ROLE: HEAD OF CONTENT

Optimizing Opel's content unit.

Optimising Opel's content unit.

I joined Heimat\TBWA Berlin as Head of Content to optimise the creative implementation of the strategy for all local and international social media channels of OPEL. My main tasks were to organise, set-objectives, measure performance and lead, mentor and coach a team of 20 people: 4 designers, 6 copywriters, 4 project managers, 4 content managers and 1 international market coordinator. To avoid silos and allow for development and transparency I strived to implement cross-functional teams within the other 60 people split in 5 sub-units: strategy, data, platform, campaign and literature.

Credits:
Created at Heimat\TBWA Berlin.
German translations and copyediting: Torben Wrobel
Main Motion Designers: Sajjad Khatibi, Carlos Rodriguez Torre.

I joined Heimat\TBWA Berlin as Head of Content to optimise the creative implementation of the strategy for all local and international social media channels of OPEL. My main tasks were to organise, set-objectives, measure performance and lead, mentor and coach a team of 20 people: 4 designers, 6 copywriters, 4 project managers, 4 content managers and 1 international market coordinator. To avoid silos and allow for development and transparency I strived to implement cross-functional teams within the other 60 people split in 5 sub-units: strategy, data, platform, campaign and literature. Credits: Responsible for copy: Torben Wrobel / Main Motion Designers: Sajjad Khatibi, Carlos Rodriguez Torre.

Creative lead of a
multidisciplinary team of
20 people.

Organise, set-objectives, measure performance and lead, mentor and coach a team of 20 people.

Organise, set-objectives, measure performance and
lead, mentor and coach
a team of 20 people.

Organise, set–objectives, measure performance and lead, mentor and coach a team of 20 people.

GET IN TOUCH →

MICRO CAMPAIGN EXAMPLE

Shit happens, even in the summertime. But your car is safe, with Opel's Holiday-Check.

Jetzt sorglos in den Sommerurlaub starten. Wie? Mit dem #Opel Urlaubs-Check: https://t.co/mrdJ7arnRo pic.twitter.com/DiPtEEDoCt
— Opel Deutschland (@OpelDE) 27. Juli 2018

Ich packe meinen Koffer und nehme mit: den #Opel Urlaubs-Check: https://t.co/GPOoUBLuvN pic.twitter.com/M7ouF3tkdu
— Opel Deutschland (@OpelDE) 13. Juli 2018

Badehose ✅
Sonnencreme ✅
Opel Urlaubs-Check: https://t.co/BmMtHD45KO pic.twitter.com/qZPrZhHlnp
— Opel Deutschland (@OpelDE) 20. Juli 2018

>80 assets created weekly.
Adapted in 60 markets worldwide.

>80 assets created weekly. Adapted in 60 markets worldwide.

>80 assets
created weekly. Adapted in
60 markets worldwide.

>80 assets created weekly. Adapted in 60 markets worldwide.

OPTIMISE YOUR TEAM →

One of the many games implemented for Instagram Stories,

A new data-driven
system was developed
and applied.

And outdated content types like this one were deleted.

Nothing tastes better than the sheer satisfaction of choosing your #Insignia in your own unique paint finish. #OpelExclusive

Discover more at: https://t.co/iOhswU82pz pic.twitter.com/3Px1vpVtNO
— Opel (@Opel) February 17, 2018

Andrés Andrade
Art Direction + Sound
+49(0)1736375515

Andrés Andrade
Art Direction + Sound
+491736375515

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Last Update:
04.03.2020

(c)
Work ideas, concepts and content remain the intellectual property of the respective clients and their service partners. Sharing and distribution is strictly prohibited without express written permission. If you have issues please let me know.