to trust is to listen.
feel. wonder.BELIEVE.
The
Book ofSecrets
BIRTHING
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.
BYTE FEED MEDIA
NUMOON
a tere suรกrez affiliate
a division of tere suรกrez Promotions and Special Events
Web Development / Online Media Planning
THE F-ACTOR a tere suรกrez affiliate Marketing & Market Research Consultants
ESPร RITU SIMPLE a division of tere suรกrez In-house printing services
teresuarez.com
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
sorimarcotto Broadcast | Print Production Manager
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.
Strategic Media Planner
dagmarrodríguez Copywriter
Practiced in the art of persuasion, most multiple smart line dispensers are not regularly available in fashionably petite sizes like this.
we’llclick Presentations
Face to Face Meetings as agreed/needed
Skype or Facetime
Conference Calls
You name it, we’ll be there!
campa
aigns
A SELECTION
Vivir
Para eso somos expertos en hipotecas.
It’s time you had more in your wallet
Remodelar
Our 2012 advertising campaign for Popular Mortgage ratified its positioning as mortgage experts. The message, thus, concentrated on Popular Mortgage employees, many of which participated in print, radio, and television ads. Apart from enhancing the image of Popular Mortgage, the campaign had a motivating effect among employees. Our 2013 campaign takes the concept to another level, communicating that
Para eso somos expertos en hipotecas. Te ofrecemos nuestras mejores ofertas al comprar o refinanciar porque es tiempo de tener más en tu bolsillo. Llama o visítanos hoy. popular.com/casafacil | 787.707.7070 | 1.866.358.7070
Sujeto a aprobación de crédito. OCIF Lic. H-970919
PARA COMPRAR O REFINANCIAR
• the reason-why for such expertise is leaving more money in a client’s wallet • with Popular Mortgage they get the best deal precisely because of this expertise, because experts know their category better than anyone else • this is why Popular Mortgage is able to offer clients those products and offers that better suit their needs
In a nutshell: that, at the end of the day, clients keep more money in their pockets is Popular Mortgage’s job: that’s what they are experts for.
Felicidad
Para eso somos expertos en hipotecas. Te ofrecemos nuestras mejores ofertas al comprar o refinanciar porque es tiempo de tener más en tu bolsillo. Llama o visítanos hoy.
popular.com/casafacil | 787.707.7070 | 1.866.358.7070
Sujeto a aprobación de crédito. OCIF Lic. H-970919
PARA COMPRAR O REFINANCIAR
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!
A different kind of beat
A different kind of beat After 4 consecutive years of sustained growth from the 11th to the 6th position in sales within the local market, it was time for a brand campaign. “A different kind of beat” is how the brand defines its essence. Known for a philosophy of innovation, unique style and design, reliability, fuel efficiency, and offering the best warranty in the market, KIA no doubt rises above the competition on its own merits. However, a lasting stigma seems to still remain among older and perhaps more affluent buyers who are more open to European, American, and Japanese makes. Not so among the younger, up & coming segment who seem to make a connection with a brand that offers them more than others at a lesser price.
Inspired by the brand essence, the agency developed a campaign where we might say music is of the essence! An audition was held at the Puerto Rico Conservatory of Music and talented young musicians were selected to be part of the campaign, playing their instruments to a different kind of beat. The original arrangement was composed by native musical prodigies Echo and Eddie Montilla. Echo has worked scores for the likes of Nike, Reebok, while Montilla’s roster includes Lady Gaga, Gloria Estefan, Shakira, Luis Fonsi, the London Symphony Orchestra, Li’l Wayne, Gym Class Heroes, and Chris Brown –to name a few.
kiapr.com
Espíritu libre A UN RITMO DIFERENTE
Estabilidad. Diseño espectacular•Estilo único•Tecnología avanzada Eficiente consumo de combustible•La mejor garantía en el mercado #ritmodiferente
Para ganar, dibuja el círculo con la mano izquierda y el triángulo con la derecha al mismo tiempo
Driving is no game A recent study on deaths by car accidents conducted by the Psychology Department of the University of Texas at Arlington (UTA) reveals that talking on the phone while driving is much more dangerous that drunken driving. Not only that: according to the Puerto Rico Commission on Safe Driving, dialing and placing a call on a cellular phone are a driver’s two most distracting behaviors. Texting, the most common modality, is probably more deadly since it keeps the driver’s eyes on the screen and not on the road.
Guiar no es un juego. Tener el teléfono en una mano y el guía en la otra es un peligro innecesario y existe la tecnología para que puedas comunicarte sin arriesgar tu vida. Cuando guíes, concéntrate en llegar a quienes te esperan. Tus ojos en la carretera y tus manos en control. manosencontrol.com
RECOMIENDA
Para ganar, resuelve el laberinto y maquilla la cara al mismo tiempo
Guiar no es un juego. Maquillarte mientras conduces te quita los ojos de la carretera y pone en riesgo tu vida y la de los demás. Cuando guíes, concéntrate en llegar a quienes te esperan. Tus ojos en la carretera y tus manos en control. manosencontrol.com
RECOMIENDA
The purpose of this campaign is to communicate the grave danger in this type of behavior especially to the young, the group causing the greatest number of car accidents. The audience was invited to read while at the same time doing the puzzle on the ad, something obviously quite difficult if not impossible. This campaign made the Short List at Cúspide, Puerto Rico’s annual creative contest sponsored by the local association of advertising agencies.
Para ganar, traza el camino de A a B mientras lees el mensaje
Carlitos Carlitos: qslq socio q vas a acer hoy???? estamos tos n la playa, arranca paka
A
11:31AM
11:35AM Jose: naa trankilo me acabo d despertar aora, voy d kmino a lavar la guagua y dsps a comer 11:45AM Carlitos: dale dale, y esta noche, pa la placita? o vas a pichar d nuevo dormilón? tu duermes mas q un oso hibernando 11:58AM Jose: jajajajajajajaja q stas ablando tu, si t llame el otro dia y no kerias acer na
Carlitos: meeeereeee pescao!! Jose: dale loko ablamos dsps, m llamas
12:03PM
12:11PM
B
Guiar no es un juego. Textear te quita los ojos de la carretera y existe la tecnología para que puedas comunicarte sin arriesgar tu vida. Cuando guíes, concéntrate en llegar a quienes te esperan. Tus ojos en la carretera y tus manos en control. manosencontrol.com
RECOMIENDA
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. 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… Just like Kia, other car makers are launching fuel-efficient
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! 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.
It’s not madness, it’s obsession.
Nuevo
Nuevo
No es locura, es obsesi贸n.
No es locura, es obsesi贸n.
kiapr.com
kiapr.com
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.
Don’t cut down their wings In view of the the ever-increasing incidence of child maltreatment cases in Puerto Rico, this campaign was developed not just to create awareness of the damage caused on the child, but to provide parents and care-takers with the necessary tools to seek and obtain help. For this purpose, a hotline and website were included in all executions. Because it is in our hearts that we all keep our most cherished dreams, the emotional damage caused was portrayed as equivalent to cutting down the wings of a child’s heart, thus blockading that normal, wholesome development that will lead to a healthy happy life as an adult.
Estado Libre Asociado de Puerto Rico
No le quites las Inicio de un año libre de maltrato Cada 30 días, más de 200 menores son víctimas de maltrato en Puerto Rico. Necesitamos bajar las estadísticas. Y lo vamos a lograr. Mantente pendiente. Infórmate. Sobre todo, busca ayuda.
¡protégelo! www.abrazalavida.com Línea de apoyo 1.888.359.7777 Línea de emergencia 1-800-981-8333
TOP
se
sellers
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
23%
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
25.7% Overall Growth
6 5,570 Cars sold
82%
Ranking in auto industry
7.6% Market Share
Overall Growth
3,069 Cars sold
54.5%
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
“Awaken your Soul” Soul
2011
“There’s always one” Rio Campaign
2012
“It’s obsession” Rio
“Turn me on” Sportage
Client: Kia Motors Case Study: Forte: Mucho pa’ ti
Moving from a 6th position in its category to number 4. Raising the monthly sales average from 65 to 116 units. Increasing a 4.8% segment share to a considerable 8.8% share. Would this be asking too much? Not for us. This is how we did it. While ranking as the number 6 selling car in its category, the Forte model from KIA Motors had much better specs than the competition and we set out to prove it. A TV, print and outdoor campaign motivated our target audience blatantly stating that a car like this was “mucho pa’ ti” (in English, too much for you). Key to the success was challenging consumers to take a second look at the Forte by entering the webpage, comparing the Forte specs vs. the competition’s.
4
Ranking
116
Units Sold (Monthly Average)
6
Ranking
65
8.8% Segment Share
AFTER CAMPAIGN
Units Sold (Monthly Average)
4.8% Segment Share
BEFORE CAMPAIGN
FORTE SALES RESULTS
n
aig
oor
td Ou
p Cam
TV
The TV ad played in fast forward, because in regular speed, it would just be too much for you.
Website
Press Campaign
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 TV Campaign
Press Press Campaign Campaign
The The Results Results
digital
DID WE MENTION OUR
alDEPT?
yotengoyalacasita.com Thanks to a breakthrough digital platform, Popular Mortgage accomplished 12% of their mortgage loan applications online vs. 5% which had been their original goal. The story goes back to 2003 when penetration and use of Internet technology were quite low: Our assignment was to develop a campaign that would result in 5% of all loan applications to be made online. A 5-day teaser campaign was, like their tagline promised, everywhere (“Dondequiera”): billboards all over the Island, steasers on TV (5ss), radio (10ss), and print. Plus T-shirts on all employees at their mortgage centers. The Unique Selling Proposition was: “http://www. yotengoyaacasita.com Entra”. The call-to-action suffers in translation: log in (vs. “come in” which is the literal meaning, pun intended!).
RESULTS:
53,000 28,777 visits
registrations
The campaign theme, Puerto Rican Rafael Hernández’s popular love song “Yo tengo ya la casita”, was widespread over traditional media and the Public Relations efforts developed. Key to the success, however, was the use of digital efforts such as email drops and the development of a webpage linking to online application forms. Besides obtaining 12 % of all loan applications online, Popular Mortgage increased sales by 19% on that year.
Revlon breaks the clutter At a time when most (if not all) cosmetic brands had rudimentary static web pages, we developed a fully-animated, beautifully designed site for Revlon. Due to internal company reasons, the site did not launch in Puerto Rico. Instead, Revlon used it as their U.S. web page.
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. Appart from design and development, our responsibilities included daily content and community management.
Average Visits (Monthly)
70,000+ Average Unique Visitors (Monthly)
30,000+
to aim for the highest. to share the light.
The sky is the limit. BELIEVE.
The ultimate phase for your promotional efforts Nu Moon specializes in integrated promotions and custom events. We have creative resources that will surpass the highest expectations, the capacity to meet every need and the flexibility to perform at any level that you may determine.
We’ll do it from scratch: • • • • • • • • • •
Exhibitions Trade fairs, festivals and other corporate events Sporting events Press conferences Assemblies and conventions Parties Corporate Meetings Product launches In-stores Contests
Items for Corporate Events: • • • •
Booths Promotional materials Videos and/or photos on or for the event Catering
We’ll give you:
Lease:
• Custom articles and specialties • Event concept and ambient • Distribution of promotional materials • Interior decoration (i.e. shops, model apartments) • Characters • Settings of all kinds • Lounging or thematic areas • Entertainment • Tents (including custom) • Activities for children • Musical and artistic negotiations • Promoters • Models • Masters of Ceremony • P.O.P. material • Discount cards • Uniform design • Promotional vehicles • Jingles
• Tables, chairs, and tablecloths • Sound and audiovisual equipment • DJs • Lights • Sound machines • Tents • Podiums • Furniture of all kinds
Services : • Waiters • Security • Concierge: • Airport transportation • Coordination of lodging, meals, tourism and official activities, pre–registration
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 E S T B U Y L E F E D E R I C O C O S T A H A T O R E Y 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
Best Buy Logo, and the Tag design are trademarks of Best Buy e Services, Inc. in the United 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-Grand Opening of the 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 were sold by auction, with proceeds going to San Jorge Children’s Foundation. Distinguished local personalities and potential clients, were invited to participate in this unique event.
SAN JORGE
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 Américas
As part of the launching of the new KIA Rio, a vacant store lot at the largest, most popular shopping mall in Puerto Rico was leased and decorated for the occasion in order for potential buyers to come in and check out the models.
The decor reproduced the life of the character portrayed in the “It’s not madness. It’s obsession” campaign, including the character himself who was there for the delight of the public.
EVENT PLANNING
EXHIBITION WITH CUSTOM TOUCH SCREENS
EXHIBITION WALL GRAPHICS
EXHIBITION WALL GRAPHICS
SPECIAL EVENT PLANNING AND DECORATION
other events and special missions
FASHION SHOW COMPLETE PLANNING
EXHIBITION WALL GRAPHICS
EXHIBITION WALL GRAPHICS AND DECORATION
space design
EXHIBITION WALL GRAPHICS
EXHIBITION DESIGN
EVENT PLANNING
PRESS CONFERENCE
EXHIBITION DESIGN
WALL GRAPHICS
EXHIBITION WALL GRAPHICS
space design
WALL GRAPHICS
EXHIBITION DESIGN
EXHIBITION DESIGN
EXHIBITION DESIGN
4TH OF JULY COMPLETE PLANNING
EXHIBITION WALL GRAPHICS
EXHIBITION DESIGN
SIGNAGE
PROMO DESIGN
WALL GRAPHICS
WRAPPING DESIGN
EVENT PLANNING AND COORDINATION
WALL GRAPHICS
SIGNAGE
EXHIBITION DESIGN
WALL GRAPHICS
WALL GRAPHICS
you’ll love how we work but don’t take our word for it Mr. Gilberto Monzón Executive Vice President Individual Banking BANCO POPULAR DE PUERTO RICO 787.765.9800 ext. 506356 Mr. Antonio Duarte-Pino VP Marketing Strategy BANCO POPULAR DE PUERTO RICO 787.765.9800 ext. 505331 Mr. Marcelo Arroyo President LUIS FREIRE 787-622-0505 Mr. Abiezer Rodríguez Commercial Director MOTORAMBAR, INC. - KIA MOTORS, INC. 787-620-0900
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