Rosa Maria GARDEA

Marketing Director | DESIGN HUNTER

 

 Rosa Maria Gardea is an independent Marketing Consultant and works as Marketing Director at Design Hunter Mexico Magazine, she was the marketing strategist behind the launching of this new publication in 2018, and oversees the special project development and execution of strategic alliances and experiences. 

Prior to this, she worked for almost 8 years as Marketing Director at Condé Nast Mexico and Latin America. Head of Advertising, Editorial and Digital Marketing for the brands that the company publishes in the region, through multiple platforms: Architectural Digest (AD), Glamour, GQ, Vanity Fair and Vogue. 

Before joining the publishing house, Rosa Maria developed an extensive advertising background with 17 years of experience in Planning, Client Services and Business Management for many of the industry’s leading agencies such as Leo Burnett, Publicis, Grey Worldwide, Wunderman, DDB and JWT. 

Throughout her career, she has been involved with strategic planning and communication for more than 50 brands in multiple categories; both in Mexico and in Latin America. Amongst client brands she worked for, some notable ones are Corona Beer, Johnnie Walker, PlayStation, Nestlé, Gerber and Ford Motor Company. 

Gardea’s strategic efforts have contributed to achieving numerous nominations and awards, including Effie, Cannes, New York Festival, SASSI, and Circulo Creativo Awards. Rosa Maria has always enjoyed working side by side with world-class creative teams. 

A graduate in Communication from the Universidad Iberoamericana, she is a passionate believer in the power of brands and devoted about strategic planning. Today, she believes that what best defines her spirit is to be a "Brand Guardian" and a strict connoisseur that even the most minimal action around them is crucial to strengthening their value. She currently resides in Mexico City with her son. 

questionnaire

1.) What was your very first job?

I started my career in Leo Burnett Mexico as an Account assistant; and I spent 7 years in this agency until I become an Account Director. Leo Burnett was the best school I could have, Leo’s tools and philosophy marked my career and way of thinking. There I had the pleasure to work side by side with many of the most talented creatives of this industry.

2.) Please describe, in your own words, what your job is and what work it entails.

I would say that my job is to make tangible the intangible, ask the right questions to get the right answers in order to generate differentiated and innovative strategies and actions that will help brands achieve the goals they pursue.

Also, in some way, it is to do what I call "the singing of mermaids" (like the mermaids did to attract the sailors in Homer's Odyssey), to sell ideas in such a persuasive way, that customers fall in love and feel attracted to make them real, because they can visualize those ideas as the perfect way to achieve their goals.

3.) 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? What was there train of events that brought you to where you are today?

Since I was a child my passion for creativity was clear, I have always had a great imagination. However, when I started the university, it was to be a journalist. In the 4th semester of the college, during a summer job in a small advertising agency, I discovered my passion for brands, advertising and the generation of creative and communication strategies, at that time, I decided to switch to advertising. After 17 years, I decided to turn my career to Marketing, and it was the best decision, nowadays I enjoy to have the accountability to be the decision maker of the brands I handle.

4.) In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

I'm always learning, from everything that happens, from everything that surrounds me, I nourish my head by being very observant, listening to people of all ages; I also spend time watching the trends in social networks; I'm constantly looking at how people react to the brand’s communication. I like put myself in “the shoes” of the consumers of the brands I work for and I like to create memorable stories to tell about their products.

5.) If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?

For the 10th anniversary of GQ Mexico, I managed to generate an unprecedented alliance: achieved that the International Biennial of the Poster in Mexico accepted, for the first time in its history of almost 30 years, that a category devoted to a brand be opened, thus the call was launched to generate poster designs commemorating the 10 years of GQ in Mexico. The result was spectacular, more than 150 works from 13 countries were registered, the 50 finalist poster were part of the exhibition at the 14th edition of the International Biennial, held at the famous Franz Mayer Museum in Mexico City.

6.) Which creative disciplines do you commission most, and are most interested in seeing more of and why? (ie photo, film, social, experiential, vr, etc)

Photo, Art Direction, video, experiential.

jury

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