Read the full note at Expansion Magazine
On her recent visit to Mexico, MullenLowe Group CEO Kristen Cavallo sat down with Expansión Magazine, alongside MullenLowe SSP3 Mexico CEO Jorge Obregon, to discuss the key to MullenLowe’s success in the region.
MullenLowe is an agency driven by a strong business and creative heritage, with a mindset aimed at constantly taking on challenges.
Using creativity and versatility so that its client’s get the most personalized and unified service in an agency that offers a hyper-integrated solution of services, is one of the distinctive characteristics of MullenLowe, a global marketing agency that has transformed its model in Mexico.
The company’s goal is to lead the advertising industry in Mexico. The endeavor is to transform its offering in line with the vision of Kristen Cavallo, global CEO of MullenLowe Group, who in an interview for Expansión said the following:
“Our value is that as an agency we are small, but at the same time, global, with a sense of openness to change and adaptability that more often than not, large companies do not have. Sometimes the bigger the company, the more systematic it is and, consequently, it always does the same things; We, on the other hand, give rise to diversity and that makes us unique.”
“In addition, for 11 years we have topped the Effie Index as the most effective global network in terms of points per dollar revenue.”
And this way of conceiving performance, together with the company’s strategic plan, is key especially in a society that has just emerged from a health crisis that reformulated consumption habits and trends.
Openness and versatility: keys in the growth strategy
The agency, with a presence in Latin America, currently has 16 offices in 13 countries in the region, with Mexico and Colombia being the main hubs of its operations strategy.
“Although we’re not the largest agency in the market, we do have a mentality of taking brands and transforming them with ideas that generate an unfair share of attention, because we believe in the power of creativity and above all the creativity that generates effectiveness. We want to position ourselves among the top 10 agencies in Mexico,” says Jorge Obregón, CEO of MullenLowe SSP3 Mexico.
To achieve this, the agency has the talent ready to face the challenges, since all the members of the team agree on an essential characteristic: to enrich the current offering and adjust it to the specific requirements of each client.
All this framed in a commitment focused on digitalization as the most important communication ecosystem, to transmit significant messages that crystallize the commercial goals of customers.
Social commitment inspired by mariachi music
MullenLowe SSP3 also displays a high sense of social commitment in campaigns in favor of vulnerable sectors of the population. This is the case of mariachiterapia, a joint effort with a public organization that has had a positive impact on the elderly.
“We worked with Alzheimer’s patients, who were able to generate greater emotional connections after listening to music performed by mariachi musicians. This program was recognized with the 2022 National Health Award for our client Centro Mexicano Alzheimer A.C., and we want to continue generating projects like this to benefit society,” says Jorge Obregón.
All this work is supported by the great appreciation that Kristen Cavallo feels for Mexico, a country that she considers unique and fascinating for its diversity of people and millenary cultures, which is reflected in the organizational culture of the company. It also highlights the recent influx of creative talent and other creative agencies in Mexico that will create a healthy environment of competition and result in better work, for this reason, MullenLowe Group Mexico represents a strategic door for business in LATAM.
“Our values are perseverance, adaptability and creativity. We are an agency that never takes things for granted, but works hard to achieve goals and win” concludes Cavallo.