1. DANIELA MUENTE PORTFOLIO
Young professional from Lima - Perú, with four years of work experience in peruvian
ad agencies from international networks such as FCB and RAPP. Now, after studying
a one year Master in International Communications Management (MICM), I am
ready to develop myself in an intercultural environment here in The Netherlands, to put
in practice my professional experience with the knowledge obtained in this last year.
2. AUTOSHOW BCP Client: BCP
Business: Bank
The idea was to attract BCP clients to the 9th Autoshow BCP, by illustrating how fast is getting a car loan
direct marketing Product: Car Loan
with us: show your ID and wait less than 30 minutes for the approval.
Copy: Gonzalo, your car loan, ready in 30 minutes.
3. THE BOSS’ CHAIR Client: Universidad de Lima
Business: Post Graduate/ Education
The post graduate programmes in the University of Lima wants to challenge young
proffesionals to take it’s MBA that will make them grow in their careers.
direct marketing Product: MBAs
The big boss always have the big office with the big chair. So we used to idea of the
Boss’ Chair to tell them that they will only deserve it if they challenge themselves with
an MBA.
Copy on top: Gonzalo, start feeling confortable in your Copy: But first, there’s a challenge Inside, they would find the instructions
new position. you must meet. for building the chair, which were
On the sides: CHAIR General Manager actually the characteristics of the MBA
programme.
4. CAR’S WHEEL Client: BCP
Business: Bank
Direct mailing to communicate our clients they had a pre approved loan for buying a car.
direct marketing Product: Car Loan
Copy: Gonzalo, put your hands in the wheel and get ready to own a new car.
5. Direct mailing to present Rimac’s new travel insurance in which the companies can pre-pay days of
LUGGAGE Client: RIMAC
Business: Insurance insurance instead of buying one everytime an employee has to travel.
direct marketing Product: Travel Insurance Concept: Your luggage ready in advance.
Copy: Anita, be ready in advance Copy: Travel Insurance Luggage Copy: Do it with SALUD Copy: Rimac has your luggage
for all your company’s trips VIAJEROS, the first travel ready.
insurance that knows business.
6. THE PIE Client: BCP
Business: Bank
BCP’s Mutual Funds were the best funds in 2007 and wanted to congratulate their clients for being part
direct marketing Product: Mutual Funds
of these results. We sent a notepad shaped as a market share pie as a celebration cake.
Copy: Claudia, we want to share with you the biggest piece of the cake.
8. The bank wants to celebrate with all it’s employees the winning of the National Quality
TIME TO CELEBRATE Client: BCP
Business: Banking Award, but it’s impossible to have them all together in the same party. So we created a
internal communications Product: National Quality Award special date and time, when every employee would celebrate at the same exact
moment.
Sticker in Box: Open it at 06.10.2008 at 6.10 pm Employees received emails and a screen saver with a countdown for
Inside of the envelope they would find a greeting card with the meaning of the special day, which we called: BCP Pride Day.
the celebration. Inside the box, they would find conffetti, hats and
balloons for the party.
9. The bank motivates their sales force through fun multimedia campaigns (dm, web, print and
BCP FUNFAIR Client: BCP
Business: Banking e-mailings) and this would be the first time that all the campaigns (bank products) will be
internal communications Product: Sales motivation played under the same theme.
Concept: “all the games, now in one single place”.
o. TEASER 1.REVEAL
E-mail and posters: SOON! All campaigns will be played in one A poster in every office and a web
single place. page would give the employees the
idea they are now in a funfair.
In the web, they would find the rules
for each game finding them in a fun
park map.
Merchandising
2. MAINTENANCE
Weekly, every team would get an email
from “Madame Bleu” and her magic
crystal ball, telling them if they are getting
any closer to the final prize.
At the end of each month, the best teams
will get a funfair visit with merchandising.
10. We wanted to start a recognition culture through the leaders of the bank, by sending
WHERE’S THE RECOGNITION? Client: BCP
Business: Banking them weekly exercises in which they will have to find an congratulate good actions
internal communications Product: Recognition Culture from their employees, such as team work and good attitude.
The first game was very similar to a WHERE’S WALDO poster, to prove
them that if they look for good things, they would find them no matter
the daily chaos.
After that, they would have to apply the same idea to their day to day,
looking for good things and rewarding them in the office.
11. ESCOLARSITARIUM Client: Universidad de Lima
Business: University / Education
print Product: University Preparation School
Message: get ready for university while you are still in
school.
We created the ESCOLARSITARIUM as a middle
phase in between being a School Student
(escolar) and a University Student (universitario),
writing a description of his “new behavior”:
- he takes an extra sweater for nights
- he’s got books from school and from the preparatory
course
- now he has phone numbers from new friends in his
phone directory.
- he has an apple in his back, in case he gets hungry
in the evenings.
Copy: Study in the Pre-Lima and give the next
step in your evolution to University.
12. BEATLES Client: BCP
Business: Banking
print Product: Phone Banking
BCP Bank offers it’s most important clients three
exclusive phone executives through their Contact
Center BEX.
Copy: 311-9797 your exclusive bank wherever
you go.
14. MY CV Studies
2009 - 2010 Master in International Communication Management
(oct. - oct) The Hague University of Applied Sciences (Netherlands)
2008 Diploma Customer Relationship Management
(6 months) Escuela Postrado UPC (Lima - Perú)
2001 - 2006 Bachelor in Communications - Advertising Specialisation
(apr - nov) Universidad Peruana de Ciencias Aplicadas - UPC (Lima - Perú)
Work Experience
2007 - 2009 121 Rapp Collins, Lima - Perú
(april - august) Sr. Creative Copywriter - Creative Area
2006 - 2007 Mayo Draft FCB, Lima - Perú
april - april) Jr. Creative Copywriter - Creative Area
2005 - 2006 Telefónica del Perú, Lima - Perú
april - april) Internship in Marketing
Peru’s biggest telecommunication company
2005 Publicis, Lima - Perú
february - may) Summer Trainee in Creative Copywriting
Peru’s biggest telecommunication company
2004 Banco de Crédito BCP
(january - october) Summer Internship - Corporate Image
Internship in Marketing
15. FIND ME
Location Amsterdam, The Netherlands
E-mail dmuente@gmail.com
Mobile 065 4355430
Linkedin http://nl.linkedin.com/in/danielamuente
Illustrations http://mu-comic.blogspot.com
Flickr: http://flickr.com/photos/justmuit
