Sophie Blum could have played it safe when she returned to Procter & Gamble Co. "Whenever I'm afraid of doing something, he says, 'Listen Paloma, the boat was not meant to be at the port, the boat was meant to navigate.' He's pretty much my guru." As she takes her career to a third continent, Azulay says she will keep life lessons from her dad, now 70, front of mind. Now, Azulay is leaving Coke, and Vienna, for a recently accepted a job at Restaurant Brands International as global head of creative for Tim Hortons in Canada. She also helped lead an effort to integrate Coke into the storylines of Brazilian soap operas. There, she contributed to big global campaigns for the Olympics and the World Cup. "It's difficult to innovate in 26 markets at the same time, but I saw it was really a shortcut to make things happen one country at a time."īefore moving to Vienna, Azulay worked for Coke in her native Brazil. "We just had some challenges to expand it due to cost, but it got a lot of buzz," Azulay says. Azulay was also behind an ingenious effort in Italy in which people could record an audio message on a sound chip inserted into a Coke cap, which would play once the cap was opened. The takeaway: All shoppers behave differently, but they all love Coke. Can't Wait," who eats a sandwich before checking out. In one of the videos, "Shopping Personality Disorders," Coke explored the quirky traits of shoppers including "Ms. "This is pretty much how I developed a passion for creativity."įor the past 14 years, her passion has ignited Cola-Cola, where she started as an intern in Brazil and rose through the ranks to become creative excellence director for central and eastern Europe in 2015.Ĭampaigns led by Azulay, who currently works out of Vienna (but not for long more about that in a minute), include one that used the contents of shopping baskets as a storytelling tool to help boost supermarket sales of Coke. "I grew up in the middle of my dad's studio," says Azulay. Paloma Azulay doesn't hesitate when asked where she gets her inspiration: It's from her dad, Daniel Azulay, a well-known Brazilian artist and child educator. She joined Santander six years ago, and in a manner of speaking, could still be considered a chemist, one mixing up products in the financial realm. She had stints at global agencies BBDO and McCann, and jumped to the brand side a decade ago at NH Hotel Group. at age 16 and discovering marketing and communications. She aspired to become a chemist and create perfumes before studying in the U.S. It's not exactly the career that Spain-born Alti dreamed of growing up.
The money is a thing we need in order to achieve what we want,'" says Alti. "The brand had the courage to say, 'Okay, we're a bank and we work with money, but money is not everything in life. Santander worked with MRM McCann on the push, which Alti says helped Santander find a voice for the strategy, and think about marketing in a more entertaining way. In its first year, the 1|2|3 Smart product exceeded business objectives by 278 percent, Alti says.
The effort also ran digitally and in brick-and-mortar branches. Under Alti, the bank also introduced its "Beyond Money" campaign last year, which includes a 17-minute film that won the Entertainment Lions Grand Prix at Cannes.
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The result: the 1|2|3 Smart Account, a product launched in April 2017 that targets consumers 18 to 31 years of age by offering each of them a free account or a premium account that includes some returns from purchases. "We discovered that young people don't need or want belongings-they don't want to have a car or a house, physical things," says Alti. So Alti and her team spent months researching and surveying younger consumers about their banking habits in order to fashion the right product offerings and the best ways to package them. When Alti joined Santander in 2012, she had two challenges: The financial services company wanted to court young millennials, and it was doing so during a financial crisis (Spain had officially slid into a recession). That might sound like an unorthodox take for a bank, but that's exactly the direction in which Elena Alti took Santander, the Spanish bank chain.
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