Sergio Terry

Led the full strategic and creative repositioning of Scotiabank’s direct investing brand, redefining its market role and customer relevance.

Built a future-facing platform and creative concept grounded in cultural and behavioural insights.

Applied synthetic data modelling and AI research to identify untapped audience segments and messaging opportunities.

Delivered brand narrative, value proposition, and messaging architecture, enabling a high-impact launch with measurable engagement and conversion gains.

Designed a global framework for Scotiabank’s credit card ecosystem, unifying design and experience across markets.

Conducted behavioural research across 15 psychographic and demographic segments in North and Latin America.

Integrated sensory cues, design psychology, and brand identity into a scalable, locally adaptable system.

Produced actionable guidelines for visual design, UX, and product storytelling, ensuring global consistency.

Created the cultural and creative strategy for Scotiabank’s Pride platform across Canada and LATAM.

Led cultural research and regional sentiment mapping to capture diverse expressions of allyship.

Developed a unifying creative concept celebrating resilience and inclusion while reinforcing the brand’s social impact.

Enabled multi-channel activation—branch, social, events—driving high engagement and positive sentiment.

Founded and scaled one of LATAM’s most awarded independent agencies (70+ creativity and effectiveness awards; Top 20 WARC). Partnered with brands including AB InBev, Volvo, SAP, Falabella, Plaza Vea (Peru’s largest supermarket chain), Alicorp, and Belcorp to design strategies where cultural insight met narrative craft.

Repositioned Peru’s most iconic beer from a distant heritage brand to “La Cerveza del Barrio”. Built a three-year storytelling platform anchored in the barrio’s wit, pride, and resilience, spanning 15+ breakthrough campaigns across music, fashion, and sport. Strategy recovered +5% market share in Lima, regained national leadership after 4 years, and earned the Grand Effie Perú (Best Brand Positioning) and the brand’s first Cannes Lion.

Co-created a personal care brand for pregnant women, from ethnographic research to live concept testing. Developed a 100K+ member community, generating hundreds of content pieces and deep product insights that shaped a 2023 launch exceeding early sales projections. The brand’s narrative — “celebrating the woman behind the bump” — became the anchor for product innovation and content strategy.

Led a strategic repositioning to mature the brand’s image beyond its teen origins. Shifted from a packaging-driven refresh to an attitudinal platform portraying beauty as part of a more confident yet vulnerable life stage. Delivered Belcorp’s most-watched brand content in history (+4M YouTube views), a +15% YTD sales uplift, and a Gold Effie in Beauty Products.

Directed multi-market narrative campaigns for Volvo (mobility futures), SAP (digital transformation), and Falabella (first e-commerce platform for a Peruvian retail brand). Consistently integrated AI-driven cultural analysis into campaign ideation.

Generated $4M+ in annual revenue with a lean cross-functional team, mentoring 20+ strategists and creatives across LATAM.