SCOTIABANK
First Strategic Campaign Framework — Financial Services
THE PROBLEM WORTH SOLVING
Scotiabank Mexico had never worked with a proper strategic communications process. Campaigns were built brief-to-execution without a strategic layer in between, which meant creative work that didn't connect to business objectives and clients who couldn't articulate what they were buying. At the same time, the bank needed to accelerate digitalisation through communications that felt human, not transactional.
THE INSIGHT THAT UNLOCKED IT
The bank's products weren't the problem, their framing was. In Mexico, a country where 4 of 10 Mexicans don’t trust financial institutions, Scotiabank was communicating features when customers needed to feel understood. In a category where every bank claims trust, the differentiator was specificity: campaigns built around real, recognisable financial moments in people's lives, not abstract brand values. Strategy had to come before creative, not justify it afterwards.
WHAT I DID
Introduced and implemented a new insight-driven strategic planning process, working directly with Scotiabank's Marketing Managers in Mexico and Canada. Rebuilt the briefing process from the ground up, ran consumer insight sessions, and created the first strategy-to-creative framework the account had used. Acted as the strategic bridge between client business objectives and agency creative output across multiple campaigns.
THE IDEA IT BECAME
A strategy-led communications model that connected Scotiabank's digitalisation agenda to genuine human financial motivations. The Cashback Campaign led this new approach, grounding a product mechanic in a real behavioural insight about how Mexicans relate to spending rewards.
WHAT HAPPENED
Cashback Campaign generated MXN $210M+ in revenue from registered clients — exceeding the target by 25%
Strategic planning process adopted as the new standard across the account
Improved alignment between briefs, creative output and client KPIs across all subsequent campaigns
Became a key figure in reshaping how Scotiabank approached agency relationships — from execution partner to strategic lead