1. S
INDEPENDENT COMMUNICATIONS CONSULTANT2016-NOW
Over 30 years of experience allow me to serve as a valuable resource to clients in all areas of
marketing communications. From advertising to social media.
QVALITAS MARKETING COMMUNICATIONS
A complete communications agency providing services in advertising, public relations, promotions, special events
and social media. Blue chip clients: L’Oréal, Maybelline, Garnier, Johnson & Johnson, Unilever, MAPFRE
CHIEF CREATIVE OFFICER2004-2016
MAPFRE BECOMES A HOUSEHOLD NAME
Developed a multimedia campaign that allowed MAPFRE Insurance to go from very low
top-of-mind awareness to being recognized everywhere just by showing its shamrock logo.
The key insight was the acceptance of an insurance company as an entity that wants the
consumer to have the best luck in the world. MAPFRE being the only one with the good luck
charm as its logo became “the company that insured your good luck” (even when bad things
befall you, it’s good luck you are covered by MAPFRE).
LEARNING TO RECYCLE WITH THE GARNIER GREEN BAG FEST
Part of the team that developed the public relations initiative “Garnier Green Bag Fest”. The
insight revolved around the idea that people in Puerto Rico do not recycle more because they
believe it’s a hassle. We came up with a cool idea to show them it isn’t. Fill a bag with recyclable
plastic and use it as your entrance ticket to a first-class concert. The initiative was tied to sales
by making the bag available only through the purchase of two or more Garnier products at
Walgreens.
THE MANY FACES OF TRAFFIC SAFETY
I was the creative director of many initiatives that addressed different aspects of traffic safety.
Among them:
La Calle Grita
An art exhibit in malls throughout the Island in which caricatures from artists all over the
world depicted the problem and the tragedy of driving under the influence of alcohol.
Ponte en mis Pedales
A social media effort that took advantage of the existing animosity between drivers and cyclists
to promote tolerance and convey the mutual need to share the roads safely.
Villa Segura
A mobile traffic safety park where children from elementary schools could learn the basics on
the subject. It featured a driving area where the children could practice in miniature cars what
they had learned.
MASTER OF ARTS
With a concentration in Industrial Design.
UNIVERSITY OF NOTRE DAME
BACHELOR OF ARCHITECTURE UNIVERSITY OF NOTRE DAME
IT ALL STARTED WITH...
One of the persons you want calling the creative shots in the age of social media. I am one of those very rare
professionals who brings to the table a hard-to-find mix of tools that maximizes the effectiveness of the client’s
activity in such an important communications venue.
• Dubbed “the most strategic creative director we’ve ever worked with” by clients, my vision of strategic
insight as the key to memorable and effective creative executions allows me to keep all efforts, social
media included, clearly focused and on the right track.
• My experience in various fields of communications allows me to see a situation from multiple angles
simultaneously. A truly integrated vision that is a must to productively address the many nuances of social
media.
• In-depth knowledge of how to effectively write and design for direct marketing and public relations gives
me an edge in the social media environment which requires immediate reply and lives off a continuous
stream of bilateral communication.
CLICKS TO STORIES THAT CLICKED
Take a look at a sample of some of my recent work on social media.
A new approach to the
texting-while-driving issue based
on the insight that such behavior
is akin to compulsive vice-like
conduct.
Originally titled “Generación de los
Sin-Cuenta” and based on the insight
that consumers want to be debt-free
for a while after paying off their
cars, these funny spots allowed the
insurance company to efficiently
reach consumers outside their
traditional capture networks.
A wacky look at dealing with one of
the most bothersome aspects of
midlife crisis.
THE LAST 10 YEARS
“THE PRESENT PAINTS THE PAST WITH GOLD”
2008
For the elections of 2008 I was chief strategist and creative director for the electoral campaign of the
Puertoriqueños por Puerto Rico Party (PPR). Even though the party’s candidate for governor received a small
2.9% of the votes, the exit poll conducted by El Nuevo Día revealed that only 30% of the voters who identified
themselves as members of the PPR voted for its candidate. That means that in only five months our efforts
converted 10% of the total universe of voters to the new party. In 2012 two more new parties entered the fray and
in 2016 candidates from parties other than the traditional NPP and PPD received a significant 20% of the total
votes for governor. The ripples of our 2008 efforts still move our present.
1986
I was already an Associate Creative Director at an agency which was an offshoot of McCann-Erickson Puerto Rico
when I was part of the team that repositioned the Medalla Beer brand. We started selling the brand not as a light
beer but as one you would have because you liked it regardless of the caloric content - “Cerveza, cerveza y nada
mas”. The brand that experts considered had reached a plateau because of its light characteristics began to grow
and redefine the beer market on the Island. In the 90’s the team I was working with at West Indies & Grey built on
that and placed Coors Light on its way to reach a whopping 50% share of market by the next decade. Today
Medalla enjoys over 30% share of a market whose view of light beer started to change in 1986.
HENRY ROLLINS
C R E AT I V E D I R E C T O R
J O S É M. S A G A R D Í A
787.642.7510
chemisagardia@yahoo.com
linkedin.com/in/jose-miguel-chemi-sagardia-6a646437
www.chemisagardia.com