first experience the promises that the future holds.

Nuevo

No es locura, es obsesi贸n.

A los 40 meses de edad instalé mis primeras 40 bombillas, ahora tengo 40 “chandeliers” y 40 millas por galón.

Tengo 40 bicicletas...

Tengo 40 gatos.

Tengo 40 pares de zapatos.

In the digital era in which we live and with the infinite amount of information that we re exposed to, it is more and more challenging to catch and retain consumers’ attention. Likewise, the car industry is oversaturated with ads that claim to offer the same: great design, features, and innovation. Thus, making a unique statement that sets us apart is more important than ever.

vehicles. How to make our 40 miles per gallon stay in the consumer’s mind is, thus, our greatest challenge -not to mention setting ourselves apart from the rest!

On the other hand, due to high gas prices consumers are searching for fuel-efficient vehicles. The newest Kia Rio offers 40 miles per gallon, which is obviously a great selling point. There’s only one problem…

It’s not madness, it’s obsession.

Just like Kia, other car makers are launching fuel-efficient

This is how we developed our eccentric character, a man with a number of characteristics that make him memorable and who wants to have 40 of everything.

y 40 millas por gal贸n.

Nuevo

No es locura, es obsesi贸n. kiapr.com

DIGNIDAD Y RESPETO POLICÍA DE PUERTO RICO

DIGNITY & RESPECT Treating each other with dignity and respect was our basic message, and all the executions presented a police officer side by side to a civilian in order to establish them as equals. Real people told their own stories in their own words, reinforcing the fact that we are all doing the best we can.

Why? Because of bad press in relation to the high incidence of crime in Puerto Rico and accusations of police corruption and/or brutality, which called for a campaign to restore the image of the Police Department.

In order to meet our objective, the following points were addressed in the campaign:

1. Bring out their human side 2. Theirs is a tough, high-risk job, generally underpaid 3. Public service is a vocation 4. Encourage dialogue instead of confrontation 5. Highlight the importance of duty 6. Disclose hard facts The campaign proved successful in developing empathy and understanding on the part of our audience, while building up morale and motivating the force to bring out their very best.

Ponemos lo que hace falta.

POPULAR AUTO

We provide what you’re missing Popular Auto made a come back with a campaign based on the fact that they’re not in the business of selling cars, they facilitate the purchase.

That’s where the concept “We provide what you’re missing” comes in, literally referring to the vehicle and also to the service offered by the institution: great financing, swift processing, expertise…

Graphically, through photos where you never get to see the car, Popular Auto positions itself as the solution to a client’s transportation needs.

Each photo tells a story while presenting a variety of clients. From the businessman stuck in morning traffic to the soccer mom driving the kids all day long, these photos give us everyday life as we know it.

Bottom line, the message is clear: We all need transportation to move on. And for all of us, the solution is Popular Auto.

TOP

se

ellers

Client: Popular Mortgage Case Study: Brand Positioning RKET SHARE MA

32%

1999 - FIRST CAMPAIGN WITH TERE SUÁREZ

RKET SHARE MA

28%

1

INDUSTRY RANKING

RKET SHARE MA

13%

1

$1,283.8M VOLUME

INDUSTRY RANKING

RKET SHARE MA

18%

2

$1,526.5M VOLUME

INDUSTRY RANKING

RKET SHARE MA

6%

12 $300.8M

INDUSTRY RANKING

8

$1,440.6M VOLUME

INDUSTRY RANKING

$763.8M VOLUME

VOLUME

1998

2000

2007

2009

2011

1999 “Esencia de la vida”

1999 “Más millas”

2000 “Doblemente fácil”

2001 “El valor de la vida”

2002 “Momentos”

2003 “Yo tengo ya la casita”

2004 “Yo tengo ya la casita II”

2005 “Mis clientes mi gente”

2006 “Si lo ves dondequiera”

2007 “Historias”

2008 “Déjalo en nuestras manos”

2009 “Haz el ejercicio”

2010 “Testimoniales: Impulso a la Vivienda”

2011 “Decisiones”

2012 “Eres”

7,002

Client: Kia Motors Case Study: Brand Penetration

Cars sold

Kia partners with Tere Suรกrez

51.3% Overall Growth

6 5,570 Cars sold

48.9%

Ranking in auto industry

7.6% Market Share

Overall Growth

3,069 Cars sold

46.5%

8 Ranking in auto industry

6.1% Market Share

Overall Growth

2,038 Cars sold

11 Ranking in auto industry

2008

10 Ranking in auto industry

4.0% Market Share

2009

2010

2011

2009

“Security” Sedona

“Enjoy life” Rio

2010

“Soul Rocks” Soul

2010

“Feel the drive” Sorento

“Family-like care” Service

2011

“Awake your Soul” Soul

2011

“There’s always one” Rio Campaign

2012

“It’s obsession” Rio

“Turn me on” Sportage

As part of the efforts to reduce widespread violence in Puerto Rico, the Legislature passed an amnesty law granting protection from investigation and/or prosecution to those who surrendered arms, whether legal or not, during a specific period of time.

Being armed is the first requisite to kill, so the objective was to remove as many arms as possible from circulation.

The primary target for this campaign are the young hit men (“gatilleros�) who tend to go on killing rampages where innocents die simply because they were in the wrong place at the wrong time.

Also target are small time crooks who break into homes to steal and end up killing their victims.

Because these people will only listen to their own, inmates in a maximum security prison acted as spokesmen for the campaign, telling their real stories in their own words, and urging the surrender of arms as opposed to ending up like they did.

Print ads in major circulation newspapers gave the list of places where arms could be surrendered. The results far surpassed everyone’s expectations.

GOBIERNO DE PUERTO RICO

ENTREGA DE ARMAS. LIBERTAD PARA LA VIDA.

“ESTÁS A TIEMPO. COGE ESTE MENSAJE Y SUELTA LA PALOMA.” Moisés Hernández Complejo Correccional - Institución Máxima Seguridad Las Cucharas, Ponce

12

Client: Puerto Rico Police Department Case Study: 2012 Firearms Amnesty

Total amount of firearms handed in during the 2004 Amnesty (90 day period)

1,999 Total amount of firearms handed in during the 2012 Amnesty (90 day period)

60 Amount of days that the campaign ran

30

193

158

238

135

150

108

204

317

132

85

69

68

108

0

0

2

1

0

Firearms handed in by week MEDIA PLACEMENT PERIOD

TV Campaign

Press Campaign

The Results

digital

DID WE MENTION OUR

lDEPT?

The Capital City Online Graphically, it’s a breakthrough in terms of government websites.

Interactive to the point you can request practically any service you may need.

Newsworthy, especially during election year where even events sponsored by City Hall cannot be promoted without great difficulty.

Revlon breaks the clutter At a time when most (if not all) cosmetic brands had rudimentary static web pages, Revlon flaunted a fully-animated, beautifully designed site.

yotengoyalacasita.com This was the first time ever that the name of a campaign was used as website address, something that everyone else is doing now.

In those early digital-era days, getting visits in excess of 30,000 per month was another breakthrough.

The campaign still remains top in unaided awareness.

specialM

MISSIONS

grand opening VIP event

BEST BUY

Ant onio Mart orell 2 3 0

T E C H N O L O G Y

A S

B E S T C A L L E F E D E R I H A T O R E Y

A R T

Best Buy, the Best Buy Logo, and the Ta Enterprise Services, Inc. in the Unite

B U Y C O C O S T A P.R. 0 0 9 1 8

# 1 1 1 8

T E C H N O L O G Y

A S

A R T

ag design are trademarks of Best Buy ed States and/or other countries.

T E C H N O L O G Y A S A R T PRE- O PENING EV ENT AND A SILENT AUCTIO N T u e s d a y, F e br u a r y 2 6 , 2 0 0 8 5 : 0 0 -9: 0 0 p . m .

B e s t B u y i n Ha to Re y TM

As part of the exclusive Pre-Opening of our first Best Buy store in Puerto Rico, true collection pieces, inspired by the most advanced electronics technology and created by renowned Puerto Rican artist Antonio Martorell, can be acquired by a silent auction, with proceeds going to San Jorge Children’s Foundation As one of our distinguished local clients, we are inviting you to join us and participate in this unique event.

SAN JORGE

We are eager to greet you on Tuesday, February 26, 2008, at 5:00 p.m. at our new Best Buy at 230 Calle Federico Costa, Hato Rey. RSVP 787-250-6248

grand opening

BEST BUY For the grand opening of Best Buy in Puerto Rico, along with the VIP Event, Best Buy sponsored singer Olga Tañón’s Comeback Tour. Tickets to her concert were handed out to the first 200 people to arrive.

On day 2 of the grand opening, Tañón made an in-store appearance and mingled with the crowd.

Gran Apertura Best Buy Puerto Rico

showcase of the 2012 KIA RIO in Plaza Las AmĂŠricas