“Turning chaos into
clarity is mi favorite
brief.”

I’m a peruvian senior strategy consultant with eight years
expertise in brand, comms and digital strategy working in
advertising agencies, educational institutions, and public
sector organizations. Nowadays, I’m Strategy Director at
Circus Grey Peru and Part Time Professor at the most
prestigious advertising institute in Lima.

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GET IN TOUCH

Challenge. Cayetano has always been recognized as the
best university to study medicine in Peru. The problem we
found was that young Peruvians only thought about
Cayetano to study medicine and not other careers.

• Resolution. Fighting this paradigm required a culturally
  relevant and powerful connector. Therefore, we analyzed
  the situation in the country and realized that Peru is a sick
  country: a country with multiple crises that needed other
  professions to help heal it.

Cayetano is more
than Cayetano.

• Universidad Peruana Cayetano Heredia

Challenge. Scotiabank Fútbol Club is a program that
promotes inclusion in LATAM through four programs:
Championships, Soccer Fields, Red Balls and FutbolNet.
This great initiative did not have the positive impact or
recognition it deserved despite having a presence in 8
countries.

• Resolution. For its relaunch, we decided to investigate Latin
  American society and we found a powerful insight: The
  playing field is uneven on this continent and to level it we
  invite you to reflect: What would happen if Carles Puyol had
  been born in a vulnerable neighborhood?

Latin America, get
all on the field!

• Scotiabank Fútbol Club

Challenge. After having built on a noble brand purpose,
Oncosalud migrated to a promotional approach, which
seriously affected the brand's health, the proximity of its
consumers and the positive sentiment.

• Resolution. We analyzed a frightening data: 70% of
  Peruvians arrive at their diagnosis too late and by 2023
  there will be a 30% incidence if we do not insist on a
  preventive culture. Therefore, we decided to create an
  honest and selfless action: Bring all available oncology
  brands closer to the people: our own competition.

Fighting alone is
not enough.

• Oncosalud

Challenge. We observed a growth in out-of-home
consumption penetration that reached 12.3 pp. Therefore,
we sought to increase the penetration of Aji-no-men® Vaso;
capitalizing on this market movement.

• Resolution. We discovered that our audience (GenZ) ends up
  overwhelmed and stressed by their daily workload inside and
  outside the home. Therefore, they look for a food not only to
  satisfy their hunger, but to help them feel better in their day-
  to-day life. Aji-no-men® Vaso is presented as a food that
  comforts their souls in those moments.

Relax with SO-PI-
TA Ajinomen.

• Ajinomen

Challenge. Due to the challenging economic-social-political
situation, people thought they would not find "prices they
can afford" at drugstores. This directly affected Mifarma
conversion rate at.

• Resolution. The research gave us a verbalization: "The
  constant search for better prices becomes a challenge that
  prevents me from feeling like I'm saving." However, Mifarma
  had a strength that was never capitalized on: the variety of
  categories and products would increase purchases.
  Therefore, we invited people to buy products, including non-
  pharmaceutical products, so they feel like they are saving.

Feel all discounts
on your pocket.

• Mifarma

“Excellent in his presentations before any
audience, he approaches each project with
enthusiasm and dedication. Eduardo adds to
his professionalism the passion and sensitivity
of a musician, another extraordinary talent that
runs through his veins. If you are considering
Edu for your team, do not doubt that he will be
a valuable addition.”

“I had the opportunity to work with Eduardo,
who was the leader of the digital team at
School of Rock. During all this time, Eduardo
proved to be a highly skilled professional,
passionate about digital and up to date with
the latest market trends. A great leader at a
strategic level, and with a mix of creativity
and good vibes in every work process.”

“Edu, as an expert in Digital Strategy, always put
all his knowledge and skills at the service of each
project and for each assignment, no matter how
large or small. Eduardo has managed to garner
praise and congratulations from international
clients thanks to his analytical skills, innovative
proposals and leadership.”

“His digital expertise and advice allowed us to
establish an optimal digital strategy (which he
led) for the communication of our new
positioning and the relaunch of our regional
Scotiabank FC platform. From the conception of
the ‘client journey’, which allowed us to fully
optimize our approach on social media, to the
daily coordination with our media agency, it
allowed us to obtain positive results.”

Sandra Zarak

CEO & Founder at Sherlock

Juan Andrés Granadino

Global Sponsorships at Scotiabank.

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