We spoke with Palomo Muñoz; new CEO of Garwich BBDO Ecuador. Palomo, who studied at UDES and made his first steps at PVS, shared with us a few words about his experience, his vision of the industry and his evolution in the world of advertising.
What have been the most important challenges in your career as a professional?
Always be up-to-date, this industry changes a lot, and if you don’t adapt and learn, you stay, that’s vital. Then come the things that are done on a daily basis, wanting to win at festivals, leaving a mark with work and with the people you know, that people love you, the team, the clients, everyone.
How has the change been from going from a creative area to a space where you get more involved with clients?
Well I have always done it, those who have been with me are witnesses that I have always had that side of getting involved with clients, the first years in Leo, McCann and Y&R, just the basics, but already in SanchoBBDO and ApexBBDO it was part of my functions for the positions, TotalWork Director and Creative General Director, respectively. It is an evolution, the industry demands to be multitask and for one it opens up many more possibilities, understanding the client’s business is the most basic thing so that the work that is done between agency and client is relevant. I really enjoy these changes, that little fear of doing something that is not your nature is addictive.
From your vision, how do you see the changes that advertising has had with the digital revolution?
Giants, now everything is communicated in seconds, something happens and the second there are memes, the second there are brands talking about it, now the agencies have to be content generators, of something that people want to share, that someone having a beer wants to talk with his friend about that, and that this has the DNA of the brand and to think that we are only at the beginning, it is a medium that is going to have great developments in the coming years.
You have had the opportunity to know the industry in 3 countries, what differences do you notice in each one?
We are so similar really, but at the same time we differ a lot, Colombia is in a very good place, it is the best moment of Colombian creativity, and somehow this is happening in the world, and largely due to economic crises. that hit many countries and almost all of Latin America, that makes us more creative, more effective, there is no money to waste, but if there is a good idea we achieve how important it is to communicate.
El Salvador is at a time where they have already started to be noticed in the region and at festivals, customers still want to be in a safe area, but some already want more and that requires the industry, they demand that they see what happens outside, they have than to get out of a bubble and great things are sure to come.
Ecuador is more on the side of Colombia, it takes only 20 days, but it is an established industry with a lot of talent, demanding and dynamic, this is going to be good.
What is the route you are going to follow when you join as CEO?
When you are at the top is when you understand what happens at all levels the most, my thing is to be friends with the people of the agency, that they grow. The same with my clients, being their partner, their ally, that and looking for new businesses with my current and future clients, being a reference and leaving a mark, that’s what I want.
Finally, as part of an inspiration exercise, what would you say to the new generations?
That they set goals, achieve them and are not in their comfort zone, take advantage of the fact that they are starting to make mistakes, that they be good vibes, that they are not the ones who criticize and are rather the ones who do, that they be low profile. The industry is filling up with grown people who have not achieved anything and those are the ones who criticize the most, make them want to be in this business is a bitch, they pay you a ticket to do a job that is something of the whore.
Do, do and do things, the results can be seen. Stick your heads out.
Any message for PVS?
Thank you for the good vibes, they have always been incredible, starting with Pilo, Memo and Pacho, and hence everyone in general, so many generations of creatives and accounts that have passed and one always feels the good vibes, to go for a beer which ends up being a basket. My admiration also for staying current, for believing in ideas, for believing in their clients, I am always aware of what they do, and hopefully we will see each other soon and spend a pole.
JULY 25, 2017