About me

Lidia Boiso- Multicultural Creative
                                                                                           Email: lalyboiso2012@gmail.com                                                                                           www.linkedin.com/in/laly-lidia-boiso-fedorovsky

Professional Summary

Award-winning Bilingual (Multicultural) Copywriter/ cd/acd, tin toy robots tinkerer, and vintage toy repair addict.

I’m a senior creative with a lovely accent and a lot of international experience that includes virtually every product category: from toys to spirit beverages, and from beauty to package goods…but telecom and cars seem to be my shtick lately.

• I have ample knowledge of the US-Hispanic market and deep experience in telecom, automotive, CPG, and food.
• A hands-on strategic thinking creative, I believe in powerful stories that connect deeply and thrive in any media. I had developed ideas for multiple mediums including traditional, direct mail, digital, and social.
• I’d created brands from scratch (I love finding them a voice), undertook the huge task of making beautiful and creative 360 retail, and come up with fun and engaging social campaigns.
• I’m a firm believer in partnering with other teams throughout the creative process, from strategy to production to ensure that all work is delivered on-strategy and on-target. As well as collaborating with specialized agencies to create a cohesive and relevant message, which, to me, is key for the US-Hispanic market. 
• I’m annoyingly fast and detail-oriented (my account team workmates can vouch for this 😄)
• I have lived in four different countries, so I speak fluently four different types of Spanish 😉 (well, five considering I lived on both coasts of the US.) Now, really, being a global citizen has helped me understand and connect with other idiosyncrasies. I love languages and have become a collector of nuances and strange words—OK, I also collect vintage Japanese robots, but that’s going on a tangent. I speak Spanish and English and can defend myself in French and Italian, and I read Portuguese and Catalan.

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Professional Experience

SAATCHI-SAATCHI-CONILL / senior creative copywriter / Los Angeles, CA 

Oversaw the entire process from campaign ideation to production of 360 campaigns focused on quick turnaround to meet the highly competitive and changing client and industry requirements.

• T-Mobile and Metro by T-Mobile: Creative development and production supervision of agencies-integrated 360 campaigns for the Hispanic Market, including broadcast, radio, digital, and social (US and Hispanic markets.)
• Toyota: Creative development and production of social media campaigns for both US and Hispanic markets.
• Toyota Nora’s Joy created the award-winning integrated campaign Nora’s Joy for their December Sales Event 2022.
• Burger King: Top campaign concept ideation to be executed for BK agency roaster.
• Reliant Energy Provider: Summer 2024 benefits campaign creativity.

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LNC / acd / senior creative copywriter / New York, NY                     

Responsible for creating and trans-creating brand campaigns for Verizon. Ensured creative was aligned with the General Market counterparts while also catering to the Hispanic Market. Additionally, established a tone for the Hispanic market for their 2015 rebranding initiative.  

• Verizon Wireless: Creative development and production supervision of multimedia campaigns for the US Hispanic Market including TV, radio, print, direct mail, digital, and social (Hispanic and US markets.)
• Verizon Música Unsigned: Developed the award-recognized (Addy) integrated market social and digital campaign Música Unsigned.
• Verizon Fios: Created the direct mail rebranding campaign.

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MULLEN LOWE (VOX PROFERO) / creative director /acd / New York, NY            

creative director

Managed all agency account activity leading and collaborating with a team of 8 Creatives.  Personally, developed all new account pitches.

• Fifth Third Bank, ONDCP, Pernód Ricard (Martell Cognac, Chivas Regal’s), Cooney Waters (Meningitis and Teen Vaccination campaign), V-tech electronics and Pepsi: Led the strategy and creative teams as well as the development, management and production of multiple media campaigns including TV, radio, print, direct mail, digital and social for the US Hispanic market.
• Konami: Created development and production supervision of the integrated market TV and digital campaign for their Lucha Libre game.
  
• Vonage Communications: Led the pitch and win of the account and created for them an original Hispanic Market campaign recognized for its effectiveness raising subscribers with a Davies Award and an Effie Award.
• Vital Dent and Con Edison: Led the pitch and win of accounts.

copywriter/acd

Managed campaign concepting and day-to-day work for two key retail accounts.

• Verizon Wireless: Helped pitch and win the account for the Hispanic Northeast Coast Market. Creative development and production supervision of multimedia campaigns for the East Coast Hispanic Market including TV, radio, print, direct mail, and digital.
• Macy’s Department Stores: Helped pitch and win the national business account for the Hispanic Market, seamlessly integrating the work with J. Walter Thompson as the General Market agency lead. Creative development of broadcast of brand and retail campaigns comprising TV, radio, direct mail, and digital.

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AVRETT FREE GINBSBERG / acd / freelance / New York, NY

• Dewars’ 12: Complete Creative Development of the National US Hispanic campaign comprising TV, radio, and OOH.

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HAVAS (AKA: EURO RSCG & PARTNERS) / senior creative for Hispanic and General markets / New York, NY                                                      

Managed the entire production process for numerous agency accounts across both General and Hispanic markets. Ideated campaign concepts and executions for both markets.

US Hispanic market

• MCI WorldCom, Subway, Volvo, Fleet (Summer’s Eve), Terra, Evian, Partnership for a Drug-Free America (US Hispanic and general market), and Intel: Creative development and on-set production supervision of multimedia campaigns.
• Yahoo Interpersonal Created the award-winning campaign “Hola y Adiós.”
• Disneyland Park: Created the award-recognized radio campaign Disney Twofer.

US GM market

• MCI WorldCom, created the character “Eva Savelot” (Alyssa Milano) and developed the whole GM campaign.
• Puig Fragrances, International Paper, and Reckitt-Benckiser Creative Development and production supervision of TV and print campaigns.
• Dos XX: Helped on the pitch and win of the account for the agency and concept ideation of the US market campaign.

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LEO BURNETT / copywriter / promoted to creative director / Caracas, Venezuela   

Jr. creative director

Managed Fiat & Alfa Romeo account creativity aligning it with Italy headquarters’ guidelines.

• Fiat and Alfa Romeo: Oversaw multiple car launch campaigns for Fiat in Venezuela, Colombia, Ecuador, and the Caribbean Market. Including the launch of the Alfa Romeo brand in Venezuela.

copywriter

Responsible for creating 360 campaign ideas for multiple retail clients.

• Banco Mercantil: Developed the award-winning campaign “Stay Put“
• Other experience: United Distillers (Johnnie Walker), Procter & Gamble (Pampers and Head & Shoulders), Heinz Foods, McDonald’s, Shell and Liberty Mutual.

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Freelance Experience (Pharma)

GREY ADVERTISING (WING), New York, NY                                   

creative director for Lilly Laboratories (Basaglar Insulin)

PRIMEACCESS ADVERTISING, New York, NY                                                                                  

associate creative director for Merck Laboratories (Raltegravir HIV Inhibitor)

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Education:

PRATT School of Arts / New York, NY

Post-graduates Master in Graphic Design; Electronic Imaging and Illustration.

UNIVERSIDAD Central de Venezuela / Caracas, Venezuela

Bachelor’s Degree in Arts:  Mass Communications & Journalism (Licentiate degree), Cum Laude

Short

(Multi