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Ingrid Otero-Smart of Casanova//McCann: We continue to grow because we have not stood still for the last 15 years
Liz Unamo| 31 de agosto de 2023
Ingrid Otero Smart
Casanova//McCann celebrated 15 years under the leadership of Ingrid Otero-Smart, who said that the only constant has been change. Transformation, exploration, and learning are part of the agency’s DNA under the motto “pursue the impossible.”The agency, part of IPG’s McCann Worldgroup network, was renamed Casanova//McCann in 2016; and in 2020, its CEO and president retained a majority shareholding; and in 2021, it procured the Diverse Supplier certification from the Association of National Advertisers (ANA).“I firmly believe that one of the reasons Casanova continues to grow is that we have not stood still for the last 15 years. We worked hard to become a more integral part of the IPG network, and that opened many doors for us. From the beginning, diversifying our client portfolio was a great objective we achieved,” said Ingrid.They have followed closely the changing demographics of the market and made adjustments from the beginning, explained Ingrid. This allowed them to work more on culture rather than language, “hiring the right candidates who reflected the ‘new’ market and investing heavily in a digital transformation.”Although there is a fine line between collaboration with the agency and the client and protecting the idea, at Casanova//McCann they work to keep that balance. “Our partners always praise us for our collaboration. I think everything starts with the consumer and basing each idea on the consumer’s perception,” explained Ingrid.She added that getting consumer buy-in early in the process is critical. “Showing that we care about the consumer and influencing our clients’ results is how we win the battle. I’m not saying we always win, but it builds trust over time, and we can be proud of the end product.”Leadership with depth and reachUnder the leadership of Ingrid Otero-Smart, the agency has grown, transformed, and achieved a differential in an industry mostly dominated by men. “I have been very fortunate to have great mentors and advocates in my career; that has been key to breaking silos. And I have always approached it as a part of my training, not a struggle. I have tried to understand the roles and responsibilities and respect them in each and every case, and I state my position firmly but in a kind and loving way. They say I carry a sword, but with velvet gloves,” she explained.“For me, the biggest silo to break was ensuring our team sat at the table with the general agency, that they were treated with respect and allowed to lead the way sometimes, not just follow. Although we still have a way to go, I am glad we have made great progress in the last decade.”One of the pieces of self-advice Ingrid would give to her younger self would be to believe more in herself. “Sometimes, I started to think that I was not prepared for a challenge when I was more prepared than those going for it. And I would tell that young mother to relax; that child knows that she loves him, he is more resistant than you think, and you are not going to destroy him (I try to tell our young mothers at the agency so they don’t have to carry that guilt and pain.)In her experience as a leader in the advertising industry, being curious is one of the key qualities needed to succeed.“I believe you have to care about what you do and learn to love your clients. To thoroughly understand their business and what keeps them up at night. Be curious, never settle for enough, and feel passionate about this business. Unfortunately, our industry has a bad reputation, and it is up to us to improve it. I can’t think of a more rewarding and stimulating career, and I hope more young people want to experience it. That is why we invest many resources in making our sector known and preparing university students for the future.”
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