to trust is to listen

feel. wonder.BELIEVE.

TheofBookSecrets

BIRTHING

In 25 years, this once small agency has evolved into an indescribable category:

Implementing proactiveinitiatives characterized by uninhibited creative potential, this agency roams unchartered territories.

Its members form a different species; a wild breed witha heightened sense of perception and an obsessive needto fulfill the materializationof each client’s potentialthrough creativeand sometimes unconventional means.

with what is quite possibly the lowest employee turnover rate in the industry

unhindered by the effects of relentless expansion and a steady influx of a diverse clientele

success that’s undeniably tied to a progressive vision

creating a niche for innovative concepts that embody a recognizable style

a brand.

BIRTHING

A CREED

We believe a hands-on relationship with every client will generate an interdisciplinary approach that guarantees meaningful and measurable results. We aim to fill in the gaps between what is and what could be.We ascend achieving the impossible. We will never turn downa challenge. We inject creativityinto the mundane;we become obsessed.We invest too much. We are too passionate, too driven.We work too much…we are insane.

We won’t stop working. We are disciplined, hardworking, perfectionists.

We are not publicists. We are addicts.This is not our job, but our lifestyle.

Trust. Use our obsession. Achieve your goals.Rid yourself of limits…for we have non. Set your bar high;and we will make it soar.

A CREEDIt is in our nature. It is who we are.

Believe.

ALLIES

ALLIES

theBelievers

teresuárez

lisarivera

PresidentChief Creative Officer

To see what’s invisible and find, in every struggle, the hidden promise of a new, remarkable idea. To never tire of that ever fruitful search defines her life.

Vice PresidentAccount Management Director

Competitive. Hands-on. Too passionate to stop that hunt for the opportunity where a client will gain an edge.

luisrivera

alicequilichiniAssociate Creative Director

Sagittarius: half man, half horse, pointing high toward the sky… To children of a sign that rules international communication, success comes easy simply because they believe.

Multi Media Creative Designer

A silent sage whose highly resonant electronic structures keep the music inside with utmost difficulty. The perfect crossbreed between a technology guru and a creativity engineer.

raúlcosculluela

rosaritogrillasca

Art Director

An artist or a politician? Perhaps a warrior… or a philosopher. A chef? Infinite possibilities roam the interior landscapes of a 21st Century Renaissance man.

Vice PresidentFinance and Administration

Well practiced in the art of achieving the impossible. Conqueror undefeated that masters the discipline of peace.

patricianoble

maruchisuárezjeanpaulmiró

marieaponteSenior Account Executive

Hard work and a focus on proper form and technique. Born to be an athlete and moving efficiently with power and precision, her extra mile counts for 10.

Studio Designer

Children growing out of flowers. Words that become birds. All things are beautiful, touched by the dreamer of design.

Art Director

True genius is figuring out how to eat, drink, sleep, and breath that joy of mastering design. And then some.

General Manager

Silent and invisible, the faith whisperer shuns away demons and ghosts without detaining the rush of figures that come out of the shadows to be basked under her light.

suaniarodríguezSenior Account Executive

Like a princess unafraid of the wheel of time spinning away, the artisan of solutions stands convinced that a multitude of gnomes, goblins, and yes, even giants, will heed her command.

sorimarcotto zul y.garcía

keiladíaz

Broadcast | PrintProduction Manager

Controller of the wild winds. Unafraid of threatening hurricanes. Precursor of strength, speed, and might, there is always a wall where the roaring seas must bow.

Producer

The flip turn, a somersault in the water where you flip and turn using your legs to power-kick off the wall, when completed properly is fast, efficient, and time-saving. If you’ve ever watched Olympic swimming, you know the life of a producer.

Strategic Media Planner

Creator of destiny and guardian of the gate. Loyal to the vow of liberating only the unspoken message.

mayraloubriel javierrodríguez

adrianapiñeda

elizabethramos eileennieves

paquitabelgodere

emmatorres

Copywriter In-House PrintProduction Coordinator

Junior Account Executive

Executive Assistant Accountant

Administrative Assistant

Media Specialist

franciscorodríguezDigital Designer | Editor

Traffic Coordinator Junior Accountantdalishacoriano isaantonsanti

rebecaiglesiasdianasuárez gisellejiménez

laurasáezdagmarrodríguez

yamilblain

daysharivera

tirshamélendez

zaíntorresIn-House PrintProduction Coordinator

Traffic CoordinatorAdministrative Assistant Graphic Artist

Junior Account ExecutiveCopywriter

Graphic Artist

Account Services Assistant

Traffic Coordinator

Digital Designer | Editor

danacruzReceptionist

campaigns

campaignsA SELECTION

Advertising campaigns for Popular Mortgage seek to strengthen the relationship between the institution and its clients, demonstrating that they know and understand their clients so well that they are able to offer the best options at the time of applying for -or refinancing- their home mortgage loan. This campaign is no exception.

Every day we all make decisions, some more important than others, from what shirt to wear to whether having dinner with your parents or staying late hours at work. Which movie to see. Taking the expressway or the toll-free road. Thus, from small and big decisions, we make our day, our week, our life…

DecisionsNaturally, the decision of buying a house or refinancing your mortgage loan is a significant one, and Popular Mortgage reaffirms the client’s power to decide by adapting “Decisiones” (Decisions), a well-known hit from renowned Latin American songwriter Rubén Blades, and interpreted by three of our most popular performers from three different generations: Cheo Feliciano, Ismael Miranda, and Víctor Manuelle. And was this ever a hit!

HAZ TU HOGAR AQUÍ

DESDE SAN JUANSE VE EL FUTURO

Adding new population to San Juan is one of the goals of the Santini administration. In this regard, The Walkable City is perhaps the most significant project due to its impact on many aspects of the local economy, while representing a new vision of the City.A vision that enhances its beauty and preserves historical landmarks while refocusing and redefining its economic activity.

Starting with the restoration of the cobblestone streets in Old San Juan to then show a light-rail train that will take passengers right into the Old City, the campaign reveals what this new vision will bring : the first dolphin cove in Puerto Rico, a new Equestrian Center, the recovery of our shoreline through the construction of a

From San Juanyou can see the future

boardwalk... All, to wow the audience and get more people to move to San Juan.

And since not all of this has been built yet, we look at the future through the imagination of a kid who is magically surrounded by lights that take him into the new world that our Capital will become.

The slogan, “From San Juan you can see the future”, refers to the fact that what is portrayed is not yet a reality while, at the same time, rightfully placing San Juan in a position of leadership as Puerto Rico’s Capital City: the place where you first experience the promises that the future holds.

No es locura, es obsesión.

Nuevo

A los 40 meses de edad instalé mis primeras 40 bombillas, ahora tengo 40 “chandeliers” y 40 millas por galón.

Tengo 40 bicicletas...

Tengo 40 pares de zapatos.

Tengo 40 gatos.

In the digital era in which we live and with the infinite amount of information that we re exposed to, it is more and more challenging to catch and retain consumers’ attention. Likewise, the car industry is over-saturated with ads that claim to offer the same: great design, features, and innovation. Thus, making a unique statement that sets us apart is more important than ever.

On the other hand, due to high gas prices consumers are searching for fuel-efficient vehicles. The newest Kia Rio offers 40 miles per gallon, which is obviously a great selling point. There’s only one problem…

Just like Kia, other car makers are launching fuel-efficient

It’s not madness, it’s obsession.

vehicles. How to make our 40 miles per gallon stay in the consumer’s mind is, thus, our greatest challenge -not to mention setting ourselves apart from the rest!

This is how we developed our eccentric character, a man with a number of characteristics that make him memorable and who wants to have 40 of everything.

y 40 millas por galón.

No es locura, es obsesión.

Nuevo

kiapr.com

It’s not madness, it’s obsession.

y 40 millas por galón.

No es locura, es obsesión.

Nuevo

kiapr.com

DIGNIDADY RESPETOPOLICÍA DE PUERTO RICO

DIGNIDADY RESPETO

Treating each other with dignity and respect was our basic message, and all the executions presented a police officer side by side to a civilian in order to establish them as equals. Real people told their own stories in their own words, reinforcingthe fact that we are all doingthe best we can.

Why? Because of bad press in relation to the high incidence of crime in Puerto Rico and accusations of police corruption and/or brutality, which called for a campaign to restore the image of the Police Department.

In order to meet our objective, the following points were addressed in the campaign:

1. Bring out their human side

2. Theirs is a tough, high-risk job, generally underpaid

3. Public service is a vocation

4. Encourage dialogue instead of confrontation

5. Highlight the importance of duty

6. Disclose hard facts

The campaign proved successful in developing empathy and understanding on the part of our audience, while building up morale and motivating the force to bring out their very best.

DIGNITY & RESPECT

Ponemos lo que hace falta.POPULAR AUTO

We providewhat you’remissingPopular Auto made a come back with a campaign based on the fact that they’re not in the business of selling cars, they facilitate the purchase. That’s where the concept “We provide what you’re missing” comes in, literally referring to the vehicle and also to the service offered by the institution: great financing, swift processing, expertise…

Graphically, through photos where you never get to see the car, Popular Auto positions itself as the solution to a client’s transportation needs.

Each photo tells a story while presenting a variety of clients. From the businessman stuck in morning traffic to the soccer mom driving the kids all day long, these photos give us everyday life as we know it.

Bottom line, the message is clear: We all need transportation to move on. And for all of us, the solution is Popular Auto.

TOP sellers

sellers

Client:Popular Mortgage

Case Study:Brand Positioning

MARKET SHARE

6%

12$300.8M

1998

INDUSTRYRANKING

VOLUME

MARKET SHARE

18%

MARKET SHARE

13%

MARKET SHARE

28%

MARKET SHARE

32%

11

28

2000 2007 2009 2011

INDUSTRY RANKING

$763.8MVOLUME

$1,440.6MVOLUME

INDUSTRY RANKING

$1,526.5MVOLUME

$1,283.8MVOLUME

INDUSTRY RANKING

INDUSTRY RANKING

1999 -

FIR

ST

CA

MPA

IGN

WIT

H T

ER

E S

UÁ

RE

Z

1999“Esencia de la vida”

1999“Más millas”

2000“Doblemente fácil”

2001“El valor de la vida”

2002“Momentos”

2003“Yo tengo ya la casita”

2004“Yo tengo ya la casita II”

2005“Mis clientes mi gente”

2006“Si lo ves dondequiera”

2007“Historias”

2008“Déjalo en nuestras manos”

2009“Haz el ejercicio”

2010“Testimoniales: Impulso

a la Vivienda”

2011“Decisiones”

2012“Eres”

Client:Kia Motors

Case Study:Brand Penetration

2,038

2011201020092008

Cars sold

11Ranking in auto industry

10Ranking in auto industry

3,069Cars sold

46.5%Overall Growth

4.0%Market Share

6.1%Market Share

5,570Cars sold

48.9%Overall Growth

7,002Cars sold

51.3%Overall Growth

Kia

par

tner

s w

ith

Tere

Suá

rez

8Ranking in auto industry

7.6%Market Share

6Ranking in auto industry

2009 2010

2010 2011

2011 2012

“Security”Sedona

“Enjoy life”Rio

“Soul Rocks”Soul

“Feel the drive”Sorento

“Family-like care” Service

“Awake your Soul” Soul

“There’s always one”Rio Campaign

“It’s obsession”Rio

“Turn me on”Sportage

As part of the efforts to reduce widespread violence in Puerto Rico, the Legislature passed an amnesty law granting protection from investigation and/or prosecution to those who surrendered arms, whether legal or not, during a specific period of time.

Being armed is the first requisite to kill, so the objective was to remove as many arms as possible from circulation.

The primary target for this campaign are the young hit men (“gatilleros”) who tend to go on killing rampages where innocents die simply because they were in the wrong place at the wrong time. Also target are small time crooks who break into homes to steal and end up killing their victims.

Because these people will only listen to their own, inmates in a maximum security prison acted as spokesmen for the campaign, telling their real stories in their own words, and urging the surrender of arms as opposed to ending up like they did.

Print ads in major circulation newspapers gave the list of places where arms could be surrendered. The results far surpassed everyone’s expectations.

EN

TR

EG

A D

E A

RM

AS

.L

IBE

RTA

D P

AR

A L

A V

IDA

.G

OB

IER

NO

DE

PU

ER

TO

RIC

O

Moisés Hernández Complejo Correccional - Institución Máxima Seguridad

Las Cucharas, Ponce

“ESTÁS A TIEMPO.COGE ESTE MENSAJE Y SUELTA LA PALOMA.”

30 193 158 238 135 108 317 85 69 68 108 0 0 2 1 0150 204

Firearms handed in by week

132

1,999Total amount of firearms handedin during the 2012 Amnesty(90 day period)

60Amount of days that the campaign ran

12Total amount of firearms handedin during the 2004 Amnesty(90 day period)

MEDIA PLACEMENT PERIOD

Client:Puerto Rico Police Department

Case Study:2012 Firearms Amnesty

Press Campaign

The Results

TV Campaign

digitalDID WE MENTION OUR

digital ?DEPT

Graphically, it’s a breakthrough in terms of government websites.

Interactive to the point you can request practically any service you may need.

Newsworthy, especially during election year where even events sponsored by City Hall cannot be promoted without great difficulty.

The Capital City Online

Revlon breaksthe clutterAt a time when most (if not all) cosmetic brands had rudimentary static web pages, Revlon flaunted a fully-animated, beautifully designed site.

This was the first time ever that the name of a campaign was used as website address, something that everyone else is doing now.

In those early digital-era days, getting visits in excess of 30,000 per month was another breakthrough.

The campaign still remains top in unaided awareness.

yotengoyalacasita.com

MISSIONSspecial

MISSIONS

BEST BUYgrand opening VIP event

T E C H N O L O G Y A S A R T

Antonio Martorell

T E C H N O L O G Y A S A R T

B E S T B U Y 2 3 0 C A L L E F E D E R I C O C O S T A # 1 1 1 8

H A T O R E Y P .R . 0 0 9 1 8

Best Buy, the Best Buy Logo, and the Tag design are trademarks of Best Buy Enterprise Services, Inc. in the United States and/or other countries.

T E C H N O L O G Y A S A R T

Antonio Martorell

T E C H N O L O G Y A S A R T

B E S T B U Y 2 3 0 C A L L E F E D E R I C O C O S T A # 1 1 1 8

H A T O R E Y P . R . 0 0 9 1 8

Best Buy, the Best Buy Logo, and the Tag design are trademarks of Best Buy Enterprise Services, Inc. in the United States and/or other countries.

T E C H N O L O G Y A S A R T

As part of the exclusive Pre-Opening of our first Best Buy store in Puerto Rico, true collection pieces, inspired by the most advanced electronics technology and created by renowned Puerto Rican artist Antonio Martorell, can be acquired by a silent auction, with proceeds going to San Jorge Children’s Foundation

As one of our distinguished local clients, we are inviting you to join us and participate in this unique event.

We are eager to greet you on Tuesday, February 26, 2008, at 5:00 p.m. at our new Best Buy at 230 Calle Federico Costa, Hato Rey.

RSVP 787-250-6248

Antonio Martorell

S A N J O R G E

P R E - O P E N I N G E V E N T A N D A S I L E N T A U C T I O N

Tuesday , February 26, 20085:00-9:00 p .m.Best Buy TM in Hato Rey

BEST BUYgrand opening

Gran Apertura Gran Apertura Best Buy Puerto RicoBest Buy Puerto Rico

For the grand opening of Best Buy in Puerto Rico, along with the VIP Event, Best Buy sponsored singer Olga Tañón’s Comeback Tour. Tickets to her concert were handed out to the first 200 people to arrive. On day 2 of the grand opening, Tañón made an in-store appearance and mingled with the crowd.

Gran Apertura Gran Apertura Best Buy Puerto RicoBest Buy Puerto Rico

2012 KIA RIOshowcase of the in Plaza Las Américas