Raval: Giménez’ Strategic, Cultural Ads
- MEXICO CITY (AP) — Brothers Guillermo and Alberto "Berty" Giménez and Brotons have launched Raval, an self-reliant advertising agency in Mexico.
- the Mexican advertising landscape, like much of the world, is undergoing meaningful change.
- Guillermo Giménez, formerly an executive with Coca-Cola and Unilever, said he felt the need to create an agency that addresses the core business challenges of brands. "After more...
Raval Agency Launches in Mexico, Prioritizing Strategy and Cultural connection
Table of Contents
- Raval Agency Launches in Mexico, Prioritizing Strategy and Cultural connection
- Addressing Industry Transformations
- A Vision for Deeper Engagement
- The Raval Model: Adaptability and Global Reach
- Connecting with the mexican Consumer
- A Critical View of Artificial Intelligence
- The Artistic and Emotional Component
- Meeting the Demand for Specialized Teams
- Addressing Key Industry Questions
- Raval Agency: Reinventing Advertising in Mexico – Your Questions Answered
- What is Raval Agency?
- What makes Raval different from other advertising agencies?
- What is Raval’s vision for deeper engagement with consumers?
- Where does the name “Raval” come from, and why was it chosen?
- Where does Raval operate, and what is its structure?
- How does Raval address the role of technology, including artificial intelligence?
- What specific services does raval offer?
- Who are the key figures behind Raval Agency?
- What is the current state of the Mexican advertising market?
- What are some of the challenges Raval addresses in the Mexican market?
- What kind of clients does Raval serve?
- What is Raval’s approach to specialized teams?
- Here’s a summary of Raval agency’s key features:
MEXICO CITY (AP) — Brothers Guillermo and Alberto “Berty” Giménez and Brotons have launched Raval, an self-reliant advertising agency in Mexico. The agency aims to provide a fresh viewpoint in a rapidly evolving market, emphasizing strategic depth and cultural relevance.
Addressing Industry Transformations
the Mexican advertising landscape, like much of the world, is undergoing meaningful change. Technology, audience fragmentation, and the search for authentic consumer engagement are driving the need for innovative approaches. Raval hopes to capitalize on this shift with its alternative model.
A Vision for Deeper Engagement
Guillermo Giménez, formerly an executive with Coca-Cola and Unilever, said he felt the need to create an agency that addresses the core business challenges of brands. “After more than 30 years in the corporate world,I felt that it was time to build something with a different approach,closer to the real problems of brands,” he said.
He believes many agencies focus to heavily on aesthetics and creative execution without fully understanding the underlying business strategy. “We understood that we could contribute deeper thought from the strategy,without staying alone on the surface,” Giménez said.
The Raval Model: Adaptability and Global Reach
Named after a multicultural and unconventional neighborhood in Barcelona, Raval operates as a flexible creative hub. It combines consulting, creative execution, and production capabilities. The agency does not have a fixed headquarters, instead drawing talent from Mexico, Argentina, Spain, and the United States.
This structure, according to Guillermo Giménez, allows for greater agility in responding to the ever-changing demands of the advertising industry.
Connecting with the mexican Consumer
Raval aims to build consistent brand narratives that resonate with mexican consumers. Guillermo Giménez said brands often disconnect by changing their message frequently. “Many times the brands disconnect from the consumer because they change their message every three months. We believe in building a consistent and continuous narrative over time,” he said.
This narrative extends beyond traditional campaigns to encompass brand planning, immersive experiences, transmedia strategies, and the use of data and artificial intelligence to strengthen audience connections.
A Critical View of Artificial Intelligence
While embracing technology, Raval takes a measured approach to artificial intelligence. Guillermo Giménez believes that “Artificial intelligence replicates the past: it serves to visualize and execute, but true creativity remains human.” He emphasizes collaboration with cultural communities and influencers, a notably vital perspective in Mexico, where social and cultural dynamics require nuanced understanding.
The Artistic and Emotional Component
Alberto “Berty” Giménez brings an artistic and emotional dimension to the agency. With experience at Publicis Groupe and collaborations with brands like Levi’s and Mercedes Benz, he focuses on sensory activations and experiential projects.
“We always complement ourselves,” Berty Giménez said. ”Guillermo has a very sharp strategic mind; I come from the most creative and experiential side.Raval is, in essence, the fusion of our two visions of marketing.”
Meeting the Demand for Specialized Teams
Raval’s model caters to the growing demand among Mexican brands for smaller,specialized teams with direct partner involvement.”Today there is a fatigue with heavy structures. brands seek to work with people who really understand their business and not with layers and layers of intermediaries,” Berty Giménez said.
Raval currently works with brands in the United States and Argentina and is in discussions with companies in Mexico. The Giménez brothers emphasize their focus on long-term solutions rather than short-term campaigns. “We do not sell campaigns, we build long -term solutions,” Guillermo Giménez said.
Addressing Key Industry Questions
In Mexico’s competitive market, Raval’s approach seeks to address key questions facing the advertising industry: building brands with purpose, fostering meaningful connections, and leveraging technology while maintaining a human touch.
Raval Agency: Reinventing Advertising in Mexico – Your Questions Answered
What is Raval Agency?
Raval is a new, self-reliant advertising agency launched in Mexico by brothers Guillermo and Alberto “Berty” Giménez and Brotons. The agency aims to bring a fresh perspective to the Mexican advertising market, focusing on strategic depth and connecting with the local culture.
What makes Raval different from other advertising agencies?
Raval distinguishes itself through a few key aspects:
Strategic Focus: The agency prioritizes understanding the core buisness challenges of brands, moving beyond just aesthetics and creative execution
Cultural Relevance: Raval emphasizes the importance of building brand narratives that deeply resonate with Mexican consumers.
Flexible Model: Operating as a creative hub with talent from various locations (Mexico, Argentina, Spain, and the United States) allows for agility and adaptability.
Long-Term vision: Raval focuses on building long-term solutions for brands, rather than short-term campaigns.
What is Raval’s vision for deeper engagement with consumers?
Raval aims to create strong consumer connections by:
Building consistent brand narratives: They believe in the power of a continuous and consistent message, rather than frequent changes.
utilizing different strategies: Raval extends beyond traditional campaigns, incorporating brand planning, immersive experiences, transmedia strategies, and data/AI to strengthen audience connections.
Where does the name “Raval” come from, and why was it chosen?
The name “Raval” comes from a multicultural and unconventional neighborhood in Barcelona. This unconventional neighborhood, is meant to reflect the agency’s flexible and innovative approach to advertising.
Where does Raval operate, and what is its structure?
Raval doesn’t have a fixed headquarters. instead,it operates as a flexible,creative hub. It draws talent from various locations, including Mexico, Argentina, Spain, and the United States. This model enables greater adaptability to the ever-changing demands of the advertising industry.
How does Raval address the role of technology, including artificial intelligence?
While Raval embraces technology, it takes a measured approach to artificial intelligence (AI). In the words of Guillermo Giménez, “Artificial intelligence replicates the past: it serves to visualize and execute, but true creativity remains human.” They emphasize collaboration with cultural communities and influencers.
What specific services does raval offer?
Raval’s model combines consulting, creative execution, and production capabilities. They provide a thorough suite of services that address various marketing needs.
Who are the key figures behind Raval Agency?
The agency is led by:
Guillermo Giménez: He has a strategic mind and previously held executive positions at Coca-Cola and Unilever.
Alberto “Berty” Giménez: Bringing an artistic and emotional dimension to the agency, he has experience with Publicis Groupe and collaborations with brands like Levi’s and Mercedes Benz, and focuses on sensory activations and experiential projects.
What is the current state of the Mexican advertising market?
The Mexican advertising landscape is undergoing meaningful transformations, driven by:
Technology
Audience fragmentation
The search for authentic consumer engagement
Raval aims to capitalize on these shifts with its option approach.
What are some of the challenges Raval addresses in the Mexican market?
Raval addresses key questions facing the advertising industry in Mexico, including:
Building brands with a clear purpose.
Fostering genuine and meaningful connections with consumers.
Strategically leveraging technology while maintaining a human touch.
What kind of clients does Raval serve?
Raval currently works with brands in the United States and Argentina. They are also in discussions with companies in Mexico.
What is Raval’s approach to specialized teams?
Raval caters to the growing demand for smaller, specialized teams directly involved with their clients. This approach is meant to counter the “fatigue” brands feel with overly complex agency structures.
Here’s a summary of Raval agency’s key features:
| Feature | Description |
| ——————– | ——————————————————————————————————————————————- |
| Focus | Strategic depth and cultural relevance |
| Approach | Flexible creative hub,adaptable and drawing talent from diverse locations. |
| key People | Guillermo Giménez (strategic), Alberto “Berty” Giménez (creative/experiential) |
| Target Audience | Brands seeking long-term solutions and authentic connection with Mexican consumers, and a more engaged customer experience. |
| Services | Consulting, creative execution, production, brand planning, immersive experiences, transmedia strategies, data/AI utilization. |
| Technology View | Measured approach: embracing technology while prioritizing human creativity. |