José Aguilar from Wing: Multiculturalism is the New Norm

Wing has become an agency with strong creative culture. José Aguilar, CCO of the company explained that this philosophical change began a year and a half ago and until now, they have built a good creative representation. In 2016, they began with a Gold Lion in Cannes and two Lions this year, together with many finalists in different categories. “The agency´s most important principle is that we are all creative. Everyone, whether they are in accounts or strategy, are invited to defend and participate in the development of ideas. Normally agencies have a rather indivisible wall between creatives who want their ideas and the rest who want business. We don´t believe in that, as soon as you open the door, things change and we all have to generate business” he explained. Aguilar believes they have plenty of work with solid creative approaches. One of their 2017 Lions was for Nestlé, with The Cook Book You Can Cook. This brand’s U.S. office had never won a Lion before, and this was a great success for trust in the client-agency relationship. “This is going to be a year of growth for us, because we have gained territory in new businesses. We have grown, mainly with Nestlé and recently with Walgreens and Applebee’s” he added. According to Aguilar, reinventing agency culture is a permanent job. “We will continue to work hard in building this creative reputation in and outside. We hope to grow a great deal with a client portfolio that we love and we are preparing for the future that is already here, in which multiculturalism is the new norm.”