I started as a copywriter in Argentina. Built brands in Latin America and Asia.
The first business book I read in my life was ‘Confessions of an Advertising Man’. I was thirteen and it stuck in my mind so strongly that inspired me to start a career in advertising. Soon enough landed a job at Ogilvy.
Working for global brands like Dove, Pond’s, Comfort, IBM, Kodak and American Express, I learned everything about traditional storytelling and brand building. Which lead to assignments in the USA and Latin America and, eventually, a transfer to Asia.
In Ogilvy Vietnam and Ogilvy Malaysia, I started to inject purpose into brands like Milo, Maggi, Maxis (Malaysia’s largest telco) and Malaysia Airlines, the national carrier.
Now no matter how compelling those stories could be, today people want to ‘experience’ what brands have to say and offer. And clients want to ‘convert’ brand love and awareness into action.
That’s how I challenged myself to start all over again and joined Geometry, the largest and most awarded brand activation network, to learn how retail and human behaviour really work. I lead the creative transformation of 15+ offices in Asia Pacific now helping brands like Coca-Cola, Cadbury and Lifebuoy bring those stories to life and drive conversion.
Over the years I developed a unique creative approach that blends behavioural science, traditional brand building, design thinking and technology.
It combines my lifelong interest in human nature, my traditional brand and advertising upbringing and my newfound skills for today’s hyper-connected and complex world.
I love teaching, coaching creative people and empowering clients to be more creative. I run a blog-cum-database called Activation Ideas. I’ve developed a creative framework called Pivotal Ideas and co-created a brainstorming tool called Triggers Cards: Conversion Deck. I regularly run training sessions and creative workshops for agency folks and clients.
Dani Comar