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| Chilean Exporters Association (1994-present) |
 At the time Developing a marketing campaign around a "cause" attracts media exposure. To gain attention for Chilean grapes and kiwis which were unfamiliar to the Japanese consumer, we suggested linking the promotion of these products to a "cause". In this case, the Humboldt penguin, an endangered species at Chile and Northern Peru, was chosen as the symbol of the marketing campaign.  The Chilean Embassy announced that the association would cooperate with the Penguin Conference and funds were contributed. The strategy achieved wide media coverage for the association.
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| With media exposure equivalent to almost four times the PR budget, Chile's share of Japan's imported kiwi market rose from 8.6 percent in 1993 to 23 percent in 1995, taking a large cut from major producer New Zealand. |
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Alfa Romeo Motors, Japan (1990-1993) Putting the client into the driver's seat to the Japanese market. |
 The
legendary Italian car manufacturer started its advance into the Japanese market
completely from scratch with the establishment of a subsidiary in the 1990. It
was our job to get the marketing campaign in gear, handling all PR activities.
Promotional events were as varied and expansive as cars on the road, such as advertisements
in auto magazines and general newspapers, test driving by car journalists and
publication of a newsletter.
Sales promotions included brochures and catalogs, direct mailing for test drives,
give-aways and participation in auto shows.
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| Alfa Romeo became a widely recognized import car in the Japanese market. |
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