Leonardo is an internationally recognized Creative Director in Branding and Political Marketing, is the sole result of a 17 years’ successful career and, moreover, a lifetime dedication to the branding, marketing and communications profession. Leo, as know in the field, began his studies in 1997, obtaining an Associate Graphic Designer Degree by the Caracas Design Institute. From 2001 to 2004, Leo obtained an Associate Advertising Degree by the Venezuelan University Institute of Technology. In the following years, He was awarded a Bachelor’s in Science of Management by the Preston University of Alabama, and a Post-Graduate Advanced Technical Studies in Media and Strategic Communications Degree by the Andres Bello Catholic University in Venezuela.
He began my professional career at the age of 17, as an Industrial Graphic Designer working for renowned advertising agencies in Venezuela. He was responsible for changing the corporate image of prestigious institutions, including banking institutions and telecommunication companies.
In the year 2004, Leonardo worked for a year in London as a freelance Graphic Designer earning valuable experience and returned to Venezuela as a Creative and Production Director for a prominent merchandising agency where he developed branding products for famous companies in the food, financial and retail industries.
Through 2009 to 2012, he partnered with a colleague and started our own Creative Boutique Agency called “Tu Mural”, specialized in branding and marketing services, offering graphic, industrial and web design, working with multinational clients like Coca-Cola, Cargill, Plum Rose and other major national brands.
He completed additional studies and courses of branding and marketing, such as “Effective Use of the Expression Tools, Protocol of Customers’ Needs”, “Building a Network for Democracy”, “Television Marketing”, “World Talent and Managerial Growth Forum”, “International Seminar of Electoral Campaigns”, among others.
In 2011, in view of the deteriorated Venezuelan democracy, Leonardo offered his expertise to support the Venezuelan democratic political opposition party known as “Voluntad Popular” (People’s Will), occupying the position of National Coordinator of Internal Communications and later, and as National Director of Creative Communications. He faced a great challenge in these positions, as the Venezuelan population was hopeless because of the many fraudulent elections in the past and believed their votes will not count. He had to raise awareness and obtain the support to the party, not only from the opposition supporters, but also from the government supporters.
During this time, he was responsible for creating innovating ways to attract voters and raise awareness in the Venezuelan population. This task demanded creating a political marketing strategy focused in the branding of “Voluntad Popular”, relying strongly on social media, since other standard communication channels are controlled and monopolized by the Venezuelan government. Leo was responsible for putting together and directing a creative team to develop an “umbrella campaign” that supported 18 candidates in municipal elections in Venezuela during 2013, of which 16 resulted in victories, almost a 90% success rate. The results were overwhelming due to the political crisis suffered throughout the country. With elections rigged toward the win of the government candidates, having obtained clean victories in 16 municipal elections was a titanic undertaking and an extraordinary accomplishment.
In 2013, Leo was also selected for a colossal undertaking; develop a two weeks’ national presidential campaign trough a united front, where all opposition leaders worked together as one, known as “Mesa de la Unidad Democrática, MUD” (Democratic Unity Roundtable). This was a major event that involved massive international coverage, but very limited national coverage in TV and Radio, since this media is controlled by the government. Even though the presidential election was lost, the results were impressive, as the differential margin between both candidates was less than 1.5% (Government: 50.61% with 7,587,579 votes; MUD: 49.12% with 7,363,980 votes) and more than 80% of the voting population
went to the polls; resulting in the opposition gaining over 679.099 votes and the government losing 685.794 votes compared to the previous election, just a few months before.
Since that same year, Leonardo has worked as Communicational Campaign Adviser and Local Branding Advisor for numerous organizations and political leaders, such as ONG Un Mundo Sin Mordaza, David Smolansky, MUD, City Hall Paez, City Hall Hatillo, City Hall San Cristobal, ONG Rescate Venezuela, ONG Dale la Mano a tu Par, among many others.
From 2014, he is an Associate Creative Director of the Creative Agency, The Brains Bunch LLC, a creative and innovative agency specialized in advertising, graphic and industrial design, web development, SEO, social media and printing. As such, he has advised many organizations and political leaders in the United States and Latin America.
In 2015, he was responsible for the only international authorized center of the Venezuelan parliamentary elections, held on December 6th, 2015. The Venezuelan Information Center 6D, located in Miami, USA, was the only center recognized by the MUD, and served as an information diffuser to the international source.
Leo have also contributed, unarguably and beyond expectations, to the Venezuelan people and Venezuelan political leaders, by being a founding partner of the online TV news channel called Venezolanos por la Información VPI TV (Venezuelans for the Information). The channel was created to combat censorship in Venezuela. As stated before, the national radio and television media is controlled by the Venezuelan government, making it impossible for the Venezuelan people to know the events that occur day to day in Venezuela. People have resorted to social media to find out about the events that happen in their own country. The channel has been of great importance, since it allows to propagate the Venezuelan news nationally and internationally.
The channel has been of great importance, since it allows to propagate the Venezuelan news nationally and internationally. Today, it is the digital news media with number 1 rating in Venezuela; it has more than 300 thousand subscribers, and millions of views daily. The channel has served as a link for other international media and agencies, who connect their signals to VPITv, and thus transmit the news in other countries, having access to the latest information on the events happening in Venezuela.
In 2016, he was hired by the political advisors’ firm, De Vengoechea and Associates, to design and create the image of the firm. Likewise, he was hired by De Vengoechea and Associates for the development of the image of the candidate for primaries of Ecuador, Paul Carrasco; and, to design the campaign for Mayor for Miami-Dade candidate, Alfred Santamaría. Part of his work included the creation of a logo, a slogan, campaign material, creative message construction and political meetings.
In July, 2017, in the midst of the biggest political crisis in Venezuela in the last decades, he was appointed by the MUD, as Member of the Electoral Commission for South Florida of the Popular Consultation convened by the Venezuelan opposition with the aim of demonstrating the rejection of the National Constituent Assembly proposed by President Nicolás Maduro.
His performance over 17 years plus national and international career has shown the quality his extraordinary abilities and that my demonstrated experience and qualifications are consistent with the unique industry standards in this highly-specialized field. Leonardo is considered today a consummated Creative Director specialized in Branding and Political Marketing; with an impressive list of awards, and recognition in the history of Venezuela, and a top level Creative Director. This level of performance places Leo among the very top of my fields of endeavor, and has gained me the respect of politicians, advertisers, sponsors, organizations, and professionals involved in this field.