Branding is an art, and if combined both, it can truly become a success story. Today, advertising agencies are responsible for creating and implementing marketing and advertising campaigns for clients. A true business leader encourages creativity and fosters an environment where innovative ideas can flourish to stay competitive in the marketing industry.
Beyond the boardrooms and creative pitches lies the story of one such creative woman, Ingrid Reyes, who has fueled her business knowledge at M&A Creative Agency USA. With a legacy extending to diverse sectors, including, the alcoholic beverage industry, food, technology, finance, telecommunications, and entertainment, Ingrid now oversees the agency’s operations, fostering client relationships, and charting growth strategies.
This influence brought CIO Business World to interview Ingrid, to know about her journey.
Below are the highlights of the interview:
What inspired you to pursue a career in your industry, and how did you rise to your current position as CEO?
Greetings, readers! I’m Ingrid Reyes, I’m thrilled to share my journey with you – the winding path that led me to the exhilarating world of advertising and ultimately to the pinnacle of my career as Partner and CEO, Americas of M&A Creative Agency USA. As I reflect on my story, I’m reminded of the remarkable experiences that have shaped me into advertising executive I am today.
With over two decades in the advertising industry, my dedication to excellence has become synonymous with my name. I take immense pride in not one, but two Golden Effie awards and a prestigious Silver Cannes Lion award, standing as a testament to my commitment to crafting campaigns that resonate and endure.
Yet, I’ve never allowed success to breed complacency. Embracing the spirit of continuous growth, I recently embarked on a transformative journey at the Stanford Graduate School of Business. The Entrepreneurship Leadership Initiative Program empowered me with innovation and entrepreneurial skills, vital in navigating the dynamic landscape of advertising.
Beyond the boardrooms and creative pitches, my heart beats for the world of wine. A serendipitous encounter with Champagne during my late teens ignited a profound passion that has traversed continents and cultures. This passion has found a vibrant outlet on Instagram, where I engage with fellow enthusiasts and wineries under the moniker @Delicious_Journey_. This platform not only fuels my wine knowledge but also forms connections that enrich my understanding of the art.
A pivotal chapter began when I met my business partner, Luis Marques, Founder and Global CEO of M&A Creative Agency based in Europe, an exceptional award-winning European ad agency and we decided to join forces to launch a US division. M&A Creative USA specializes in the beverage industry, our collaboration was a perfect fusion of my passion for wine and my advertising prowess.
We opened offices in the U.S., spanning Napa Valley, New York, Los Angeles. The agency is headquartered in Portugal, in Lisbon and Aveiro, and we have offices in France as well, in Bordeaux, from each corner we’re revolutionizing wine marketing on a global scale. At M&A Creative Agency, I lead operations, overseeing all clients, and mapping growth strategies.
As I reflect on my journey, I’m immensely grateful for the experiences that have molded me into the advertising leader I am today. My story is one of passion, growth, and an unrelenting commitment to excellence. It’s an honor to share this narrative with you, and I’m excited to continue pushing boundaries and shaping the future of advertising and wine marketing.
As a female CEO, what strategies have you used to overcome gender-related challenges in your career journey?
Embracing the role of a female CEO has been both a privilege and a challenge, and the strategies I’ve employed to surmount gender-related obstacles have been instrumental in shaping my career journey. Through perseverance, innovation, and unwavering self-belief, I’ve navigated these challenges with determination.
One key strategy has been to cultivate a strong sense of self-confidence. In a landscape where gender biases sometimes linger, I’ve learned to trust my abilities and insights. By consistently showcasing my expertise and asserting my viewpoints, I’ve demonstrated that gender does not determine competence.
Connecting with like-minded individuals who champion diversity and equality has provided me with invaluable support and perspective. Engaging with mentors who have encountered similar challenges has armed me with strategies for navigating through complex situations.
Furthermore, I’ve embraced adaptability as a core strength. The business world is ever-evolving, and my willingness to embrace change has allowed me to stay agile in the face of adversity. Flexibility has not only enabled me to overcome gender-related hurdles but has also positioned me as a force for innovation within my organization.
Lastly, celebrating my successes and milestones has been a personal strategy to combat imposter syndrome. As a female CEO, it’s crucial to recognize and internalize achievements, reinforcing the fact that I belong in the leadership position I hold.
In essence, my journey as a female CEO has been about defying limitations, breaking stereotypes, and carving a path that future generations can follow without the same barriers. Through self-assuredness, strategic networking, adaptability, open dialogue, a commitment to diversity, and self-celebration, I’ve risen above gender-related challenges, embracing my role with pride, and forging ahead toward new horizons.
Can you highlight a significant achievement or turning point that played a pivotal role in your career trajectory?
I recount a pivotal juncture that carved a new path in my advertising career—a moment that stands as a testament to the fusion of determination, innovation, and seizing opportunities when they arise.
The scene was set at a high-stakes new business pitch presentation, I’ve done a dozens of them, this day the air buzzed with a blend of excitement and tension as I stood before a room filled with global auto industry veterans and decision-makers from Fiat who had just bought Daimler Chrysler. As I stood in the boardroom in the highrise of the Chysler building in Detroit, in a room full of automotive male executives, the tension was palpable.
The pitch was for a groundbreaking campaign that we had meticulously crafted, we had worked on it for weeks—a campaign that embodied the spirit of our agency and promised to redefine the way Chrysler engaged with their audience in the middle of a great recession in 2007.
As I stepped up to the podium, I felt a surge of confidence. The months of tireless research, brainstorming, and refining the concept were about to culminate in this pivotal presentation. With every slide that I clicked through, I could see the spark of interest in the eyes of the clients, including Fiat’s CEO. The narrative flowed seamlessly, capturing their attention and painting a vivid picture of the campaign’s potential impact.
But it wasn’t just the content that spoke volumes; it was the synergy among our team members that resonated. We had united our diverse strengths, perspectives, and skills to create something truly remarkable. The energy in the room was electric, and it was clear that our passion for the project was contagious.
The Q&A session that followed was a revelation. The clients’ inquiries delved beyond the surface, probing into the heart of our strategy, our creative choices, and our commitment to pushing boundaries. It was during this exchange that I realized the immense power of our collective effort. The campaign wasn’t merely a proposal; it was a testament to our ability to innovate and transform ideas into impactful solutions.
As the meeting concluded, the applause and accolades that echoed in the room were a validation of our hard work. That moment marked a turning point, a profound realization that our campaign had not only resonated but had ignited a spark of excitement that set it apart.
Reflecting back, I understand that the turning point wasn’t just about a single pitch—it was the culmination of years of dedication, lessons learned, and an unyielding belief in the power of creativity. It was a testament to the magic that happens when talented individuals collaborate seamlessly, pushing each other to achieve greatness.
As I navigate my advertising career that pivotal moment remains etched in my memory. It serves as a constant reminder that embracing challenges, believing in the strength of a united team, and harnessing the force of innovative ideas can shape not only campaigns but also entire trajectories. It’s a story of perseverance, creativity, and the realization that seizing a pivotal moment can lead to a legacy of transformation and success.
How do you foster a culture of innovation and continuous improvement within your company?
Fostering a culture of innovation and continuous improvement isn’t just a strategy—it’s a way of life. At M&A Creative, we’ve woven these principles into the very fabric of our operations, igniting a creative spark that fuels our every endeavor.
It all starts with a mindset—a shared belief that complacency has no place in an industry as dynamic as advertising. We encourage our team to embrace change, to challenge conventions, and to see every project as an opportunity for growth. It’s about cultivating a hunger for progress that propels us forward.
Transparency plays a pivotal role. We’ve dismantled the traditional hierarchy, creating an environment where ideas flow freely, regardless of one’s title. From interns to senior executives, everyone’s voice matters. This inclusivity not only fosters creativity but also empowers our team to take ownership of their contributions.
Innovation isn’t confined to brainstorming sessions; it’s woven into our daily operations. We allocate time for dedicated exploration—moments when team members can pursue passion projects or delve into emerging trends. These initiatives are the seeds of innovation, often sprouting into groundbreaking campaigns that push the boundaries of creativity.
Learning is a cornerstone of our culture. We’re committed to staying ahead of the curve, whether it’s adopting cutting-edge technologies or understanding the pulse of consumer behavior. Regular workshops, training sessions, and industry conferences are part of our routine. By staying informed, we arm ourselves with the tools needed to create campaigns that resonate.
Our agency isn’t just a workplace—it’s a dynamic ecosystem where innovation thrives. The culture of continuous improvement isn’t imposed from above; it’s embraced collectively.
As I reflect on our journey, I realize that fostering a culture of innovation and continuous improvement isn’t a destination; it’s an ongoing expedition. It’s about empowering our team to think beyond boundaries, to challenge norms, and to embrace every project as an opportunity to innovate. It’s a commitment to staying agile, staying curious, and always pushing the envelope of creativity.
Can you share an example of a difficult decision you had to make and the factors you considered before making it?
Before the world of advertising, I had another career—in the realm of Interior Design, a childhood dream. I devoted six years to this realm, weaving together luxury and creativity with clients like The Four Seasons Santa Barbara and St. Regis Princeville, Hawaii, even Hollywood’s luminaries.
Yet, amid all the success, a whisper of something unfulfilled lingered, an unfulfillment I couldn’t fill. The yearning for the corporate world emerged, and a profound decision loomed. To start anew in advertising, a domain unfamiliar, it would bear its cost—beginning from ground-zero once more, starting a new career. Amidst the scales of career continuity and personal happiness, interior design fell short, and so a leaped into the enigmatic landscape of advertising which had been calling me.
Once I made that decision, I never looked back, a new career unveiled, I went from working in boutique agencies to global giants, each step added layers of knowledge and mastery. A journey from supervisor to director, VP to EVP, culminating in Director of North America and the Caribbean for Mindshare in New York, which is part of the formidable WPP conglomerate of global agencies and at that time #1 worldwide. Leading at the helm of renowned brands such as American Express, Kimberly Clark, and Sprint, and successfully leading diverse teams spanning North America and the Caribbean.
Then, a return to Los Angeles marked a pivotal turn. The birth of my marketing and communications consulting venture, a space that incubated growth.
Yet, destiny had another script in mind. An encounter with Luis Marques, the visionary behind M&A Creative Agency, rewrote the tale.
In our partnership, I found my stride, a home for my expertise as the CEO for North and South America. The trajectory bends in unforeseen ways, and as I reflect, it’s evident that the heart always knows its path. From a childhood dream to scaling the summits of design and advertising, the journey continues with new stories to unfold.
