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Carlos Eduardo Torres Prieto, Marketing and Advertising Director, Banco Davivienda

Carlos Eduardo Torres, Marketing and Advertising Director of Davivienda Bank is known for his innovative approach to brand building. He also believes that results are achieved through innovation and brand differentiation. Davivienda is the only bank in Colombia with a humorous style of communication, which has been both consistent and coherent over time. Since his start at Davivienda in 2008, Mr. Torres has enjoyed surprising the Colombian people with the bank’s campaigns, and one of the most successful examples was “The Reporter” which appeared during the World Cup in 2010.

Based on research that demonstrated how The World Cup is as much about having fun as it is about football, Davivienda created a pseudo-Reporter who would be at the wrong place at the wrong time during World Cup Events. This would then serve as a warning that consumers' money could be at the wrong bank, if it wasn't with Davivienda. Not a bad way to celebrate the Cup when you’re team isn’t in the finals. Banco Davivienda won an Internationalist Award for Innovation in Media for this work.