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RIN ESTRELLA
Creative Director
MY CREATIVE JOURNEY
FREELANCE / CREATIVE CONSULTANT
PRESENT
Hello! My name is Rin and I'm a creative with over 15 years experience in the advertising/design industry. My stints at multinational and independent agencies have allowed me to work on a plethora of brands: from global giants like Coke, Unilever, Mondelez, Google, Abbott and P&G; to local gems like Unilab (largest pharmaceutical company in the Philippines), Jollibee Foods Corporation, Globe Telecommunications, Cebu Pacific Airlines, Monde Nissin and Universal Robina Corporation to name a few.
From TVCs to Tiktok, I'm equally as excited to craft ideas and stories for brands regardless of platform. Read on below to know more about my creative journey, then drop me a line so we can collaborate! I'm always eager to create cool stuff with awesome people... or just exchanging links to dog videos are fine too 😛
EXECUTIVE CREATIVE DIRECTOR, NUWORKS INTERACTIVE LABS
Q4 2021 - Q1 2022
I took on the challenge to helm the Creative Department of a digital-first innovations agency with the goal of pursuing a more solutions-centered approach to creativity.
As ECD, I oversaw 7 business units and led a team of around 50 creatives.
In my first quarter, I led the agency to 3 new business wins, created a year long creative development program, kick-started a "storyteching" initiatives program, authored a creative vision for the agency, and developed a balance scorecard for employee evaluations.
As much as I wanted to oversee the plans and programs I had set in motion, my stint as an ECD was cut short due to an illness in the family.
CREATIVE DIRECTOR, SEVEN A.D.
2019-2021
After over a decade working in multinational agencies, I decided to try the indie life and joined 5-peat Independent AOY Seven AD.
Here I helped thrust the agency into the digital space, pioneered campaigns beyond ATL advertising, and complemented the work with a solutions based approach.
At the beginning of my stint, I handled 100% ATL accounts. In my first year, I was able to win the digital business for most, if not all of my brands and by the end of my stint, I was handling 10 digital AOR accounts.
I was also lucky enough to be named a Seven Star Awardee (agency MVP) in my first year, on my 2nd year both my art and copy kids grabbed the title.
During my stint we continued Seven AD's streak to win Independent AOY for 7 years in a row, and the work entered from our team helped bag us the agency's first AOY Best in Creative plate, as well as shortlists in Tambuli.
Brands handled: URC Noodles (Nissin Ramen, Nissin Pasta Express, Payless Xtra Big), URC Snacks (Calbee, Mang Juan, Rollercoaster, Mr.Chips), URC Chocolates (Cloud9), Magic Flakes, C2 Tea, Metrobank, Cebu Pacific Airlines, Sky Fiber, PayMaya, GoRewards, Selecta Ice Cream, Abbott.
CREATIVE DIRECTOR,
PUBLICIS JIMENEZ BASIC (PUBLICIS ONE)
2017-2019
At Publicis I was the mother to 6 kooky creatives. I facilitated brainstorm sessions--ensuring creative ideas are strategic, relevant and impactful. I also managed the hefty workload to keep the team productive yet sane, and all with (ahem) burgeoning love lives.
Bonus: Provided singing and dancing lessons (all part of client servicing), as well as tips on how to work with a hangover.
Proud Momma Moment: For 2 years straight, the winners and country reps to international Young Creative's Competitions were from my team :)
Brands handled: Burger King, Unilab (Neozep, Bioflu, Decolgen, Solmux, Allerta, Revicon), Monde Nissin (Sky Flakes, Bingo, Lucky Me Pancit Canton), Globe Mobile Prepaid & Broadband, Jollibee, Greenwich, Vitress Hair Freshener.
ASSOCIATE CREATIVE DIRECTOR,
MCCANN WORLDGROUP
2014 - 2017
At McCann, I was able to collaborate with the different business units and disciplines, being assigned to wherever the Chairman thought I was needed most.
From 2016 - 2017, I was assigned as Creative lead for the Coke Flavors portfolio (Sprite, Royal, Sparkle). As lead agency for big idea and ATL, I also oversaw integration across the different Coke agencies and platforms.
I also handled Nestle All Purpose Cream & Cereals, Google plus new business.
From 2014-2015 I was assigned as Creative lead for agency's Unilab portfolio, handling crown jewels such as Biogesic, Enervon, Tuseran and Decolgen.
On top of this, I have also done work for a plethora of McCann Worldgroup's brands and special projects, namely Globe Telecom, Jollibee, San Miguel. I've also been cross posted to MRM to oversee digital campaigns for Nescafe Classic and Mixes, Lacoste, and Unilever.
Also a go-to champion for new business projects, both local & regional. In my tenure, I’ve won 8 out of 10 pitches I’ve participated in. (5 of which I led, the others I contributed as a team member)
Awards & Recognition:
*Unilab Rave Awards 2015 - People's Choice Best TVC&RC (Biogesic)
*Unilab Rave Awards 2015 - Best Creative Team (Biogesic)
*Unilab Rave Awards 2015 - Best TVC (Biogesic)
*Unilab Rave Awards 2015 - Best RC (Biogesic)
*Unilab Rave Awards 2015 - Best OOH (Biogesic)
*Unilab Rave Awards 2015 - Best Digital (Biogesic)
*Boomerang Awards 2015 - Shortlist (Google)
*Coca Cola Client Awards - Rookie of the Year for 2016
ASSOCIATE CREATIVE DIRECTOR,
OGILVY& MATHER
2013 - 2014
Creative lead for the agency's blue chip account. Supervised creative work for Mondelez. Delivered integrated campaigns, led multi-disciplinary teams, presented to clients,
crafted copy and monitored art direction. Handled regional projects and new business.
Most notable is how I grew the Toblerone business which started as a project pitch for a holiday campaign. I led and won the pitch, and the stellar results of the campaign resulted in client awarding us the whole regional business.
Accounts handled include Tang, Toblerone (local and regional), Cadbury, Kimberly Clark, Unilab
(Dolfenal & Conzace), Philips and Unilever (including regional projects for Lady's Choice)
Awards & Recognition:
* Best in Market Performance, 17th Agency of the Year Awards (for Toblerone & Tang)
* Bronze - Promo & Activation, Kidlat Awards 2014 (Tang Recyclass)
* Bronze - Effectiveness Award, AMES 2014 (Tang Recyclass)
* Finalist - Effectiveness Award, AMES 2014 (Toblerone)
* Silver - Integrated Campaign, Tambuli Awards 2014 (Tang Recyclass)
* Gold - Best consistency in Branding, Marketing Events Awards 2013 (Tang)
* Silver - Best Multi-Channel Campaign, Marketing Events Awards 2013 (Tang)
* Bronze - Best use of Technology, Marketing Events Awards 2013 (Tang)
* Bronze - Best Digital Integration, Marketing Events Awards 2013 (Tang)
SENIOR COPYWRITER , HARRISON COMMUNICATIONS
2011 - 2013
Reported directly to the President/ECD, and managed day to day work. Conceptualized and executed ATL, digital and integrated campaigns. Presented to clients and go-to creative for new business projects.
Accounts handled include Globe Tattoo, Globe Network, Globe Business. URC Snacks, Chocolates and Biscuits. Unilab (Neozep), M Lhuillier, DPC Yellow Pages, and Asia Brewery Inc.
Awards and Recognition:
* Gold - Marketing Campaign of the Year, Stevie Awards 2013 (Globe Tattoo)
* Unilab Rave Awards - Best Radio Campaign
REGIONAL COPYWRITER, GREY PHILIPPINES
2008 - 2009
Conceptualized ideas and wrote copy for TV, print, radio and other initiatives.
Chief copywriter for the agency's regional account (Downy Philippines, Malaysia, Thailand, Vietnam)
and helped Downy to be the fastest growing brand in P&G.
From Aug 2008-Jan 2009, the agency's Downy Single Rinse campaign increased sales by 62% and market share in the fabric conditioner category grew by 52% (Source: ACNielsen).
Other clients handled include East West Bank, Security Bank, GSK, Davies Paints, Cetaphil, Fly Ace Corporation, and Flavofoods.
Awards and Recognition:
* Top 2 Team - One Show Boot Camp Young Creatives Competition (Asia)
* Order of Merit, Best Effective Long Term Marketing Campaign, Promotion Marketing Awards of Asia 2009
* Order of Merit, Best Innovative Idea or Concept, Promotion Marketing Awards of Asia 2009 (Downy)
* Global Award for Brand Building Innovation & Excellence, P&G 2009 (Downy)
* Asia President’s Award for Best Long Term Brand Building, P&G 2009 (Downy)
* General Manager’s Award, P&G 2009 (Downy)
DESIGNER & MARKETING COMMS MANAGER, RSH MARKETING PHILIPPINES INC.
2006-2008, 2009-2010
I spent a total of 3 years with my first company, RSH.
The first time around, I bagged a merchandising job for their blue-chip account, Reebok. It was here where I taught myself Adobe Illustrator and transitioned into the brand’s in house designer for apparel and accessories.
After 2 years as Reebok’s local designer & merchandiser, I took a year off to try advertising. It was during my stint at Grey when RSH reconnected with me with an offer to design and launch the first ever local line for Vans Women. I returned to pursue my dream of designing for one of my favorite brands. I stayed until our contract with them ended, and towards the latter part I was transitioned into becoming the Marketing Manager because of my advertising background.
Awards I garnered as a Designer:
*1st place - Jag Photography/Styling Contest (2007)
*Finalist - part of the top 5 in Pony's Shoe Design contest (2007)
*Finalist - Royal Elastics Deckart Competition (2007)
*Finalist - Artwork T-Shirt Design Contest (2007)
*Finallist – Top 10 DC Skateboard Deck Painting Competition (2010)
DON'T TAKE MY WORD FOR IT,
HEAR FROM THE PEOPLE I'VE WORKED WITH
"Rin’s passion and energy for brands is amazing. She grounds her creations in insight and strategy, mixed in with a few shots of crazy. This all adds up to work that’s thoroughly entertaining and effective. When your brands are in Rin’s hands, you’ve got nothing to worry about, and everything to be excited about."
Toni Tiu, Head of Brand Strategy (Ogilvy)
"One of the best decisions I ever made was to hire Rin. She is more organized than the most obsessive-compulsive AE. She presents and sells ideas with panache and style. And she creates, writes and crafts ideas like her life depended on it."
Alex Arellano, President & ECD (Harrison)
"I love working with Rin because she understands strategy and brands. She's not a petulant creative who just wants to do award-winning work (although she has her own share of metals!) She's also an effective creative who can build brands with great work!
Eileen Borromeo, Head of Planning (McCann/Harrison)
Rin is one of the Agency's most influential Creative Directors, handling two of the Agency's Top3 clients, as well as a couple of smaller ones. Her passion & output though, are consistent across all the brands she handles, big or small. Such love for the Work, she instills in her team of young creatives. She is a generous & selfless mentor, and proof of her excellent mentorship is that under her wing, young creatives have become big winners at international competitions.
Trixie Diyco, ECD (PublicisOne)
Rin always fascinates with every creative presentation. Approved in one pass or not, you’re guaranteed to be left with a nugget or two of creative brilliance everytime... tells a lot about how she works with your brands-- takes them to heart, challenges their norm, and breathes some creative genius that’s guaranteed to persuade. You’ll be amazed as clearly she has fun with the brands while keeping the work on point and on strat.
Jenny Cinco, IMC Director (Coca-Cola)
There’s crazy. And there’s Rin-crazy. And it’s a special kind of crazy.
Not just because of her wild insights and brilliant ideas. It’s because Rin doesn’t live life, she attacks it.
She remains unrelentingly hungry for great work and is fiercely loyal, and tremendously dependable.
So if any team needs a little color to liven things up, add a dash of Rin.
It’s so crazy, it just might work.
Joe Dy, CCO (McCann Worldgroup)
"An energetic, creative powerhouse that gathers colleagues and clients behind great ideas."
Thorsten Orth, Managing Director ( Ogilvy)
"She is the best there was, the best there is, and the best there ever will be..."
The Husband
"Hers is a compelling story of triumph over OT."
Ranma, 1/2 doge 1/2 child
BRANDS I'VE WORKED WITH
COCA COLA
Creative Director for the Flavors Portfolio, namely Sprite, Royal/Fanta, and Sparkle. Led inter-agency IMC teams to ensure seamless integration of the big idea across multiple platforms.
NESTLE
Led various brands and projects for Nestle, including All Purpose Cream, Koko Krunch All in One, Nescafe Classic and Nescafe Ready to Drink Mixes.
I have led the agency to back to back new business wins, allowing us to collaborate with Google for 2 years in a row during my stint at McCann.
GLOBE
Creative lead for Globe Content (Spotify, Hooq, Disney, NBA), Globe Prepaid & Broadband. Have also created campaigns for Globe Tattoo, Globe Business and Globe Network.
P&G
Regional copywriter for Downy, helping grow the market share in the fabric conditioner category by 52%.
MONDELEZ
Creative lead for Tang, Toblerone Regional & Philippines, and Cadbury
UNILEVER
Creative lead for Unilever foods (Lady's Choice Mayonnaise and Sandwich Spreads). Have also handled projects for skincare and hair.
UNILAB
Creative lead/writer for a plethora of Unilab's brands, namely Tuseran, Decolgen, Biogesic, Enervon, Neozep, Dolfenal, Conzace, Bioflu, Solmux, Revicon, Alaxan and Allerta.
URC
Creative lead for URC Snacks (Calbee, Rollercoaster, MrChips, VCut, Mang Juan), Noodles (Nissin, Payless), Chocolates (Cloud9, Chocoboom), and Biscuits (Presto, Magic) portfolio.
SAN MIGUEL
Created below the line collaterals, as well as above the line and digital advertising.
WATSONS
Conceptualized and executed concepts for trade and activation.
KIMBERLY CLARK
Creative lead for Huggies portfolio.
BURGER KING
Creative lead/copy for ATL and digital advertising for Burger King Philippines.
MONDE NISSIN
Creative lead for Bingo Cookies, SkyFlakes, Lucky Me Pancit Canton.
REEBOK
Merchandiser and designer for apparel and accessories. Monitored sales & inventory, as well as supervised product development from design stage to mass production.
VANS
Designer for apparel and accessories. Launched the first ever local line for Women's. Supervised product development from design stage to mass production.
UMBRO
Designer for apparel and accessories. Supervised product development from design stage to mass production.
