TUC & CLUB SOCIAL / POSSIBILÂNDIA
Sometimes winning an account is just the beginning of what you're really building.
01
THE SITUATION
Club Social was an important Mondelez biscuit brand across Latin America. We entered a competitive process to defend the business.
But the opportunity went beyond retaining an account.
We needed to prove we understood not only the brand, but the people and markets behind it.
02
THE TENSION
The portfolio operated across countries with different cultures, consumer behaviors and market realities.
A single answer imposed everywhere would create consistency at the expense of relevance.
The challenge wasn't creating one idea for many markets. It was creating an idea strong enough to belong to all of them.
03
THE SHIFT
We grounded the thinking in a consumer insight that could travel beyond one execution or one country.
That gave us a platform we could first sell across Latin America and ultimately bring into a much larger global conversation.
The idea started with the consumer.
Its potential went far beyond the market where it began.
04
THE TURNING POINT
We retained the business. But the trust built through the process opened a much larger opportunity.
What began with Club Social in Latin America evolved into a global assignment across the Mondelez biscuit portfolio, including TUC and Club Social. Winning the business became building the business.
05
THE WORK
The challenge expanded from developing communication to building a system capable of working across brands, regions and markets. Global thinking needed to become useful locally without losing its strategic core. One direction. Many markets. Enough flexibility to make both work.
06
THE ORCHESTRATION
The operation was built practically from the ground up. I led the business across 5 regions and more than 40 markets, connecting global, regional and local teams around shared strategy while navigating very different market needs. GLOBAL → REGIONAL → LOCAL / STRATEGY → CREATIVE → CLIENT → MARKETS → DELIVERY.
Scale only works when complexity has structure.
07
THE OUTCOME
BUSINESS RETAINED
LATAM RELATIONSHIP EXPANDED INTO A GLOBAL ASSIGNMENT
5 REGIONS
40+ MARKETS
GLOBAL LEADERSHIP ACROSS TUC & CLUB SOCIAL
08
WHAT IT PROVED
Scale isn't about making everything the same. It's about creating enough clarity for many teams to move in the same direction.
When strategy, relationships and operations work as one system, an account can become something much bigger. A local opportunity can become a global business.
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