Robert Scaramal

Background

About Robert Scaramal

I believe in brands with a heartbeat—brands that don’t just sell, but connect emotionally with people and create culture. After 25+ years leading creativity and strategy at national and multinational agencies, and now as CCO at Mashin, I’ve come to a simple conclusion: competitive advantage doesn’t lie only in the product or in the size of the media buy or the budget—it lies in the story a brand embodies and the experience it enables in real life. What do I do? I design brand strategies and narratives that move companies from being just another option to becoming an emotional reference in their category: from top of mind to top of heart. How I work: Insight: deep listening, research, and cultural acuity. Strategy: a clear brand platform (purpose, positioning, tone). Story & Experience: storytelling and omnichannel experiences that stick. Background & sectors: consumer goods, telcos, banking, healthcare, retail, beauty, food & beverages, among others. Along the way, I’ve worked with brands such as Unilever (Dove, Axe, Sedal, Lux, Ala, Comfort, Skip, and more), Danone (Waters and Dairy), Telefónica/Movistar, Banco de Galicia, Banelco, Motorola, Topper, Lenovo, American Express, among many others. I don’t sell services—I deliver a before and after. A deep, coherent, consistent, distinctive, and solid transformation for brands and companies that build their own greatness and anchor themselves in people’s minds and hearts.