Rosa Pumar is the Managing Director of Imaxe, an agency specialising in “brand building” works for big brands such as: Inditex (Zara as the leading brand), Estrella Galicia, Unicla, Gas Natural, Cabreiroá and Origen España. An endless list of loyal clients and long business relationships run by a fantastic manager. Zink has had the pleasure of collaborating with Rosa and her team on various marketing projects, where she showed endless enthusiasm, passion and professionalism.
1. What do you think about digital marketing and how it will change in the future?
Marketing is evolving and I would highlight one fact: we are one of the most informed generations in the history of mankind. We have so many communication channels, it is becoming increasingly complex to connect with a consumer who, quite frankly, is often “over-informed”.
With the fragmentation of media and channels, it is increasingly difficult to stand out. Brand communication means finding a way to entertain. Brands have to empathise and get to know their customers in order to generate content and entertainment that really has value for both the brand and the consumer. From street marketing to creating a series or a documentary. Any type of content that is relevant. The role of the agency in some ways remains the same as it was years ago. We have to generate ideas that connect. The ‘how’ has changed abysmally, but the ‘what’ has not.
2. Throughout your career, what challenges have you faced as a woman?
I have always had to prove myself and I would dare say that I have had to excel in every professional role. I’ll tell you a story: When I started out as a professional in this sector, I was in charge of Market Research for a large agency. I was asked to support the accounts department, which had stagnated in recruitment. I picked up the phone, to make a cold call, and managed to get a meeting with Donuts Galicia. I had a very productive meeting and won the client who hired us to create a fantastic campaign. When I went back to the agency and told them how successful my meeting was, the first comment they made was “who did you know?”. I would have expected a congratulations, or an acknowledgement of a job well done, but the first comment I received was not at all. I must confess that I have experienced that pattern on more than one occasion in my professional career, but it has not been a problem for me either. I have learnt to overcome it.
3. What advice would you give to a young woman aspiring to a brilliant career like yours?
Stay passionate and don’t give up when you find obstacles. If you are passionate about what you do and work hard, you will find a way to overcome any difficulties.
4. Do you think it is important for women in the workplace to support/mentor each other? Any ideas to share?
I think it is basic and not only among women. We are facing a collaborative future and success will always be achieved with teamwork. You are not going to make it on your own.
I believe in empowerment and I think that women have historically or culturally believed less in their capacity. In terms of ideas, any project that goes along the lines of creating collaborative spaces that facilitate the exchange and empowerment of skills is good. Bringing together people who believe in the same thing, and they can be both women and men. I have met both women and men with whom I have collaborated and we have supported each other. It is something I am satisfied with and would recommend to any professional in our sector.
