SCOTIABANK
A RETAINER WITH STRATEGIC VISION

Group Account Director
Montalvo Agency, Mexico
Campaigns

The Problem Worth Solving

Scotiabank Mexico had never run campaigns through a structured strategic process. Work moved from brief to creative without a clear foundation underneath it, which left briefs, ideas, and business needs only loosely connected. At the same time, the bank was pushing to accelerate digitalisation, which meant communications needed to feel more human and engaging across channels, not just more frequent.

What I Did

As Strategic Lead, I introduced a new insight-driven planning process, working directly with Marketing Managers in both Mexico and Canada. The aim was to humanise the bank's communications, build strategies that answered both the brief and the underlying business need, and ground every piece of creative work in a real consumer insight rather than a category assumption. This gave the digitalisation push something to connect to: a way of linking products and services to clients that felt considered rather than transactional.

What Happened

The Cashback Campaign alone generated over $210M MXN in revenue from registered clients, 25% ahead of target.

Beyond the immediate number, the process itself became the lasting change. Scotiabank moved from campaign-by-campaign execution to a strategy-led model, with better alignment between briefs, creative, and business outcomes built in from the start.