Oscar Castaneda

Creative Director Copy

Proximity BBDO Colombia

Aug 2024 - Jan 2026 (1 year 6 months)

Led two creative teams focused on 360 campaigns, brand platforms, and culturally relevant ideas. Developed integrated campaigns for Homecenter, the largest home and construction retail company in Colombia. Work covered TV, digital, social, and paid media. The work delivered strong business results and earned 3 Effie Awards for effectiveness and some other local recognitions.

Team Leader Copy

Win Sports

Jan 2024 - Aug 2024 (8 months)

Led the creative team behind digital content and traditional campaigns used to promote the sports shows and live events broadcast by Win Sports, the official channel of the Colombian football league. Worked on the brand refresh after more than 15 years. The project included a new brand concept and a full visual update for the channel. Developed co-branded campaigns with consumer brands such as Adidas and Cabify.

Team Leader Copy

Publicis Groupe

Jan 2023 - Jan 2024 (1 year 1 month)

Led the creative team responsible for campaigns for AstraZeneca. Developed content aligned with healthcare regulations while keeping the message clear and relevant for both patients and medical professionals. Also worked on national 360 campaigns for Nestlé, Nescafé and Heineken across multiple media channels. • Conducted communications competition research for pharmaceutical and retail products, ensuring alignment with client brand voice and market pace.

Senior Copywriter

BEAT Mullenlowe SSP

Jan 2020 - Jan 2023 (3 years 1 month)

Worked with creative teams to develop campaign ideas and concepts for brands such as BMW, Michelob, Tequila Patrón, and Politécnico Grancolombiano University. Wrote campaign concepts and executions across digital and traditional media, with focus on automated digital advertising. My work received recognition from Lürzer’s Archive and a prize at El Ojo de Iberoamérica (Argentina). • Provided mentorship to a team of seven creatives, motivating them daily to enhance campaign strategies and achieve optimal results for each brief.

Copywriter

sancho bbdo

Apr 2019 - Jan 2020 (10 months)

Worked on campaign ideas and media plans for consumer brands such as Mercado Libre, Tuenti, and Alpina. Part of an agile team responsible for producing CRM content and campaign assets for the loyalty program of the largest retail company in Colombia.

Copywriter

MullenLowe Group

Sep 2017 - Apr 2019 (1 year 8 months)

Part of the digital team writing campaign copy and social content for Cerveza Águila, the largest beer brand in Colombia. Focused on real time content and digital trends to keep the brand active in daily conversations and cultural moments.

Copywriter

Contenidos El Rey

Feb 2015 - Sep 2017 (2 years 8 months)

Created digital content for several national brands, with focus on ideas designed for sharing and early social media culture. Worked on some of the first “glocal” ideas for Netflix during its early digital presence in Colombia.

Ejecutivo de Mercadeo Jr.

ScreenMedia SAS

Nov 2013 - May 2014 (7 months)

Creación de campañas de fidelización.

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