One Take with Ramiro Sosa

👉 The Scoop – After decades of working in ad agencies, selling media and working with advertisers, Ramiro harnesses all these learnings, focuses on the power of branding to differentiate and drive sales, and helps startups grow.

👉 Decisive Moment #1 – Ramiro listened to a friend. While working at an ad agency, Ramiro got an offer to run marketing in Latin America for Sony. He was “thinking about it” when a friend convinced him it was a fantastic opportunity. Ramiro took it.

👉 Unexpected change or event – Advertising, and to some extent, marketing went from creative-led to data-led. And when everyone is exposed to the same research, the results are commoditized.

👉 What did he do? – Doubled down on research to truly understand what drives the users of a brand and dove deeply into segmentation.

👉 About older workers – Wisdom. After living through many experiences and cycles, you emerge with wisdom, knowing how things work. This brings value to my decision-making. Older workers also are better at coaching younger ones and add value to the organization.