I was a “Mad Men” woman.
Creative director in global ad agencies around the world. London, Amsterdam, Munich, Prague, São Paulo, Rio de Janeiro & New York.
Working in big advertising agencies I learned how to turn brands into ICONS.
I also learned how to navigate the hearts and minds of all types of consumers.
I started realizing that information only sells if translated.
The fascinating world of worldwide advertising.
From big board meetings with 50 people trying to fix a Super Bowl commercial for a multi billion dollar account, to working till 3am with my team on an new business pitch.
I got the gist of how to create audacious, attractive, funny, magnetizing, provocative, tantalizing ICONIC CAMPAIGNS.
I literally sat on the floor of a London global agency with the Chief Creative Director (CCD), a big icon in the ad business, as we frantically wrote headlines for an ad that I had just sketched—which became “THE” ad that originated "THE" campaign, that sold millions and went on to win international awards.
Advertising became my second skin.
Working in such big companies I couldn’t help but notice what worked and what didn’t.
When a process is repeated for so many years it’s no longer questioned - even when it's no longer efficient.
Inside the mad, mad race between Good vs. Great.
From the outside, the ad business may look glamorous, profitable, luxurious, exciting. In a few aspects it is. But a lot of what goes on stays invisible to the outside world.
And not everything in a corporate agency's scenario is clear, fair, congruent and dare I say, ethic.
At some point I realized...
I was creating award-winning work for brands I didn't endorse.
Something was wrong with that scenario.
It started dawning on me that we’d spend hundreds of hours—and millions, billions of dollars, launching, promoting and selling products that aren’t good for people, for their health, for their minds, for the planet. Products, that would actually make them sick, and I mean really sick.
I was no longer the devil’s advocate.
I was the devil.
Time had come.
I had learned the craft and it was time to take the next step. They say when the student is ready the book falls on his head?
I started being approached by friends of friends who were launching companies that had a different, more purposeful approach.
I realized there was a whole new layer of brands in great need of this position I had learned so well to provide.
Companies with a passion,
a drive, a different mind-set,
a greater reason to be.
I started with those brands.
• A platform for millennials to lead the world by example.
• A sustainable and environment-friendly, natural anti-age cream
• A music label with an new approach to creating, listening and selling music
• A dating app for conscious people
• An organic and raw line of "un-makeup" products.
Eventually I left the agency world and started working with smaller, leading edge brands that are technologically and consciously innovative.
Brands that I could, and did, fall in love with.
ICONscious was born.
Today we position brands by finding their highest value and clearly translating it into an irresistible ICON Campaign that becomes instant success.
So, if you have a fantastic brand that isn't magnetizing the type of clients and sales you want, let's talk.
I WILL ask you to step up and play a bigger game. But again, that's what you came here for.
Click the the button below and let's have a strategy filled, brand-altering conversation.