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5 Questions With David Moreno
Recently, David Moreno was named Bader Rutter’s EVP, Integrated Strategy & Effectiveness, a new role that brings together media, performance marketing, comms and brand strategy. We asked him five questions to better understand who he is and what he now does.
In today’s fast-changing B2B world, there’s no established formula for success — results come from adapting with precision, and using data, creativity and collaboration to not just keep up, but take the lead. My new role functions like an orchestra conductor: bringing together media, performance marketing, comms and brand strategy to play in perfect harmony. The goal? To create a masterpiece where every note drives growth to build strong, resilient brands. And to make our clients call for encores.
I’m a psychologist by training, and early on, I discovered how understanding human behavior translates seamlessly into marketing. Working across industries, in different countries, and with diverse audiences, has consistently reinforced one thing: the only way to move businesses is by moving people. The most impactful solutions come from blending data with creativity and keeping people at the center. That perspective has shaped every campaign, strategy and relationship I’ve built.
Redefining the U.S. Navy’s brand to connect with a younger, digitally savvy audience was really satisfying because it came from understanding the new recruit audience. By using platforms like Snapchat and co-creating relatable content with influencers, we bridged the gap between tradition and modern relevance, driving a 10% surge in brand awareness and 3,000+ new applications. It proved the impact of innovative storytelling and understanding your audience.
It’s too easy to confuse a data point with an insight. Without context and human assessment, data is just numbers — they don’t tell the full story. Insights come from connecting those data points with human behavior, and the brand’s larger purpose. My team thrives on going beyond the obvious, blending data with creativity to uncover the deeper truths that truly drive growth. By fostering collaboration and curiosity, we help the entire team see not just what’s happening, but why — and how to act on it.
First, we listen. Not just to research but also to the client’s challenges, aspirations and the voice of their audience. Then, we create a road map that aligns an integrated approach to bridge immediate goals with long-term brand growth. For us, strategy isn’t a checklist — it’s a growth engine that drives innovation and unlocks opportunities. To bring this to life, we rely on our proven Brand Asset Management system: over 40 tools designed to meet any need — from identifying white spaces to crafting a compelling brand essence and optimizing portfolio positioning. Our goal is simple: to make strategies that don’t just make brands visible — they make them indispensable.