Client: Takis (Grupo Bimbo)

Agency: TPN (Omnicom)

Role: Innovation Research & Development, Strategy Architect, Trending Workstream Founder and Creator

Summary: Build a faster, culture-first content approach that taps into trends and allows the brand to move at the speed of social, joining emerging conversations as they happen, and create content that feels culturally relevant, authentic, and impossible for audiences to ignore.

My Approach: Built and scaled a real time social activation model that enabled the brand to quickly capitalize on emerging trends and cultural conversations.

What once took months to execute could now go live within days, allowing the brand to become a more active and recognizable part of online culture. This evolution significantly increased engagement, boosted organic visibility, and helped the brand break through to entirely new audiences.

Results: Introduced a faster, more collaborative approval ecosystem between strategy, creative, and legal teams that eliminated traditional bottlenecks and radically increased speed to market. Trending content drove +60% TikTok audience growth and delivered the most successful Instagram posts the brand had ever seen.