A creative strategy leader with more than 25 years in brand transformation, insights, innovation and communication development. I’ve built brands, teams and companies around the world by bringing disruptive ideas to everyday categories. My experience spans technology, finance, non-profits, packaged goods, spirits and automotive, and I have worked with start-ups as well as the world’s largest corporations.
INSIGHTS. INNOVATION. GROWTH.
| INSIGHTS |
I design, supervise, and interpret research to arrive at meaningful insights that help solve core business challenges and open up new possibilities for growth.
- Helped Charles Schwab shift its mass-market, low-value image and expand its presence in wealth management
- Identified global insights that drove a new positioning and communications strategy for PayPal
- Re-launched the signature Jose Cuervo tequila portfolio for Proximo Spirits in a highly competitive market
- Designed a multi-pronged study that led to the first global campaign for the Microsoft Windows portfolio
| INNOVATION |
- Helped design the first satisfaction guarantee in the wealth management industry, with the Schwab “Accountability Guarantee.”
- Created a new kind of currency for PayPal
- Partnered with Pedigree to implement a company-wide shift in culture, products and marketing with the “We’re for dogs” campaign
- Developed the first global positioning for Infiniti and defined the parameters of the brand for its introduction to markets outside the US
- Developed a new pricing framework and user experience for one of Asia’s leading satellite broadcasters
| GROWTH |
- Grew a small startup into one of India’s leading advertising agencies in 10 years and helped attract a global buyer
- Drove record-setting growth in new investments for Schwab
- Achieved a 20% growth in subscribers for Astro, a Malaysian broadcaster
- Helped grow LG into one of the top 5 accounts for the WPP Group
- Won effectiveness awards for creating the first significant uptick in market share for Pedigree in years
- Designed the capabilities, specifications and positioning for a new online research platform
- Reinvented the strategy function for a small independent agency, connecting business, brand and digital through a holistic research offering
WORK HISTORY
PARTNER, CHIEF STRATEGY OFFICER
BARRIE D’ROZARIO DILORENZO/
RISE & SHINE & PARTNERS
Venice, CA (2017-present) Building out a modern strategy and innovation offering (on a shoestring) at this independent agency. Designed a holistic research services offering and expanded the agency’s consulting services to offer brand and portfolio architecture, consumer journey mapping and integrated market research. Clients: Thrivent Financial, Land O’Lakes, Andersen Windows, Element TVs, University of Minnesota Health, Regis Hair Salons.
| Head of strategy at the second-largest office in the network, leading a team of brand, social and technology strategists. Responsibilities include brand identity, communications strategy and business development. Clients: Infiniti Global, PayPal Global, Charles Schwab, Jose Cuervo |
VP / GLOBAL STRATEGY DIRECTOR
CRISPIN PORTER + BOGUSKY
Los Angeles, CA (2014 – 2017)
| Brought in to help this entertainment creative services company evolve into a brand marketing agency from the ground up. Created a team and a philosophy that built upon the existing DNA: “The StoryMaker Agency.” Won new business worth $10M and deepened relationships with existing Hollywood, TV and gaming clients. |
PRESIDENT
IGNITION CREATIVE
Los Angeles, CA (Jan. 2014 – Oct. 2014)
| Helped establish and build the Los Angeles office into the second-largest in the network. Led strategy for American Express OPEN, Microsoft, Best Buy, Charles Schwab, Caesars, Anheuser-Busch and Netflix.Pro-bono re-positioning campaign for Boys & Girls Clubs of America. |
VP / EXECUTIVE PLANNING DIRECTOR
CRISPIN PORTER + BOGUSKY
Los Angeles, CA (Jul. 2011 – Jan. 2014)
| Global head of strategy for three of the agency’s blue-chip brands – LG, Bacardi and Chevron. Part of the team that grew revenues by over 200%. |
SVP / GLOBAL PLANNING DIRECTOR
YOUNG & RUBICAM
New York, NY (Aug. 2008 – Jul. 2011)
| Head of strategy on Mars pet food brands, notably Pedigree, as well as Whiskas and new brand launches. Served as sole agency representative on the corporate task force that helped define the Infiniti marque for its global launch. |
GROUP STRATEGIC PLANNING DIRECTOR
TBWA\CHIAT\DAY
Los Angeles, CA (Jan. 2006 – Jul. 2008)
| Returned to the agency I helped build as national head of strategy. Chief evangelist for the agency’s Disruption philosophy, designed, and led workshops with key clients like Apple, Pedigree, Standard Chartered Bank and Twinings Tea. Other Clients: Standard Chartered Bank, Mars, Henkel, Adidas, Panasonic and UNICEF. |
VICE PRESIDENT
TBWA\INDIA
New Delhi, India (Oct. 2002 – Dec. 2005)
| Headed marketing for Malaysia’s biggest satellite broadcaster and helped them establish two FM radio stations in India. Oversaw growth of subscriber base from 500,000 to 650,000 households. Developed one of the world’s largest digital ‘onTV-magazines’, Easymag, with Canal Plus, France, resulting in immediate savings of approx. $1M. |
MARKETING ADVISOR
MEASAT BROADCAST
Malaysia (Feb. 2001 – May 2002)
| Creative lead on the agency’s flagship Unilever Soaps business, as well as the country’s No.1 car company, Maruti Suzuki, Nestle chocolates and confectionery, LG Electronics, Parker pens, and a once-in-a-century campaign for the “Y2K Bug” (remember that?) for the Government of India, that featured the company’s top CEOs in ads for the first time ever. |
CREATIVE DIRECTOR
LOWE LINTAS INDIA
New Delhi, India (Feb. 1998 – Jan. 2001)
| My first job in advertising: Went from copy trainee to creative, strategy and new business head. Helped build this tiny startup into India’s Top 20, from $100k to over $10 million, and drove the merger with the TBWA network. Clients: Sony, Electrolux, Coca-Cola Company/Limca, Unicef, Population Services International and Gulf Oil. |
SENIOR CREATIVE DIRECTOR
TBWA\ANTHEM
New Delhi, India (Oct. 1988 – Jan. 1998)