Leonardo Ross Shopper Marketing Portfolio

Leonardo Ross

Nothing is more exciting to me than to discover emerging trends, cutting-edge creative or shopper marketing ideas that move

consumers into shoppers. And it’s the job of a Creative Director & Strategic Planner to be able to decipher trends that are

actionable, ideate, recognize excellent creative, and leverage planning skills to produce Marketing Platforms that sell.

As a respected, award-winning executive I have a solid background working for and interacting with diverse, high-profile accounts. I have learned the craft from the ground up working in

roles such as Copywriter, Creative Director, Executive Creative Director and Shopper Marketing Strategic Planner. I am fully

English/Spanish bilingual and have won numerous awards from organizations such as: the Cannes Advertising Festival, the

London Film Fest, CRESTA, the NY Film Festival, National Addy, Advertising Age, and Hispanic Advertising Age.

A NEW CULTURAL REALITY

P&G HABA SCALE PROGRAM @Walmart

Connecting with bilingual – bicultural

STORE REINVENTION

Apparel Department @Walmart

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PitchDepartmentalRe-invention

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AisleRe-invention

Clarity:

Modular merchandised by type and then by brand. Example pieces of cookware tethered to shelf to allow the customer to touch and feel.

Cooking segments aired in aisle. “Kitchen” finishes like wood, stainless and granite complete the shopping experience.

Clutter:

Modular merchandised by brand blocking. No way for the customer to differentiate except by packaging information and price.

Work:

DepartmentRefresh

New Layout

Produce Department redesigned to convey freshness and “human touch”. Final look included “market” elements like wooden bins, awnings and three dimensional signing.

Old Layout:

Department utilized plastic and corrugate crates and dump bins. Signing was confined to labeling and pricing. Effect contributed to “commodity” feel and detracted from the desired freshness message.

INCREASING THE BASKET

EA Sports Platform @Walmart

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EA Sportsfor Walmart

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NATIONAL PRODUCT LAUNCH

Ariel Liquid @Walmart Mexico

To re-launch Ariel Liquid in Mexico with a superior formula that cleans better than any other liquid detergent while protecting clothes.

Listing

Arriving

Evaluating

Purchasing

Stocking

Consuming

Selecting

Searching& Discovering

Assessing

Assessing(product)

Assessing(experience)

Executio n

Planning

Evaluatio n

Deselecting

Sharing

P

rompt

Coordinating

Fabric Care (Liquid)Shopping Cycle ™

“I’m running out of detergent!”

She shops on Autopilot

“Hmm... here is“Mas Color”!”

Through experience she has built a toolkit to achieve the best laundry results and she is

convinced of having the best tool for each task.

Redefine her idea of what a good liquid detergent can do for her making her question

her current brand of choice.

Nuestra madre objectivo es una perfeccionista que siempre esta buscando productos que le aseguren un resultado optimo en todo lo que hace por su hogar y su familia. Por eso, queremos que dude de su detergente liquido y pruebe el nuevo Ariel Liquido.

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SALES COMMUNICATIONS

Molson Coors @Walmart

Rising above the rest troughculture



















WHAT PEOPLE SAY ABOUT LEO

“Insightful. Strategic. Creative. These are simple words that are brought to a whole other level when working with Leonardo. Not only a great person to be a part of your team but a crucial player to bring the level of your strategic thinking above the norm.” March 23, 2012 Newton Moreira, Sr. Account Executive, Traver Hispanic Marketing Group worked directly with leonardo at TRAVER Hispanic Marketing Group

“Leo is always able to tap in to consumer/shopper insights and translate it to creative. He has the ability to push creative work to the highest level. In addition, he knows how to re-start and energize a team if it hits a wall. His intellect allows the possible and what is thought to be impossible. Leo is very forward thinking. He is constantly tapped in to what is next.” July 13, 2011 Kim Meyer Johnson, Marking Director, University of Arkansas reported to leonardo at Saatchi & Saatchi X

“Leo is is fully immersed in how consumers (us) connect and how to bring ideas into the consumer conversation and evolve those conversations. He will find the insights, develop the strategy and design the solution. His approach is transformative, intense, thorough and unexpected. If you are ready to step from the current orthodoxy and onto a new path, he is your man.” May 20, 2010 David Aureden, Senior VP, Saatchi and Saatchi X worked with leonardo at Saatchi & Saatchi X

“Leonardo is masterful at developing great creative because he finds, understands, and leverages powerful consumer and shopper insights to make a connection with his audience. He also understands that at the end of the day, great creative is only as good as the results it produces. I consider myself fortunate to work with him.” August 25, 2008 , Nicholas Sammer, Account Supervisor Saatchi & Saatchi X worked indirectly for leonardo at Saatchi & Saatchi X

“When Leonardo first joined Saatchi & Saatchi X, the creative department wasn't the same department it became just a few months later. Under Leonardo's leadership, a true partnership developed between Account Service and Creative to the benefit of both clients and the agency. He has fun, is strategic and always seeking to learn and understand. Leonardo is also quite remarkable with clients-I've seen the most difficult client melt in his hands. Leonardo Ross is one of those rare creatives that has always been a pleasure to work with.” August 24, 2008 Anne Villarreal, Account Supervisor, Saatch & Saatchi X worked indirectly for leonardo at Saatchi & Saatchi X

“I just realized that it's been over five years since I worked with Leonardo, yet many of the things we discussed daily over coffee, and that he passionately defended, were early visions of the current communication world. I’ll echo those who’ve already stated how energetic, strategic and creative he is. If you want someone to surprise you with a fresh perspective this is the guy to invite over for a cup of coffee.” July 18, 2011 Juan Arteaga, Director, Arteaga & Arteaga worked directly with leonardo at ARTEAGA & ARTEAGA, San Juan, Puerto Rico

“Leo Ross thinks in a lateral way, this is why he is one of the best Creative Directors i've ever known and the first creative to win a Cannes Lion for Puerto Rico. His leadership is key to his success as a Creative Director and as a Strategic Planner as well. Leo has the ability to turn a small idea into an award winning 360 idea. Highly recommended.” July 14, 2011 Howard Serrano, Associate Creative Director, Arteaga & Arteaga reported to leonardo at ARTEAGA & ARTEAGA, San Juan, Puerto Rico

“Leo is a great talent with a brilliant mind. I would work with him again in a heartbeat because challenges me, and pushes the work to the next level. His ideas are fresh and exciting. He's also very sensitive, caring and a lovely person all around.” July 25, 2011 Adrienne Pulido, COO, Bromely managed leonardo indirectly at Bromley Communications

“A couple of months after I left Bromley I freelanced at the agency and met Leo. Even though it was for a short time I saw Leo's creative magic at work. His handling and presentation to clients is very impressive. One interesting thing is that everyone I have come across that have met or worked with Leo's they only have high praises for his work and persona. It will be an honor to have our work paths cross again, and he certainly brings a lot of creativity and dynamism to any workplace.” September 2, 2008 Jose Colon, ACD, Bromley Communications worked directly with leonardo at Bromley Communications

LEONARDO’S ART

Career

Leonardo Ross Shopper Marketing Portfolio