Agencies (1993-Present):

1. MIGUEL D. SERRANO (214) 989-6671 / arsegnio@hotmail.com Agencies (1993-Present): US: Bravo Group; Siboney; Lopez Negrete Chile: J. Walter Thompson; Grey; Publicis In Market Research since 1986. • Profile: • Solid methodological grounding and experienced in all phases of research; • specialized in building strategic processes and teams (and mentoring) to • maximize the input of market intelligence and consumer insight throughout all • stages of communications development, catalizing solid creative. 15+ years • of strategic leadership in Hispanic advertising working for blue chip clients, with • increased involvement in Multicultural and General Market. Experienced in retail, • packaged goods, laboratories, telecommunications and financial categories and • obsessed with demonstrating results. Twice Effie finalist, and two Gold Ogilvy’s. • Recent accomplishments: • Evaluation for Banco Alta Direccion (investment bank). Unprecedented ROI. • Twice winner of Advertising Research Foundation’s Ogilvy Gold award for • Multicultural Planning, for Bank of America (2009) and Walmart (2010). • Established Planning at LNC, sold model to main agency clients. • Grew department to 9 employees in 3 functional units (business analytics, • research and planning/consumer insight). • Generated additional revenue streams for agency. • Obtained top scores on all client evaluations • Best evaluated strategic department among Walmart creative agencies • Best evaluated agency ever for Miller Lite. • Drove 35% of Bank of America’s new account acquisitions in 2008. • Increased Hispanic traffic and sales for Walmart and Sonic. • Drove implementation of segmentation studies for Tyson, Maseca, Walmart, • Bank of America and Reliant. • Developed Holiday strategy and insights for Walmart that drove all • Multicultural and General Market communications. • Drove 5 year multicultural portfolio strategy development for DPSG. • Played key role in selling Walmart on developing Hispanic digital platform. • Increased copy testing scores for all clients measured. • Increased brand tracking scores for all clients measured. • Developed acculturation model that expanded target audience for key clients • and drove to culturally relevant Hispanic campaigns in English language media. • Played key role in major new business wins (DPSG, Kraft). • Walmart awards: • Best scoring spot of 2008; • Big Idea award for supplier of the year (Financial Services). • Twice Effie finalist with Publicis Chile on behalf of Nestle Brands (2007). • - reverted negative agency evaluations on planning in 3 months (06). • Revamped market strategy for Puma Chile to drive sales growth of 9% (2007). • Drove naming and branding process for new Arena in Santiago (2007). • Other Highlights: • Formed planning department for 3 high profile advertising agencies. • Formed & grew NY subsidiary of important Hispanic Market research company. • Participated in the conception and design of new Gov. Bureau of Youth (1989) • Education: • Entrepreneurship retreat for MBA’s: NYU Stern (By invitation) 2000 • Masters in Communication (MA): Hunter College, NY, NY 1995-1998 • Sociology (Licenciatura*): U. de Chile; Stgo, Chile 1985-1989 • Other: • Fully bilingual (Spanish and English). References available upon request. • * On the degree of Licenciatura: Dedicated credits equivalent to MA. Mission: To enhance an agency’s ability to produce outstanding creative solutions that will be effective in the marketplace, via the astute application of knowledge and teamwork. Understand the consumers (and how they perceive the brand and the market) in order to unearth a key insight for the communica- tion solution, providing the crucial bridge between the two worlds in order to get cus- tomers to engage profitably with the brand. Planning philosophy: Balancing fact with intuition to develop winning strategies: it takes insight to derive implications from data points, and to move all stakeholders into embracing the implications as their own. Category/Brand Experience: Retail: Walmart, Sears, Payless Financial: Bank of America Banco Popular, Walmart Financial Services, Banco Paris. CPG: Colgate, Dawn, Omo Food: Kelloggs, Nestle, Kraft, Tyson Beverages: Miller Lite, DPSG, Puyehue H2O QSR: KFC, Sonic Laboratories: Warner Lambert, Boehringer Ingelheim, Sanofi Aventis Telcom: AT&T, Movistar, Americatel Interesting things to know: • 5 years imparting 2 courses to senior • advertising students: Consumer Behavior • and Advertising Strategies (UDP -Chile). • Grew up in 3 continents. • Skipped 2nd & 3rd grades at US private • school in Chile: got scholarship through 12th. • VP of Chilean Green Party at age 23; • member of government that ousted dictator. • Hypnotist. • Music composer and producer. • Can’t walk by a ball without kicking it.