Gustavo Martinez has seen the marketing and advertising industry evolve in 35 years, serving a lot of high-end marketing organizations.
He served on executive positions in marketing firms such as the J. Walter Thompson Worldwide, McCann Worldgroup, Olgilvy, and Mather. He also worked at Henkel and Price Waterhouse. On his interview at Interview.net, Martinez answered important questions about his career.
According to Gustavo Matinez, when it comes to the marketing and advertising industry, it is a good practice to only get the best in the industry, be it established people or geniuses from a new batch of college graduates.
Because the industry is always changing and is always approaching different trends, fresh ideas from different people with different backgrounds are always welcome. People in the industry is also expected to have an endless imagination because raw creativity is what drives marketing.
In this modern era where startups are opening from left to right, 90% of these fail in three years. Gustavo Martinez stated that the product itself is the advertising and vice versa. Helping their clients in things like user experience is done by Martinez and his team to reverse the 90% to at least 10% through what he calls the total-marketing-strategy optimization.
Gustavo Martinez also talks about his usual day to day habit. According to him, he is a workaholic, typically waking up at 7 AM. He works from 9 Am to 7 PM or 9 PM when needed.
He also shared his insight into motivation. Praising someone for a work well done is a good way to motivate employees. However, for Martinez, the greatest motivation is to put a person into the job that he will enjoy the most.
Unlike many other professionals in his industry, Gustavo Martinez thinks that there are a lot of marketing opportunities when it comes IoT or Internet of Things.
Martinez stated that human behavior can be used to predict the product that humans are likely to buy through the usage of IoT. Although a lot of people in the marketing and advertising industry disregard the IoT, Martinez thinks that this technology is a powerful factor that would be shaping up the future of advertising.
When asked about something that is true but no one else agrees with him, he answered that giving a charity is the most fitting example. According to Gustavo Martines, giving donations and stuff just to make a name good is not really charity, but a really expensive advertisement.
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