Marlboro TV (Neuland), conceived by Javier Gutierrez, marked a paradigm shift in digital marketing for Marlboro in 2014. As the Global Digital Director, I recognized the challenges posed by the brand's fragmented and inefficient digital presence. Each market was producing short-lived content for online product launches or local promotions, largely focused on direct advertising which did little to engage or…
Bokar: A Visionary Leap in AI-Powered Marketing," conceptualized and released by Javier Gutierrez, stands as a testament to forward-thinking innovation in the realm of visual discovery apps. Developed long before AI became a mainstream buzzword, Bokar leveraged the then-nascent technology of computer vision to radically transform the marketing landscape…
The Marlboro Gold introduction in Russia represents a groundbreaking approach in digital marketing, seamlessly blending digital content, gamification, and consumer promotion into a single platform. At the heart of this initiative is a 10-minute interactive movie, immersing audiences in a covert mission led by the MPort Secret Agent. This mission, crucially involving the transportation of Marlboro Gold from Berlin to Russia, unfolds through a narrative rich in…
Free the Bass," an original digital content series created for Marlboro TV, stands as one of the most ambitious projects developed by Javier Gutierrez for Philip Morris International (PMI). This documentary series spans over 120 minutes of rich content, divided into 16 captivating episodes, along with snackable pieces tailored for social media and one-to-one activations. The series takes viewers on a global journey, from the techno hubs of Detroit and Berlin to the rhythmic heart of…
Couch2Couch, an engaging series from Marlboro TV, transcends the conventional boundaries of travel shows, offering a fresh and artistically driven exploration of the world's most vibrant cities. This documentary series consists of over 120 minutes of captivating content, artfully divided into 7 episodes, each complemented by bite-sized, snackable content designed for…
Mix it Up, a distinguished original digital content series for Marlboro TV, marks one of the most ambitious endeavors spearheaded by Javier Gutierrez for Philip Morris International (PMI). This gastronomic documentary series is a feast for the senses, featuring over 100 minutes of rich content spread across 8 episodes, accompanied by bite-sized segments tailored for…
Marlboro CrossOver, a Global Engagement Platform, represents a modern evolution of Marlboro's brand engagement, leveraging the adventurous spirit synonymous with the brand. This platform serves as the millennial iteration of the iconic Marlboro Adventure Team, but with a distinct focus. Unlike its adrenaline-heavy predecessor, CrossOver emphasizes self-discovery and personal growth. It encourages participants to step out of their comfort zones, take…
Angel, powered by Brave, represents a significant milestone in personal safety technology, particularly targeting the needs of young women. This innovative app was a flagship product of my tech startup, BravePay, before we pivoted towards Fintech and Blockchain services. Founded in 2019, BravePay was at the forefront of combining technology with practical solutions to…
Marlboro Neuland, emerged as a Global Consumer Engagement Platform that redefined the boundaries of storytelling and digital content. This extraordinary platform took audiences on a mesmerizing journey across the globe, from the bustling streets of London to the serene landscapes of Arizona, the vibrant cityscape of Dubai, and the…
As the National Motorsport Manager, I orchestrated the concept and execution of over 40 high-profile Formula One and MotoGP Grand Prix events, each a pinnacle of style and exclusivity. These events were monumental undertakings, marked by unique…
In 2013, Russia, previously a haven for tobacco advertising, suddenly faced stringent communication restrictions, drastically altering the marketing landscape overnight. While many viewed this as a significant setback, I recognized it as a unique opportunity to strengthen Marlboro's brand positioning in a challenging environment. My approach was not just to adapt but to innovate, leading to the creation of the Mconcept – a pioneering strategy to…
Marlboro MGeneration, launched in 2013, was a groundbreaking Consumer Engagement Platform that turned city influencers into Brand Creators, shaping the future of Marlboro and amplifying its message among their followers. This platform wasn't just about engagement; it was about empowerment and innovation in…
In a bold move to revolutionize trade marketing, I spearheaded the development and implementation of Premium Visibility installations, a project that set a new standard in product showcasing and Point of Sale…
AI Age Verification spearheaded by visionary Javier Gutierrez, marked a significant turning point in PMI's digital marketing strategy. Recognizing the cumbersome nature of traditional age verification processes, which often led to high dropout rates in digital engagements, Javier envisioned a streamlined, AI-powered…