Daniel Delgado

With a hybrid profile combining branding and social media, I deeply understand the digital ecosystem and cultural trends. I always seek to understand consumers through empathy and research. I believe that strong and distinctive brands can be created through social media and digital platforms.

Areas of expertise: Qualitative Research | 4C's Analysis | Creative Strategy | Brand Strategy | Comms Strategy & Planning | Social Media Strategy | Branded Content Strategy | Annual Brand Plans

Agencies: Burns, BTOB Livebrands, Fuego Camina Conmigo, Jellyfish & Viernes.

Clientes: Pantene, Sephora, Lupa Supermercados, IKEA, Olay, FRIPOZO, Airbnb, Chocolates Trapa, ISDIN and more soon.

Reporting directly to the Strategic Planning Director, I'm responsible for the day-to-day strategic development in Ogilvy, leading strategy and research for clients and New Business.

➝ I worked on defining strategic routes and insights searching for Vueling's campaigns (Winter, Easter, Summer, Back to School, and Christmas) and activations. Creative feedback and review of concepts and insights to test if they work in other markets. Trend research for content inspiration and proactivities.

➝ We pitched and won the launch of Jagërmeister's new campaign. A deep understanding of Gen Z was the key to winning the pitch. The "Created by Night" campaign pursues the redefinition of the meaning of night because night is the territory of creators.

➝ We pitched and led the strategy for Occident, conducting research to uncover and validate insights that helped to develop the proposal for the new 2024 repositioning campaign.

➝ We pitched and led the strategy for the proposal of CaixaBank's commercial campaigns for 2024.

➝ We developed the new brand strategy for ISDI. We conducted internal and external interviews, competitive studies, and workshops that helped us define ISDI's differential value and brand territory.

➝ We worked on the brand strategy and the new campaign for Implika.

I also worked on projects for Dufry, Audi, Nestlé International, Generalitat de Catalunya, Balfegó, Volkswagen Commercial Vehicles and Saba.

Reporting directly to the Head of Strategy and Co-Founder, I was responsible for strategic development, leading strategy and research for day-to-day client work, and collaborating on New Business projects.

➝ Leading the brand and comms strategy for Jumpers. We helped a forgotten brand to become a reference and viral brand among Generation Z (from the digital code and brand personality) and Millennials (from nostalgia).

➝ Developing the brand and comms strategy for Cacaolat. We launched the new repositioning of the brand, an evolution from indulgence to positive of the daily chaos of families. Results: Cacaolat reached new consumers (+22.2%) increasing the average purchase (+20.9%) and the average spend (15.9%) according to Kantar.

➝ Leading brand and comms strategy for Durex. We pitched and created the first sex education platform, Hay Tema, where experts in sexology resolve teenagers' doubts in real time on TikTok. Results: The TikTok channel has reached 235K followers, 1.8M likes, and more than 73M views.

Clients: Estrella Damm, Decathlon, Viena, FastLove, Xibeca, Noora, A+, Revlon and Popitas. NB: Durex, Cacaolat, Bulldog Gin, Ferrovial, Pisos.com, Imagin and Batidos Pascual.