From the 2nd largest advertiser in Mexico to a PhD in baseball, no halfway solutions
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When I met Carlos, he was Marketing Director of Colgate-Palmolive in Mexico. At the time, Colgate was the second largest advertiser in the country with at least 35 brands continuously on air. Today, he is commercial director of a baseball team in Mexico and is a PhD candidate studying fan engagement in baseball. There’s much more to Carlos’ story including how they built Aceite Capullo and sold it.
Decisive Moment – Surprisingly enough, late in life, after years at Colgate’s Global Headquarters in NY and managing the fabric care business in Europe, he was in Mexico for what was supposed to be a transitional period. He was given an option, so he took a great early retirement package and went on to create Aceite Capullo. A huge pivot.
What changed that he would have never imagined? The total fragmentation of everything: audiences, media, companies…
How did you cope? First, adapting to fragmentation. Second, moving from rather blunt segmentation to statistical understanding of the buyer’s personas. Third, creating complex research models that need large statistical software to process. In short: meeting fragmentation with complex understanding.
Words to a CEO or CMO? We have the know-how, the experience, maturity to understand these changes, the adaptability, the resilience to adapt to the different conditions that you face in today's market and the years to come.
But also the knowhow, and willingness to share. The willingness to share. That's a difference that I have found.
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