We listen.
Interview
A conversation with Juan Pablo Sobrevilla, Principal of The Edge360
Recently I was assigned to interview one of Miami's top eMarketers and head of The Edge360, the online marketing agency. Over a fruit juice and a fruit salad, no kidding, I picked his brain about the business and his place in it. Here is an excerpt from that interview.
Q: Ok, JP, What is it that a client really wants from a digital agency such as The Edge360?
JP: Companies rely on the expertise of the agency and its talents, a group of experts outside the company, who can see the big picture in their marketing plan and contribute objectively. We get paid for our ideas and results. Period.
Q: What do you think makes a good agency?
JP: The people definitely. Also there is the perception that an agency equals creativity, but we're all creative in one way or another. But since you've asked, I'd say you need a real sensitivity toward what motivates people and really listen. I mean listen!
Q: Any words for potential clients shopping for more "bang for their marketing bucks?"
JP: It's not a rule, but usually you get what you pay for. Throughout the years I have seen countless campaigns and strategies that have totally missed the target. Which is basically flushing marketing money down the toilet. A true mix of creativity, sense of purpose, and market knowledge make a very powerful asset to have on your organization's side in today's fast paced marketplace.
Q: Anything to share on what to look for in the near future?
JP: I don't like the idea of playing marketing futurist with you here. All I can tell you is this… we live in a world that constantly demands new ideas and welcome easier ways to communicate. The online media has proven beyond any doubt that consumers are in power now and there is no turning back.
Q: What do you think young professionals should focus on the most after school?
JP: Good question. I think new creatives and marketing kids must learn to focus on communication solutions and innovate. Do your homework! …Do the research, define the demographic target, learn the strengths of the product or service you're going to sell and figure out how you can get into the mind of the consumers.
Q: Any good story you'd like to share?
JP: Hmm, many to be honest, but here is one. Once we were hired to create the branding of a new Chilean wine label, and part of the "research" was to taste the product. Yeah, I know, don't laugh… Well to make a long story short, in the end, the client was really pleased with their new identity even though we couldn't give them a straight answer as to what happened to the four wine bottle samples they gave me. In the end they were written off in their research expense account … I guess.