What do all the companies raising over $100 billion in the last decade have in common?
They don’t advertise. They tell stories people understand.
After a decade in top ad agencies, I’m shifting to shape strategy and creativity.
People believe what they see, not what they’re told.
Challenge: Bosch says its tools are tough. The internet doesn’t care.
Strategy: We handed over testing to real people—letting Instagram votes decide how Bosch tools got tested.
Result: 50K+ votes turned into extreme tests, reaching new audiences Bosch never had before.
People don’t care about ads. They care about what matters to them. Sometimes, that’s an ad.
Challenge: Summer 2020. A pandemic shut down global travel. Millions canceled plans.
Strategy: Instead of promoting new destinations, we reminded travelers that they could get the same experiences without leaving Germany.
Result: Deutsche Bahn shot up +10 points in brand popularity during travel bans.
If you have nothing worth saying, don't say it.
Challenge: Bees see flowers differently than humans. How do we help people plant what really matters?
Strategy: On World Bee Day, we created an Instagram filter simulating the bee color spectrum, helping gardeners plant smarter.
Result: Over 110K flower buyers turned to OBI’s filter to check for bee-friendly flowers.
Let’s talk creative strategy.
Email: sanchezlopez.juanjose@gmail.com