One Take with Alfredo Pedroso

👉 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 – Got fired by 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 in for a decade.

👉 Biggest change in the industry – the dot.com explosion. I think for me, 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 all of a sudden 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 of the traditional types of advertising that agencies had been so focused on.

👉 What he did – My response, first, was honestly a recognition that we (sellers) have no power. Sellers lost, especially with the advent of programmatic and AdWords. Second, agencies changed from traditional buying models to programmatic, meaning, buying audiences but not knowing where the ads run. 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.