CLIENT
Intuit
Michelle Taite, VP, QuickBooks Global Marketing
Javier Martin, Global Brand Development Director
Natalie Alia, GMM of Integrated Marketing Communications & Brand Equity
Michael Stallone, GMM of ATL Paid Media
Sabina Desai, GMM of Portfolio Strategy, Marketing Operations & Business Intelligence
Shannon Read, Global Brand AMM
AGENCY
Luis Miguel Messianu, Creative Chairman & CEO
Angela Battistini, EVP, Account Management
Alvar Suñol, Co-President & CCO
Angela Rodriguez, SVP, Head of Strategy
Michelle Cobas, VP, New Business & Agency Communications
Gabriel Ferrer, Creative Director
Gabriel Reyes, Creative Director
Jose Hawayek, Account Director
Jay Rivera, Executive Producer
Alejandra Vidal, Copywriter
Danae Nunez, Art Director
Joana Weiss, Senior Account Executive
Marinet Quiñones, Director of Business Affairs
Yeyo Marquez, VP, Director of Production
Katia Quinones, Senior Creative Manager
Hearts & Science
Daniel Bueckman, Executive Director
Kevin Boyle, Senior Director
Soo Nam Choi, Associate Director
Parana Films
Manuel Bullrich, Director of Photography
Sebastian Leda, Executive Producer
Francisco D'Amorim, Executive Producer
Harbor Picture Company
Jesse Schwartz, Executive Producer
SUMMARY
Hispanic Small Business Owners have been doing things the old way for a long time, and QuickBooks needed to convince them to go against their natural “if it’s not broken, don’t fix it ethos. Using humor and a strong cultural tie to communicate the benefits of its product, “Adios Cuadernito” was 54% more efficient at driving incremental new customers versus the latest campaign with similar spend.
