CEO Monthly Issue 2 2018

10 CEO MONTHLY / ISSUE 2 2018 , PublicisMedia is themedia solutionshubofPublicisGroupe.We spoke toCEOof theMexicangroup PublicisMediaMexico,MartaRuiz-Cuevas, asweaimtofindout the secretsbehindher success. Cultivating a Powerful Platform Through Leadership Publicis Media is the media solutions hub of Publicis Groupe, and is home to leading world-class media agencies such as Starcom, Zenith, Spark Foundry, Blue 449 and Performics. Plus, there are a range of centralised global practices that focus on everything from analytics to business transformation to content. Marta provides us with an overview of the company and the markets that it usually operates in, talking about how the benefits and different environment within Mexico. “In keeping with Publicis Groupe’s ‘Power of One’ model, Publicis Media Mexico provides a seamless and flexible way for our clients to get the best media services available. They specifically benefit from the scale and clout we hold collectively in the marketplace; the range of services we provide; the centralised, data-driven practice specialties that help power some of our best work; and broader access to the best solutions from across Publicis Groupe. In Mexico, Publicis Media is currently the number one media group in the market. “Mexico is a very dynamic market full of contrasts and challenges from a communication perspective. It is a market with a lot of influence from the U.S., being a reference for us in terms of innovation and thought leadership. The technology adoption is different compared to Europe and the U.S. There is a very rapid adoption of technology by Mexicans in general, especially among the emerging and younger targets. “More mature markets such as the U.S would relate to a ‘Mobile first approach’, while Mexico stands as a ‘Mobile only’ market. An important segment of the Mexican population never owned a PC or laptop and became connected though smartphones, enabling marketers with many new opportunities. On the other side, we currently face Data challenges due to the lack of data sources compared to other markets. Our main goal is to provide our clients with data richness in a data poor marketplace.” Describing her role as CEO, Marta outlines her leadership style, and discusses what methods she utilisies in order to get the best out of her staff. As CEO, Marta always has one eye on the future, and it is her objective to develop and train staff to enable them to deliver the best service possible. “As CEO of Publicis Media Mexico, I am responsible for cultivating a powerful platform for which our agency brands can flourish. In addition, I drive operations and transformation across the business through our Data, Technology and Innovation practice. Together, with our global agency brand and practice teams, we are continuously looking for ways to innovate, refine and deliver on our clients’ business objectives. “Throughout my role, my greatest responsibility will be delivering on Publicis Media’s three pillars of Talent, Trust and Transformation, as well as continuing to shape and differentiate the agency of the future and this is what I would like the people in my team to focus on. I have always surrounded myself with a team of people that complemented each other, people with a variety of skills that made the team bigger and better than the sum of each one of us individually. Motivation and a participative mind-set get the best of each individual. If you want your team to believe in the project, you have to truly believe in it first; and if you are passionate about it, the team will embrace it 100%.” In order to develop others, and lead a firm full of motivated and passionate employees, Marta must be able to lead by example, and she explains what attributes she possesses that have helped, 1801CE04 and continue to help, shape her success as CEO. She talks about the importance of surrounding herself with good people and being dedicated to delivering the best service. “Firstly, I would say that it is the combination of several things. Be surrounded of good talent is one of the most important, determination, enthusiasm and the firm belief that with hard work we can achieve our goals. “Another key pillar is listen to our clients, understand their needs and breathe their brands. We want to be part of their business and be aligned with their goals. Thanks to data, that is indispensable in communication nowadays, we can have a real approach to precision marketing, giving every time recommendations more ad hoc. Finally, I would say, that I put my heart in everything I do. I think it´s key to love what one does and make things happen.” Within the company, staff adhere to three significant pillars which help them to provide quality services. Marta alludes to these values when discussing the internal culture within Publicis Media Mexico, touching on the importance of trust, talent and transformation.