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The Statista Trend Compass reveals that new insights are shaping the talent that confirms new trends in human capital.
Montalvo is an agency that tries to add new talents to its creative capacity, to scale the result that is delivered to the client.
During the last edition of the Cannes Lions festival, the role of brands in the creative industry was verified, not only as clients.
Montalvo announced the arrival of a new directive who has been trained in corporations such as Heineken Y huaweias a partner of the agency and also director of Montalvo Gain.
The agency is one of the key entities in the advertising market and the fact that it adds talent trained in corporates is proof of the growing presence of brands in strategic positions within the industry, not only as clients.
If we remember what happened during the editing 2022 of Cannes Lionsthe audacity of creativity was proven, after two years in contingency, in which the world’s creatives were kept away from an essential appointment to witness the level of creativity.
The event confirmed how brands have become involved in the advertising market and in the midst of this exercise a very relevant case is verified and it is the transcendence that brands have achieved in understanding the role of creativity.
“East Cannes It had a very demanding level of demand. We had been crazy for two years to get back on the slopes in Cannes, to see how creativity took another direction, we have to put on a Cannes festival, which is a dream for any creative to obtain recognition and set the bar high again, “he says. Santiago Cortes, CEO of VMLY&R COMMERCE when speaking with Merca2.0 about the spirits that were perceived in this edition where we saw brands deploy a strategic exercise of great value, as happened Facebook and other companies that have taken their corporate role to a creative scheme that was previously only made up of agencies.
In that edition, agencies such as Ogilvy Mexico, DDB Mexico, Publicis Mexico, which stood out during this edition, did so under a very simple key concept: a close and permanent relationship with the client, as well as a creative idea that would trigger a insight and remain faithful to it, because along the way, as long as it is not lost sight of as the campaign develops, the elements that give the piece value are defined not only for the client’s business, but also to show the level in Mexico.
The foregoing has undoubtedly changed the rule in creativity and the scheme is no longer only followed by leading agencies in the segment or by creatives, it adds brands to the segment, both as sponsors, and as a source of new talent for the creative industry.
From working in corporations to being in Montalvo
Claudia Aguirre is the new talent at the Montalvo agency, where after 15 years of experience in the world in global corporations such as Heineken Y huawei (where she worked as Media Director for Latin America), Claudia adds her brand vision to the creative market, which will be crucial in pitch and activities related to this agency-client relationship.
“Montalvo is an agency that inspires, that proposes, that has a great talent and that has a great reputation in the advertising industry. I am excited about the synergy that we are going to achieve. We are going to create disruptive messages, take risks, position ourselves as a unique solution. Many companies offer the same services, but none have Montalvo’s proposal”, explained Aguirre.
In this new stage as a director, but now on the side that works for the brands, Pepe Montalvo recognized that Claudia’s hiring was based on identifying valuable professional qualities such as her entrepreneurial spirit, corporate training where the work culture is integral and the know-how to work in global companies.
“He has done very creative things with very small budgets, and spectacular things with the highest media budgets in Mexico. He is capable of making plans for massive, regional and global brands, and in turn for those that are focused on specific areas. She does everything spectacularly well, it is an honor to have her as our partner”, acknowledges Montalvo.
This type of movement, where profiles with corporate experience move on to creative industries, has been a constant in the market, in the Statista Trend Compassa study carried out exclusively for subscribers of this platform, a key aspect that prevails in employability trends is that a 61 percent of the talent surveyed is sure of something and that is the freedom, they confessed, to choose where to work.
The independence of talent and belief in it is forming very interesting human capital profiles, which call the attention of brands and find in it a valuable resource, to add to their scheme and thereby specify new organizational guidelines.
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