Simple 7 Lab
Digital Platforms for Consumer's Brands
2003–2015
For over a decade, I served the Venezuelan advertising industry with specialized digital media services, helping traditional agencies and major consumer brands transition into the emerging landscape of social media and online communication.
Services provided
- Digital Business Advisory Services
- Creative Advisory and
- Concept Development
- Strategic Planning for Digital Media
- Digital Marketing
- Strategies and Activation Plans
- Project Management and
- Operations Design
- Digital and Web Design
- Training and Team Development
- Curatorial and Transmedia Storytelling Services
Challenge
Between 2009 and 2015, the advertising industry in Venezuela faced a major shift. Social networks—then considered experimental—were transforming communication between brands and audiences. Agencies and brands had to learn to operate within a new, interactive media environment where success depended on participation and connection rather than one-way messaging. The challenge was to integrate traditional marketing strategies with the dynamic, decentralized nature of digital platforms.
Solution
Through my studio, Simple 7 Lab, and later as Chief Digital Officer at Oveja Negra, I developed a full-service digital media practice. I built a digital business unit from the ground up, leading a multidisciplinary team that designed, implemented, and managed online strategies for some of the country’s most influential brands.
Our approach centered on transmedia storytelling—creating interconnected experiences across web, social media, and real-world activations. Each project treated audiences not as passive consumers but as collaborators in shaping the brand narrative. Campaigns combined social media content, events, and digital interactions into cohesive, immersive brand ecosystems.
Notable clients and brands served (2011–2015)
- Mondelēz International —
- Trident Venezuela
- General Mills — Diablitos Underwood
- Cervecería Regional —
- Cerveza Zulia, Regional Pilsen, Brahma Light
- Dewar’s
- Excelsior Gamma
- Charcutería Tovar
Results
- Built and led Oveja Negra’s digital media business unit, transforming it into a permanent department.
- Positioned Oveja Negra as one of the leading boutique agencies for integrated ATL, BTL, and digital media in Venezuela.
- Designed and launched the arteZanos brand platform for Cerveza Zulia.
- Established new business models based on digital media integration, strengthening client relationships and revenue streams.
- Cultivated transmedia campaigns that fostered collaboration between brands, media, and audiences—pioneering immersive brand storytelling in the Venezuelan market.