thestorysofar

Santi Pochat

VP, Brand & AI · Lenovo

Argentine-born, San Francisco-based. Previously LinkedIn, Google, Verizon, Edelman. Nine Cannes Lions, inaugural Tribeca X, one Effie. Currently rebuilding Lenovo's $70B global brand across 180 markets.

nowAI for effectiveness not just efficiency

readingbreakneck · dan wang

listening—

making—

§ 01Selected work06 films · click to play

01 / 2025

THAT'S PREMIUM

IN-HOUSE · 20-25% COST

LinkedIn Premium's first-ever brand campaign. Three cinematic spots. Made in-house at a fraction of agency rates.

02 / 2023

FIND YOUR IN

GLOBAL PLATFORM

LinkedIn's first global creative platform. Because everyone deserves the opportunity to get an opportunity.

03 / 2021

GOOGLE

GET BACK TO WHAT YOU LOVE

12M YT VIEWS

Told the end of the pandemic through Search queries. 'Quarantine' deleted. 'Happy hour' typed in.

04 / 2019EDELMAN

TAZO (UNILEVER)

CAMP TAZO

REBRANDING TEA

Made tea less boring by letting adults find themselves again over a cup.

05 / 2015EDELMAN

SAMSUNG × RIHANNA

ANTIdiaRy

PLATINUM IN <14H

Multi-channel album launch. VR site, Sleep No More events, a mystery social persona. Fastest platinum in history.

06 / 2014EDELMAN

SAMSUNG

THE OSCARS SELFIE

+$1B EARNED MEDIA

Ellen's Galaxy Note 3. Crashed Twitter. Samsung named Cannes Marketer of the Year.

§ 02 — elsewhere

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