After almost forty years in the marketing and advertising industry, Gustavo Martinez is now considered a living legend in this cutthroat and competitive field, where many of the weak minded do not survive. He has been credited to lead teams in the many iconic advertisements—whether print or adio-visual—that people remember to this day. He has served in many famous advertising houses throughout his career. He was the CEO of J. Walter Thompson Worldwide. On top of that, he was president of Ogilvy and Mather and McCann Worldgroup, which are two highly revered names in the advertising industry. Prior to that, he was a part of Henkel and Price Water. His impressive resume is indeed proof of his stellar performance in this high pressured industry that demands concrete and measurable results. Gustavo recently ventured outside the scope of traditional marketing. Now dabbling in consulting and business acceleration, he sees these two as the key components of successful marketing in this modern generation. First, he addressed the consulting has really been the backbone of the marketing and advertising industry. They rely on many independent consultants, also sometimes referred to as freelancers or part time contractors, to deliver quality work. In fact, he himself has worked as a contractor before becoming president and CEO of the bigger firms that he became a part of. He emphasized that creativity is the most important ingredient of many advertising agencies. Creativity is the lifeblood that brings to life the ingenious campaigns that make itself an indelible part of pop culture. Majority of creative people prefer a non-traditional office set-up, shunning away from the usual 9 to 5 hours of expected work, so the consulting model has been proven to work and deliver results in this highly volatile field that must always meet the demands of the clients. Gustavo said that people from other industries often fail to realize that the marketing business cannot be compared to other systems at all. Although there is a backend system of business, what makes this truly successful is the creative team that goes beyond traditional processes. This is in stark contrast to the traditional mode of doing business where everything is systematic and based on rules. There is no rule book for the artistic process because innovative, cutting-edge, and fresh ideas must always be created to beat the competition. As for the business acceleration component, Gustavo is working with a company called UV Business Acceleration that helps start-up streamline their services for better results. He highlighted that majority of start-ups fail within the first three years and to circumvent that, they need an objective perspective from an indirect party like UV Business Acceleration that helps new businesses optimize their total marketing strategy. He noted that start-ups do not have the time for trial and error marketing approaches, but what they need are dynamic strategies that would deliver faster results for a fraction of the price. There is no doubt that Gustavo Martinez’s extensive experience can make all those happen with ease, grace, and aplomb.
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