Felipe Díaz-Arango Email & Phone Number

Chicago, Il, Us

Chicago, Illinois, Us

Leads our strategy department in the planning of brand advertising campaigns conceived through the lens of inclusive marketing. Designs goals, KPIs, and target audiences. Briefs strategy and ideates creative. Sells work to stakeholders. Analyzes and reports results. Writes agency thought-leadership and research in the discipline of inclusive marketing.

In a freelance capacity, has authored over thirty commercials, short documentaries, and narrative films. Collaborates with liaisons from marketing operations to conceive and execute creative briefs. Manages paid strategy behind ads, mainly on Facebook and Instagram. Secures talent, crew, and equipment. Prepares treatments, pitches, and grant applications to raise money for larger projects. Clients include: University of Chicago Economics Department, Lapiz/Leo Burnett, Lipman Hearne, Chicago Adventure Therapy, Chicago boxer Kenny Sims Jr., Skill Scout, Adelman’s Resource Management, Stockyard Magazine.* Touchy Subjects (2021), a short doc exploring the consent philosophy at the core of Cuddle Parties. Featured in the February 2021 Spirit of Chicago Showcase

Taking the immense privilege of an unstructured year to shore up some non-career life roles (family, friendship, health), move along personal creative pursuits, and to get re-inspired. Open to short-term freelance projects if they present a good learning opportunity.* Increased pace of progress on two major writing projects* Completed online courses in illustration and music production to increase my ability to give feedback in non-narrative creative areas* Toured Portugal, Morocco, France, Italy, with an extended stay in Alicante, Spain* Caught up with family, shored up language skills, and rejoined the Chicago Park District boxing program

Coconut Grove, Fl, Us

Along with one direct report, manages the planning of brand advertising campaigns. Designs goals, KPIs, and target audiences. Briefs strategy and ideates creative. Sells work to stakeholders. Analyzes and reports results. Writes agency thought-leadership and research. Strategist in 4 of 8 Effie wins that made Alma 2022's #1 most effective agency in the USAOverall, strategist in 6 Effie wins and lead case writer in 4 others (not my campaigns) from 2019-2023Accounts: MolsonCoors, Tobacco Free Florida, McDonald's, CloroxNew Business Wins: Miller High Life (2022), Blue Moon (2021)Auxiliary Projects: ESPN, Voto Latino, Wargaming- Led Coors Light's multicultural strategy 2020-23*Iceman to Canton NFL Hall Of Fame campaign: 1.1B impressions, WARC Global Bronze, 2x Effies Gold*Black consumer-led Northeastern US music program- McDonald's US 2018 FIFA World Cup strategy *Most memorable and liked US WC campaign by Telemundo/NBC viewers*2x 2019 Effie finalist, Bronze CAPE winner- Evolved strategy for 2018-20 McDonald's HACER scholarship program*Broke applications record each year + silver EFFIE for the 2020 campaign- Led Miller Lite's multicultural strategy, 2021-23*Bad $#!T to Good $#!T Int'l Women's Day initiative -- over 2M views March '23*Es Jose Time J Balvin collab -- 500M impressions, 2023 Best collaboration Webby honoree- Led Tobacco Free Florida strategy, 2021-23*2022-23 Florida teen/young adult anti-vaping research & strategy*2023 Silver Effie: sustained success (2016-2022)- More though leadership: Creative catalogs of six key US Latinx markets; Latinx approach to value - Led multicultural strategy for Clorox's "Caregivers 2.0" 2020 campaign* Top score (cleaning category) with Latinx + 1 of 2 to score relevant across segments- Co-managed AlmaIQ, our thought-leadership division (team of 8)*Co-produced/hosted "Trendstorm" cultural trends show*Writer/editor: Quarterly Trends newsletter*Budget and manage research & testing vendors

Coconut Grove, Fl, Us

Chicago, Il, Us

Main Accounts: - Comcast XFINITY (GM and Hispanic Retail Marketing Communications) - State Farm (1-to-1 communications, both GM and Latinx) - Anheuser-Busch (Bud Light Latinx Retail; Craft beers in Global Markets)Auxiliary support: Coca Cola, Dollar General, Clorox, Academy Sports, Lime-A-RitaNotable projects:- Developed the agency's retail approach for multicultural markets *Resulted in winning and retaining the Latinx retail business for both Comcast and Bud Light- Developed a research project and presentation on root causes for low levels of financial literacy among US Latino communities and how financial institutions can better serve those markets.- Developed a global creative retail strategic framework for introducing and growing craft beer brands across different countries, first piloted in Mexico City and later applied in Brazil, Korea, and the UK.- Executed first-person retail behavior observations for high-traffic commuter hubs, formulating retail store design and messaging strategies for that context.- Executed primary research for mom-and-pop shops and dollar stores in low-income neighborhoods, formulated retail messaging strategies for that context.- Primary research and strategy development for insurance messaging to US Rideshare drivers.- Primary research and strategy development for messaging mixed cocktail drinks to US women.

Culver City, California, Us

Accounts: MillerCoors, Tony Roma’s, Country FinancialNew Business wins: Tony Roma’s (strategy-only pitch)- Designed the audience segmentation and creative strategy to launch Tony Roma’s grocery Ribs brand and briefed its inaugural 2016 campaign *Won the business in a strategy-only pitch during the first three weeks at the agency *32% more dollar sales over 2015.- Formulated the agency POV on consumer behavior and best brand practices in American bars/night clubs.- Designed the strategy for over a dozen on-premise programs for sports, summer, and casual dining campaigns across the MillerCoors flagship brands.- Built a segmentation of Country Financial’s multicultural audiences and designed relevant messaging strategies for Latinx and Black American audiences.

Chicago, Illinois, Us

Main accounts: Allstate, Advance Auto Parts, Nintendo, Chicago Latino Film FestivalAuxiliary support: Mexican Board of Tourism, Gain, MazolaNew Business Wins: Boost MobileNotable work:- Briefed and helped ideate Allstate's 2014 World Cup #EnviaMalaSuerte / #SendBadLuck campaign * First time the client executed a major digital-first campaign for Latinx audiences * Second most-commented topic on Twitter during the 2014 WC (first: Brazil's 7-1 loss to Germany) * 20k+ new followers on Facebook and Twitter for Allstate in two months * 10% increase in new policies * Bronze Lion at the 2015 Cannes Awards, Grand Prix at 2014 ANA, 2015 American Ad Federation Digital Mosaic Award - Produced and delivered video documentaries and other visual presentations for pitches, briefings, and client-facing presentations. *A study and short documentary on Mexican Cowboy culture in Texas *Video ethnography of Latinx "Car Guys" and their relationships with each other, their cars, and car maintenance brands- Planned and helped produce knowledge-sharing panels live-stream events, such as "Origami Office," discussing how workspace design impacts creative culture at a company.

Chicago, Illinois, Us

Learned the ropes of advertising while creating a strategy for Chuckles Candy that turned the challenge of finding the obscure candy into a game for fans of the brand, and won the program's "heritage brands" competition.

Chicago, Illinois, Us

Assisted Professors Matthew Gentzkow and Jesse Shapiro in studying political language and influences in news media and the United States Congress. • Independently learned Perl, Stata, and DOS Batch command languages in order to build data-processing programs.• Updated our online crawling program to automatically collect speeches from congressional records at the Government Printing Office and save us hundreds of hours. • Built programs to match speeches to their correct speakers and produce phrase counts by congressperson and political party, enabling us to identify the most “partisan” phrases in any given congress.• Cataloged and categorized instances of labor strikes in the American newspaper industry by finding and analyzing primary documents in archival databases.• Copy-edited, fact-checked, and verified citations on seven academic papers to prepare them for publication in top economic journals.

Produced a market study for used Diesel Engines in Colombia and VenezuelaScheduled and participated in sales meetings with seven prospective customers in Bogota, Colombia Brokered a fifty-thousand dollar container load between Adelman's Trucking (Chicago, IL) and AgroJapon, the largest diesel importer in Colombia. (July/August 2012)

Led screenwriting, production and video editing workshops for a class of thirty teens and provided technical support for fifteen films that screened at the Museum of Contemporary Art in Chicago.

Contributed as writer or editor to over 300 articles about low-budget film and internet media.Managed audience outreach efforts and gathered a peak of one thousand unique readers per month.Notable guests or commenters: Shane Black (Lethal Weapon) and the rapper Wax (Def Jam Records)

Us

Conceptualized and prepared special features for DVD release of the 8th Media That Matters Film Fest.Authored trailers for early films in our catalog as part of Art Engine’s 10th anniversary box-set release--Brother Born Again and Nuyorican Dream.Sourced and reached out to potential funders and strategic partners for our upcoming films

Filmed over 200 hours of footage. Edited recruiting videos and interactive video games.

Operated camera to provide coverage of town-hall meetings and local events.Filmed and edited promotional spots for the channel and used Garage Band to compose their music.

Bachelor Of Arts, Political Science

Education record