Alma Berruecos
According to Alma Berruecos, being the Head of Business Insights at Founders is a perfect opportunity to bring to life a multi-dimensional strategy that integrates data, social sciences, consumer behavior and innovative processes. “Creating business solutions based on an integrated strategy not only opens the way to more intelligent and agile decisions for our projects,” she says, “but also generates long-term value for businesses.” Despite the fact that in the last few years, tactical media deployment, insights and diverse channels have created a new world of value for brands, she recalls that this is above all about people: “It is essential to find in the information we collect the way to recognize and put these deeply human truths and wishes to the test – truths that as individuals we often do not fully understand where they come from, and which many times we cannot even put into words until somehow, somewhere we see them represented.” The greatest challenge and the greatest strength in this endeavor are cross-disciplinary teams. “We have reached a point of specialization that pushes us to work in silos, but at the same time this limits our creative capability,” Berruecos says. “Here is precisely where I feel the magic point is. As we say many times in the agency, ‘I don’t know what I don’t know.’ That is where the most discomfort lies: in exploring the integration of disciplines.” According to Berruecos, strategy is a live discipline. “Just as there is more than one possible solution for our projects, so there are multiple ways to find it,” she says, because gone are the days when the goal was finding a solution that would remain immovable till the end of time. “Today, we need to originate value in the construction and evolution of businesses and brands by finding a truly different spirit in the goods and services offered.” The challenge, she says, is finding that immutable and original essence while maintaining the ability to evolve.
