Helping creators monetize their passion
Sharpened judgment tempered by age - Click on the picture to watch the video
👉 The Scoop – Alfredo has worked for some of the most mythical agencies in the US Hispanic Market: Sanchez & Levitan, Ana Maria Fernandez Haar’s IAC, Al Garcia-Serra’s GS&B… and it was a true learning process. Today, Alfredo has developed a fantastic niche helping YouTube creators monetize their art.
👉 Decisive Moment #1 – Got fired by Ana Maria Fernandez Haar’s after a “contentious” phone call. Used that setback to realize he was “the wrong person at the wrong time” and worked at self-improvement. Alfredo refocused on media sales in Latin America, an area where he worked for a decade.
👉 Unexpected change or event – The dot.com explosion. The biggest change was right at the end of my time at Y&R around 2001. Our focus on the agency side had been about how we can build and create websites almost as a creative project. Then suddenly you started to understand that it was all about advertising. It was very much this dramatic shift in our business. The industry started moving very quickly away from all the traditional types of advertising that agencies had been so focused on.
👉 What did he do? – First, recognized that sellers have no power, especially with the advent of programmatic and AdWords. Second, saw that agencies changed from traditional buying models to programmatic buying. “How I responded was to say “I need to get out of the media-selling business”.
His mental shift with Creators Trust Studios was to help creators optimize their metadata to sell more.
👉 About older workers – “Judgement is a skill that can’t be sharpened without experience”. Gray hair is a product of exercising judgement.
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