I am committed to creating meaning for your brand and business.
A creative with an eye for branded content and brand storytelling, able to lead and support the creative production team with ideas and compelling, engaging approaches to any task.
Passionate and knowledgeable in developing breakthrough innovative ideas and transforming them to a narrative that meets a brand’s key performance indicators.
Capable of conceptualizing and developing work across multiple touch points, able to inspire colleagues to deliver creative excellence.
Leads and contributes to projects in partnership with internal and external designers, writers, producers, cameras, sound, editors, and marketing.
Excellent abilities to create presentations, and interpersonal skills to maintain a positive team atmosphere and relationships.
Excellent understanding of entertainment and advertising industries' best practices in design and writing and willing to stay abreast of current trends.
“Florencia is not only a wise, inspired, resourceful & knowledgeable professional that deeply understands human truths and uses them as conceptual and branding levers... She also is a noble, spiritual and peaceful human being whom is a real pleasure to work with.
Ernesto Suzan Reed, Marketing Manager Bacardi. Mexico.
“I highly recommend Florencia because she has an extraordinary ability to combine insight and ethnography expertise with creativity and storytelling skills. She designed and delivered for us a very comprehensive training in visual ethnography that change the way we worked as an account planning department. In a different company and with different responsibilities I'm still applying the learning and I won;t hesitate to hire again her to coach my team”
Rocio F. Brusseau, Executive Strategy Director, Starcom MediaVest Group. USA.
“I met Florencia when I arrived to JWT Mexico from Madrid branch almost 6 years ago. Very soon I started to discover her unique and rich profile. She was a planner, yes, actually a great one, but also she have been a researcher, documentary maker, scriptwriter, world traveler, anthropologist….there is no narrow label that could name her profile. This have always made her a really creative, unconventional thinker. Also Florencia is a great team player. AT JWT we had the tough challenge of leading the planning area as a team. Doing this is always hard. Criteria and styles need to be conciliated. Well, this was a remarkable experience. We made a great team and faced barriers, tough times and changes together and we succeeded. Planning area was a solid added value part of the agency. I have been in touch with Florencia ever since and admired her braveness to pursue amazing challenges and projects, such as becoming a Yoga instructor or designing TVC campaign all from the beginning including filming it. She is a great valuable asset for every project she is part of, but most of all, I believe Florencia is one of a kind”
Mariana Hernandez, Head of Creative Strategy Youtube/Google Madrid.