Creative Director

Rafael Plater Canguçu

***** ****** ***** **** *** 142, San Diego, CA 92130 • 619 - 841- 8913 • ******.******@*****.***

Portfolio: http://cargocollective.com/rafaelplatercangucu

SUMMARY

Creative professional with over 15 years of design and art direction experience; working within internal corporate marketing departments as well as advertising agencies. Strong track record of effectively partnering with departments and executives across the organization, while managing external resources to ensure a stellar final creative product. Extensive background in marketing strategy, project planning, and targeted campaign development for print, web and interactive media. Worked with world-class brands such as BMW, Renault, Mattel, Nestlé, Dove and Motorola.

Knack for translating client’s business objectives into successful, unique design solutions, from conceptualization to deployment. Ability to manage multiple projects simultaneously while developing holistic brand strategy across the organization. International business experience has allowed for exposure to various cultures, cultivating a unique perspective on problem solving and understanding different end customers’ needs and perspectives. Head partner in the conceptualization and development of the successful Brazilian UMBE surf brand - leading the creation of overarching strategy, product design, and visual identity to effectively launch to the market.

PROFESSIONAL BACKGROUND

Terra Education, San Diego

Creative Director

2014-Present

Lead the creation of marketing strategies and assets for Discover Corps and Global Leadership Adventures service-learning programs, working with internal teams and outside suppliers. Plan, manage, and track creative projects and develop online creative and content strategies with a focus on a multi-cultural mindset. Responsible for a deep understanding of each unique market segment; communicating the transformational value of international travel to youth and adults in order to generate increased traffic and sales.

Fina Flor Maison, Rio de Janeiro

Marketing Manager / Creative Director

2011-2012

Responsible for marketing oversight and strategy, managing all stages of the creative process within the business. Created targeted marketing campaigns for print, web and interactive media that increased client base by 30%. Developed customized identity package; covering everything from stationery to online marketing and company website. Created a prêt-à-porter line that generated a 15% increase in total revenue. Successfully directed a creative team to drive business results.

GoTV, Lisbon

Content Developer

2009-2010

Developed different TV shows and games, resulting in a 35% increase in total revenue. Leveraged resources to provide high impact TV shows and games for SIC (TV network), Econômico TV (Business TV network), and TV Zimbo (Angola TV network).

BBDO, Lisbon

Art Director

2008-2009

Created and developed a winning advertising campaign for Jumbo (grocery store). The campaign was rated one of the top three most memorable campaigns by consumers for six months. Advertising campaigns also developed for Mercedes-Benz, Espirito Santo (bank), and EDP (power generator and distributor).

Publicis, Lisbon

Art Director

2008

Created and developed a marketing campaign for Sporting (soccer team) that increased membership client base by 18%. Advertising campaigns also developed for Renault, Nestlé, Garnier (beauty products), Água das Pedras (bottled water), and Carlsberg (beer).

Cupido, Lisbon

Art Director

2006-2007

Campaign developed for Banco Popular (bank) that increased client base by 15%. Advertising campaigns also developed for TST (public transportation), Tantum (pharmaceutical company), Casal Garcia (sparkling wine) and Bonduelle (food).

Ogilvy & Matter, São Paulo

Art Director

2004-2006

Campaign developed for IstoÉ (Brazilian news magazine) which helped the publication once again rank 2nd in the news magazine segment. Advertising campaigns also developed for Dove, Motorola, Banco Real (bank), Unilever, Mattel, Costa do Sauipe (resort), Orient (watches) and America (restaurant chain).

Fischer America, Rio de Janeiro

Art Director

2002-2003

Created an advertising campaign for El Paso that showcased the company in a new light, as an eco-friendly company, which increased brand loyalty, improved company image and positively influenced the marketplace. Advertising campaigns also developed for Telefônica (telephone company), IBEU (English course) and O Dia (newspaper).

Domanni Comunicações, Rio de Janeiro

Account and Planning Manager

2000-2001

Secured Salinas (bikini brand), Le Meridien Copacabana (hotel) and Paquetá (shoe store) accounts creating strong strategic campaigns for their brands. Advertising campaigns also developed for Salinas, Le Meridien Copacabana, Johnson Wax Professional, Harley Davidson and Paquetá.

Le Meridien Copacabana, Rio de Janeiro

PR / Marketing Manager

1998-2000

Marketing Manager - Created and developed a multimedia presentation for the sales department that was awarded a gold medal by CCRJ (the Advertising Association of Rio de Janeiro) in 1999.

PR - Developed an effective communication campaign between the hotel and all major newspapers, resulting in a 45% increase in the hotel’s visibility in the press.

EDUCATIONAL BACKGROUND

Business Management Certificate – Global Commerce

UC San Diego Extension, San Diego. Including internships at Spy Optic (Art and Marketing Departments) and StyleSeek (Marketing Department).

Bachelor of Arts in Marketing

Faculdade da Cidade, Rio de Janeiro

SPECIAL PROJECTS

Develop the surf brand UMBE, based on the concept that the surf universe is just the starting point for the design of several objects, ranging from surfboards to table lamps and other pieces of furniture.

SPECIAL ACHIEVEMENTS

Several shortlist appointments in Cannes and One Show festivals.

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