Born in Venezuela, Andrea Diquez moved to New York City with a passion for theater. A few months later, she was in the throws at one of the largest and most successful Advertising Agencies in the world. Twenty-five years and numerous big accounts later – including Tide, Coca-Cola, and Toyota – she runs the company. She continues to lead with passion, optimism and positivity, and a contagious desire to do great work. 

On this Episode of The Besomebody Podcast:

8:31 Brands speaking up. “Sixty-eight percent of consumers say that they find it helpful when companies or brands are addressing coronavirus in advertising. Sixty-two percent of consumers say that when companies or brands are addressing the current crisis, that means that the brands have the consumers’ best interests at heart. Even though it’s a time when people, brands, leaders, marketing directors, and CEOs are a little nervous about taking these courageous and bold steps with their marketing and advertising, the data tells us that’s what people want. That’s what consumers want to see, what they expect. In a lot of ways, not saying something right now says more about you as a brand and a company than anything else.” -KS

17:58 Passion for the client’s brand. “You have to love the brand that you’re working on. I’m not going to come up with stuff that is going to destroy the brand or kill the brand. I’m actually on the same page as the client – when I work on a brand, I give it my all, as if it was mine. I really take care of it, and I get the team to take care of it and love it. Regardless of the brand. With all the brands that I’ve worked on, some are more difficult than others, but if you love it and you nurture it, then good stuff happens. Sometimes it takes two, three, four years, but it happens…I love the brands I work on and I really dedicate time to being part of the work.” -AD

29:46 Andrea on being herself. “I’ve never not been myself. My bosses have always been okay with that…I love that all my bosses have let me be who I am. Sometimes they’re a little scared, I think, but they’ve let me be who I am and that’s great. That’s why I’ve been successful. People ask me, ‘Was it hard being Venezuelan and getting to where you are?’ No – I’m here because I’m Venezuelan. I’m different. And people embrace those differences, and they were okay with it. They figured that by adding me to the mix things would become even better. I was very lucky with all my bosses, I still am.” -AD

32:19 Adding value to the client. “The last thing I wanted to be at our sister company, BSB Group International, is a “Yes sir, no sir” agency. I don’t want to just be executing what the client says to do. I always want to be able to have a point of view, have our personal passion, and expertise. I want to be able to say, as embedded strategic business partners, ‘Here’s what we recommend and why we believe in it so much.’ That’s something that I learned from you and from the Saatchi team.” – KS

38:34 Maintaining consistency with change. “When clients change, the first thing I do is try to understand a little bit what the client is – who the person is, where they come from, what they’re used to seeing. If it’s another company, it’s another company, if it’s the same company in another country or with another brand, I try to really understand a little bit of the background and understand where they’re coming from and what their forte is. That’s how we start our relationship in an orientation on what we do. It’s focused on what that person’s strength is. Or, I’m never scared of saying, ‘I don’t know too much about this, but this is a challenge we had and here’s how your people helped us.’ And always demonstrating that we love the brand, we know the brand, and we share the passion for growing the brand. And we’re there to build it with them.” -AD

44:08 The Triple Win. “For us, we always believe in the triple win: it’s a win for the customer, meaning it’s adding value to the customer; it’s a win for the business, meaning it’s driving revenue or profit; and it’s a win for the client, and for that in the corporate world it actually means that they’re ascending, that they’re getting promoted and getting recognized. Some folks on my team were like, ‘Well that means that we’re going to lose some of those clients that we have great relationships with.’ But that’s what we want – as long as we’re losing them because they’re going up and they’re ascending, whether it’s at that company or somewhere else, then we did something right and we’re on the right side of it. Then our challenge is to do that again with the next crop that comes in.” -KS

1:21:33 Kash’s One Big Thing. “You can’t talk about it unless you’re about it behind your own closed doors, inside your own company. A lot of brands are coming to the forefront right now saying, ‘We want to take a stance, we have an opinion, we want to join the conversation of what’s happening today in our society and our culture.’ There are so many issues that have been pushed to the forefront. But you can’t talk about it in a credible or authentic way if you haven’t addressed it within your own household, family, or company. You can’t talk about diversity if you don’t have a leadership team that’s diverse or if you don’t have a marketing strategy that connects with multiple cultures and multiple types of people. That’s so important. Before we talk about what we can do and how we can evolve our communications externally, we need to take this as an opportunity to look at ourselves and reevaluate how we’ve been running our companies, businesses, households, and families. That’s the opportunity we have today – use all the issues, conflict, and conversation that’s in front of us as a mirror to look at ourselves, what we control, and the fingerprints that we leave on everything we touch. And make sure that we feel great about that impact before we decide how we’re going to market ourselves. That call to action of authenticity and realness is so important.” -KS

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One comment on “Episode 13: Creativity Will Never Die – Andrea Diquez, CEO of Saatchi & Saatchi NY, Talks Global Growth, Working With Big Companies, and What’s Got Her Very Angry

  1. Hello Kash,
    This was a sudden delight to hear this podcast and Andrea your simplicity and creativity was truly admired, thank you guys for being you. Have written something for you at https://bit.ly/2UXrr0V

    Thank U 🙂