Ana MARIN

VP, Digital Integration & Innovation | MCCANN

Creative strategist with more than 12 years of experience in digital marketing, and a lifetime in social networks. She began her career at a production company, to later lead the social media department in Havas working for clients such as Snickers, Sony TV, GNP, Peugeot and TV Azteca. She spent some time as an associate creative director at La Doble Vida, producing traditional media campaigns, and in 2012 she joined McCANN as a planner, where a year later she would lead the owned media team for Chevrolet, winning the agency's first digital awards. She currently leads the social media directors in Latin America, collaborates with all of McCann business units, developing full funnel campaigns and digital solutions regionally. And her work has been recognized with more  than 50 awards at festivals such as Effies, Círculo Creativo, IAB, El Ojo de Iberoamérica, Eagle Awards and the Ibero-American Festival of Social Media, as well as IPG awards for the development of digital training programs.

questionnaire

What was your very first job? 
My first role in the industry was a copywriter, junior assistant director and account executive. It was a very small production company where everyone wore a lot of hats. But, my very very first job, was as a waitress while studying communications and journalism.

 

Please describe, in your own words, what your job is and what work it entails.
I brainstorm creative ideas and solutions for the digital landscape. Research and advise about behaviors, platforms and trends that will help brands connect with their consumers, I learn about ways of working and brands from all around the region and sometimes the whole world, and I solve problems while having a lot of fun.

 

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you where you are today?
I always wanted to be a writer and when I found out about creatives and what they did, I knew it right. I love the fast paced environment as much as I hate routine.

 

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
Consuming content. (all of it, a new social platform? I’m on it. A TT about a tv series? Let’s watch the first episode to learn what all the fuzz is about. Is there a new installation, play or movie? I try to watch it)
Studying. And meeting people.

 

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry "success," what would it be?
That’s so hard.
We produced a backpack with all of Chevrolet’s technology that was a good challenge. But, I think I’d say participating in Facebook’s data meets diversity where we proved that representation is good for business. (with a truck commercial with a female talent on it). That’s a first for the country that had great results.
Here’s my behance

https://www.behance.net/anamarindc

 

Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)
Social of course, but also experiential because real world is still the raw material for online narratives. And maybe production now that it has democratized.

jury

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ACD | FCB Chicago
EVP, Executive C.D. | GEOMETRY GLOBAL
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Head of Production | LINKEDIN CREATIVE STUDIO
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Head of Creative Services | WALT DISNEY
Assoc. Dir, Strategic Partnerships | WALMART
Executive Producer | GENERAL MILLS
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Head of Brand & Creative | DOMINO MAGAZINE
Founding Partner | HUMDINGER & SONS
CCO | BURRELL COMMUNICATIONS
Creative Director | GAP
Creative Director | MSMEYAGI CREATIVE
VP of Creative, ECD | BLUESTEM BRANDS
Dir, Production Services | THE MARKETING STORE
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