Toribio Ezcurra Delgado

Developing solid ideas based on a deep understanding of people to drive changes in behavior, culture, and brand perception.

• Driving collaboration between planning, creative, and account teams to develop strategically brilliant, creatively rich, and powerfully effective ideas.
• Leading the implementation of Truth to Impact, McCann’s global strategic framework.
• Staying ahead of cultural, technological, and social trends to identify opportunities for significant cultural impact.
• Presenting strategic proposals and briefs in a compelling way to build client trust and credibility.
• Supervising and leading multiple strategic projects from conception to execution (E2E).
• Designing long-term strategies to build strong, coherent brands.
• Analyzing consumers, culture, and category dynamics through the 3C framework to identify strategic opportunities.

Clients: Entel Perú, NGR (Bembos), Nestlé (confectionery and ice cream), among others.

Led the strategic team, managing three planners across strategy and social media. Key responsibilities included:

• Cultivating curiosity, analytical skills, and problem-solving abilities within my team to help our clients build relevant brands from a cultural and business perspective.
• Integrating strategy, creative, and account teams to operate as a cohesive unit and produce the best results.
• Conducting consumer research through qualitative and quantitative reports.
• Running agile co-creation workshops to implement business-driven strategies.
• Crafting creative briefs that identify fertile territories for communication.
• Implementing AI tools (Bard, Bing, Claude, Midjourney) to optimize strategic processes.
• Overseeing social media reporting.
• Managing team workflow through digital tools like Slack and Jira.

Clients: Alicorp (Vitapro and Nicovita), PromPerú, among others.

Developing business-focused strategies that challenge brands to be both meaningful and human to drive better results.

• Conducting in-depth analysis of business, culture, consumers, and category competition using research platforms like Euromonitor, Warc, Contagious, and TrendWatching.
• Leading consumer research through qualitative and quantitative reports.
• Running co-creation workshops to implement business-driven strategies.
• Crafting creative briefs that identify fertile communication territories.
• Driving collaboration between planning, creative, and media teams.
• Leading the implementation of TBWA’s global Disruption methodology.
• Working with the regional team (Mexico, Colombia, Chile, Argentina, Peru) to identify local trends with global potential.

Clients: BCP, Yape, Wong, Pacífico Seguros, and Betcris.

• Developing strategies based on Wunderman Thompson’s tech and culture-driven methodology, ensuring effective communication strategies and business results.
• Leading communication strategies for various Central American brands.
• Conducting social listening reports to assess national sentiment during political crises.
• Producing qualitative and quantitative reports on different consumer profiles.
• Contributing to pitch teams, winning accounts such as Grupo Scotiabank, MegaPlaza, and Universidad Norbert Wiener.

Clients: FIFCO (Bavaria, Kerns, Ducal, Imperial, Pilsen, Tropical), Nestlé (D’Onofrio Megamarca, Sin Parar, Peziduri, KitKat, Triángulo), Tottus, Scotiabank, Parque Arauco, among others.

• Creating local trend reports.
• Identifying consumer insights to develop audience-relevant strategies.
• Conducting category benchmarks to uncover untapped communication opportunities.

Clients: Nestlé, Laive, Costeño, Lima Airport Partners, among others.