Generated by All in One SEO Pro v4.9.10, this is an llms-full.txt file, used by LLMs to index the site. # Sasha The Mensch Executive Search & Strategic Growth ## Posts ### [Insights](https://sashathemensch.com/insights/) **Published:** May 5, 2026 **Author:** nativaweb **Content:** # Insights [Editorial,](https://sashathemensch.com/editorial/)[Press](https://sashathemensch.com/press/) [ ![Petri dish with purple liquid and bubbles forming a dollar sign.](https://sashathemensch.com/wp-content/uploads/2026/08/soda-revenue-digiday-1024x576.webp) ## Brand marketers are adopting fan-first social media strategies For soft-drink brand Poppi, fans come before consumers. The Pepsico-owned brand has bottled up an innovative approach to social media that’s beginning to be picked up by the marketers behind the industry’s largest brands, but it carries risks, too. August 18, 2026 1 min read Source:Digiday ](https://sashathemensch.com/brand-marketers-are-adopting-fan-first-social-media-strategies/) [ ![Smiling man with short dark hair and glasses, wearing a black jacket over a white T-shirt, facing the camera (black-and-white photo).](https://sashathemensch.com/wp-content/uploads/2026/08/Web-Francesco-Grandi.png) ## Francesco Grandi, Chief Creative Officer at LePub London What is the very best career advice you’ve ever received? It was something I heard Chuck Palahniuk (Fight Club author) say in an interview. “Don’t stop until the glass breaks.” Basically, don’t stop your idea from reaching the edge of madness. You have to go too far to know where the line is. We stop too soon because of the pressure, fear and endless voices in the room. But the moment right before an idea feels “too much” is usually the moment it becomes good. Pull back too early and you’ll never know what you left on the table. The… August 13, 2026 4 min read ](https://sashathemensch.com/francesco-grandi-chief-creative-officer-at-lepub-london/) [ ![Portrait of a smiling Black woman with long dreadlocks, oversized black glasses, hoop earrings, and a gray sweater.](https://sashathemensch.com/wp-content/uploads/2026/07/Web-sasha-the-mensch-Angela-Williams.png) ## Angela Williams, SVP, Group Creative Director at Fifth Element If you could attribute one other person or life event to your success, who or what would it be?Besides my mother, I would say it was my high school ROTC instructor, Sergeant Mitchell.One afternoon he asked our unit a simple question: “What is leadership?” One eager cadet shot his hand up and said, “Getting people to do what you want them to do.” Sergeant Mitchell replied. “That’s only half right.” He said, “Leadership is getting people to do what you want them to do because they want to do it. And the ‘because they want to do it’ part? That’s… July 30, 2026 5 min read ](https://sashathemensch.com/angela-williams-svp-group-creative-director-at-fifth-element/) [ ![Head-and-shoulders portrait of a smiling woman with dark, curly hair and a light streak, wearing a black turtleneck against a neutral gray background.](https://sashathemensch.com/wp-content/uploads/2026/06/Web-Rebekah-Pagis.png) ## Rebekah Pagis, Brand & Business Growth Leader What is something the industry isn’t paying attention to that they should? AI. Just kidding, can we please stop making every conversation about that? Right now, we are living through two of the biggest macroeconomic shifts in modern history; declining birth rates reshaping the family structures brands have built around for decades, and the largest generational wealth transfer ever recorded already underway. The whole map is being redrawn. And yet so much of what I see is hyper-targeted content optimized for micro-moments, so specific that if you fall outside the bullseye, it’s completely invisible to you. I can’t tell you… June 18, 2026 3 min read ](https://sashathemensch.com/rebekah-pagis-brand-business-growth-leader/) [ ![](https://sashathemensch.com/wp-content/uploads/2026/06/Sasha-the-mensch-Nellie-Santee-David-Miami-1.png) ## Nellie Santee, Creative Director at David Miami If you could attribute one other person or life event to your success, who or what would it be and why? There are so many people who have championed me and helped me be seen by the right people at the right time, but I can think of one person who made a pivotal difference. Titi! She was the creative coordinator at DAVID when I was an intern, and she was the one who raised the alarm to leadership that if they didn’t make an effort to hire me after my internship, I would walk out the door. And I’m… June 4, 2026 4 min read ](https://sashathemensch.com/nellie-santee-creative-director-at-david-miami/) [ ![](https://sashathemensch.com/wp-content/uploads/2026/06/Web-Joshua-Stein.png) ## Joshua Stein, Partner, Chief Creative Officer at LG2 What is the very best career advice you’ve ever received? When I think about it, the best advice for how to approach work was probably influenced more by what I grew up around than anything I heard later in advertising. I was influenced in many ways by people like Ian MacKaye, where his whole mindset was basically: the work comes first. He has this quote, “I just have work to do; I just do it,” and that always stuck with me. It’s simple, but it cuts through a lot. That scene’s DIY philosophy was about taking ownership—don’t wait for permission,… May 21, 2026 3 min read ](https://sashathemensch.com/sasha-the-mensch-joshua-stein-partner-chief-creative-officer-at-lg2/) [ ![](https://sashathemensch.com/wp-content/uploads/2026/05/QA-Caroline-Winterton-web.png) ## Caroline Winterton, former Chief Executive Officer at DDB North America If you could attribute one other person or life event to your success, who or what would it be and why? I’d have to say my late husband. Bruce passed from ALS about 8 years ago but watching him battle ALS taught me that no matter how tough life is there’s a way to get through it with grace, kindness, laughter and a healthy dose of perspective. It made me a better human, not just at work, but in every sense of my life. What is the number one quality you look for in talent?Curiosity. The kind that doesn’t wait… April 29, 2026 3 min read ](https://sashathemensch.com/sasha-the-mensch-caroline-winterton-chief-executive-officer-at-ddb-north-america/) [ ![](https://sashathemensch.com/wp-content/uploads/2026/05/Kristina-Jorgensen-web.png) ## Kristina Jørgensen, Global Business Lead at McCann If you could attribute one other person or life event to your success, who or what would it be and why? It’s never just one person and I think that’s the beauty. It starts at home. None of the jumps I have made happen without a partner willing to say “sure, let’s try that” when “that” means walking away from something steady to try something completely new. That kind of support is quiet, daily, and it’s what allows you to grow. Then there are the people who saw something in you before you fully saw it in yourself. Clare Pickens… April 9, 2026 3 min read ](https://sashathemensch.com/sasha-the-mensch-kristina-jorgensen-global-business-lead-at-mccann/) [ ![](https://sashathemensch.com/wp-content/uploads/2026/05/Jason-Wolske.png) ## Jason Wolske, Director & Brand Creative Lead If you could attribute one other person or life event to your success, who or what would it be and why? There isn’t a specific life event, but I credit a good chunk of my success to the how I was raised. I was encouraged to explore, and create, and build, and fail, and get back up, and listen, and to be empathic and respectful. And to never stop learning or trying something new. Without rad parents and three siblings, I don’t think I’d be who or where I am today. What is the number one quality you look for… February 25, 2026 2 min read ](https://sashathemensch.com/sasha-the-mensch-jason-wolske-director-brand-creative-lead/) [ ![](https://sashathemensch.com/wp-content/uploads/2026/05/Sasha-The-Mensch-Web-Nick-Bakshi.png) ## Nick Bakshi, Executive Creative Director at BETC If you could attribute one other person or life event to your success, who or what would it be and why? My old partner, Erika Reyes. Over the thousands of hours we spent together and the comparable number of beers, she taught me more than I ever could have imagined about concept, craft, humility, passion, and how to not murder someone you spend way too much time with. What is the number one quality you look for in talent? Passion. Pretty much everything else you can learn. Humility for extra credit. What is something the industry isn’t paying attention to… February 5, 2026 2 min read ](https://sashathemensch.com/sasha-the-mensch-nick-bakshi-executive-creative-director-at-betc/) [ ![](https://sashathemensch.com/wp-content/uploads/2026/05/Web-John-Long.png) ## John Long, Executive Creative Director & Writer What is the number one quality you look for in talent? Curiosity. A curious mind is the irreplaceable quality in a creative. Our job mostly comes down to, “how can I say or do this differently?” And on some level, you have to be a curious person to think that way. Also, unless you’re working in-house for a single brand, the nature of advertising is that you’re going to be working for clients across a lot of different industries, many of which you’re probably unfamiliar with. To really understand their business, you have to be inclined to dig into the… January 15, 2026 4 min read ](https://sashathemensch.com/sasha-the-mensch-john-long-executive-creative-director-writer/) [ ![](https://sashathemensch.com/wp-content/uploads/2026/05/mujer-proceso-de-llevar-caja-de-carton-vista-lateral-scaled-1-1024x683.jpg) ## What you need to know if you’ve just been laid off December 9, 2025 1 min read Source:Ad Age ](https://sashathemensch.com/what-you-need-to-know-if-youve-just-been-laid-off/) Load More --- ### [Brand marketers are adopting fan-first social media strategies](https://sashathemensch.com/brand-marketers-are-adopting-fan-first-social-media-strategies/) **Published:** August 18, 2026 **Author:** Sasha The Mensch Team **Content:** For soft-drink brand Poppi, fans come before consumers. The Pepsico-owned brand has bottled up an innovative approach to social media that’s beginning to be picked up by the marketers behind the industry’s largest brands, but it carries risks, too. **Categories:** Press **Tags:** Advertising, Talent, talented people --- ### [Francesco Grandi, Chief Creative Officer at LePub London](https://sashathemensch.com/francesco-grandi-chief-creative-officer-at-lepub-london/) **Published:** August 13, 2026 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/08/Web-Francesco-Grandi.png)**What is the very best career advice you’ve ever received?** It was something I heard Chuck Palahniuk (Fight Club author) say in an interview. “Don’t stop until the glass breaks.” Basically, don’t stop your idea from reaching the edge of madness. You have to go too far to know where the line is. We stop too soon because of the pressure, fear and endless voices in the room. But the moment right before an idea feels “too much” is usually the moment it becomes good. Pull back too early and you’ll never know what you left on the table. The way I see it, my job isn’t to protect an idea from criticism; it’s to protect its potential. To ensure it’s not slaughtered before it even has the chance to prove whether it’s brilliant or not. Another quote I live by is from Olle Eksell, regarded as the founder of modern Swedish graphic design. “To know is often wrong, to feel is often right.” Instinct doesn’t get talked about enough in this business. We’re obsessed with data, research and rationalization. But your instinct *is* data. It’s years of human and biological experience processed faster than the conscious mind can explain itself. By the time you’ve built a rational case for something, your gut usually already knows the answer. I always chase the first thing I feel because that instinctual feeling already knows. And here’s the liberating part; you can never always be right in this business. You just better be right 7 out of 10 times. **What is the number one quality you look for in talent?** I’m going to cheat and say two things. i) Foolish Optimists Creativity is the ultimate act of optimism. This business doesn’t belong to those who are too rational or realistic. We need people who are crazy enough to think their little idea could change something. People who think reality is negotiable. It’s more fun to be a foolish optimist than a realist. ii) People who see the world in their own way At the end of the day, an agency or brand is renting your voice. I want people to embrace their unique POV. Bring all your flaws, beliefs and eccentricities into the room. Show me what you believe to be true. And if you see the world completely differently than I do, even better. Because people who see the world differently bring different ideas to the table. This is very different from being a contrarian. Seeing the world in your own way isn’t about disagreeing with the consensus. The contrarian needs an audience to react against; the original thinker would have the idea even alone in a room. People who see things their own way tend to connect things that don’t naturally belong together. **What is something the industry isn’t paying attention to that they should?** That’s easy. Junior talent. As soon as AI entered the chat, the industry stopped talking about the kids. They care more about an automated future than a messy, human one. You wouldn’t believe the amount of times I’ve heard people say “the advertising industry will be AI plus a small group of senior people.” If that’s the future we’re heading for, then we’re heading to a world of mediocrity. We need to keep training and nurturing young talent. Historically, in any creative field, the angry foolish youth are the ones who have introduced the world to new ways of thinking. Think of anyone who pushed their industry forward (Basquiat, 2 Pac, Mary Shelley). They broke through precisely because they were too young to know what’s supposed to work. Or too young to care. All of them were dismissed by the gatekeepers of their moment. They weren’t polished enough to know the “correct” way to do things, so they built their own way instead. This is the real value of young creatives. If we lose sight of young talent in our industry, we will become less relevant, and so will our ideas. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Leadership, Q&A, Talent, talented people --- ### [Angela Williams, SVP, Group Creative Director at Fifth Element](https://sashathemensch.com/angela-williams-svp-group-creative-director-at-fifth-element/) **Published:** July 30, 2026 **Author:** Sasha The Mensch Team **Content:** ![Portrait of a smiling Black woman with long dreadlocks, oversized black glasses, hoop earrings, and a gray sweater.](https://sashathemensch.com/wp-content/uploads/2026/07/Web-sasha-the-mensch-Angela-Williams.png)**If you could attribute one other person or life event to your success, who or what would it be?** *Besides my mother,* I would say it was my high school ROTC instructor, Sergeant Mitchell. One afternoon he asked our unit a simple question: *“What is leadership?”* One eager cadet shot his hand up and said, “Getting people to do what you want them to do.” Sergeant Mitchell replied. *“That’s only half right.”* He said, *“Leadership is getting people to do what you want them to do because they want to do it. And the ‘because they want to do it’ part? That’s your responsibility.” I’ve carried that lesson through every stage of my career. Anyone can lead with authority. Titles make people comply. Influence makes people believe. That is the difference. The best ideas don’t happen because someone is afraid of disappointing their boss. They happen because a team believes the mission is worth chasing. That’s still the leader I aspire to be. Not someone who tells people what to do, but someone who creates an environment where people want to do their very best work. **What’s the number one quality you look for in talent?** Curiosity. Not talent. Not technical skill. Curiosity. I can teach Photoshop. I can teach prompting. I can teach presentation skills. I can’t teach someone to genuinely wonder *why.* The best creatives I’ve ever worked with are relentless. They keep pulling on the thread until they find the real problem hiding underneath the brief. They’re the people who ask one more question. Read one more article. Explore one more culture. Learn one more skill. You never have to motivate curious people. Curiosity is self-propelled. And in an industry changing as quickly as ours, that’s more valuable than that. **What’s the best career advice you’ve ever received?** Don’t try to be irreplaceable. Be indispensable. There’s a difference. If you’re irreplaceable, congratulations. You’ve just guaranteed yourself the same job forever. Organizations don’t promote people they can’t afford to lose. Being indispensable is different. It means your value isn’t tied to doing every task yourself. It’s tied to making everyone around you better. It means building successors. Giving your team the client exposure. Sharing information instead of hoarding it. Creating opportunities instead of protecting territory. You don’t have to be in every meeting. You don’t have to have the last word. But when the hardest decision walks into the room, people know exactly whose perspective they trust. That’s indispensability. **What part of leadership do you find most rewarding?** Watching someone realize they’re better than they thought they were. That’s the moment I chase. I love seeing someone who once second-guessed every creative decision eventually walk into a room and confidently defend their thinking. My job isn’t to create great work. My job is to create more people capable of creating great work. That means creating an environment where people can experiment, fail safely, recover quickly, and trust their instincts. I don’t want my team depending on me. I want them outgrowing me. Because when that happens, the work gets better. The culture gets stronger. And everyone wins. **What are you most proud of over the last 12 months?** For the last two years I’ve been obsessed with one question: Can we predict human behavior before it becomes obvious? Not with demographics. Not with surveys. With emotional signals. I’ve been building a system that identifies emerging human tensions, uncovers the emotional forces behind them, and predicts how people are likely to behave six to twelve months from now if brands ignore those signals. When I wanted to do something like this, the technology barely existed. Now it does. But here’s what I’ve learned. AI wasn’t the breakthrough. The breakthrough was having a point of view. Technology didn’t invent my strategy. It amplified it. And after two years of wanting to design it, I’ve finally created something I’m incredibly proud of. **What’s been the most challenging moment in your career?** The biggest challenge hasn’t been a moment. It’s been a mindset. Pharmaceutical advertising is one of the most regulated creative industries in the world. Many people see those regulations as limitations. I’ve learned to see them as design constraints. There’s a Louis Vuitton store on Fifth Avenue in New York that perfectly captures this philosophy. When the building needed scaffolding, they couldn’t avoid New York City’s regulations. But instead of hiding behind ugly construction fencing and green mesh, they transformed the scaffolding into a monument. A giant stack of Louis Vuitton monogramed trunks. Tourists take photos in front of it thinking it is a beautiful tourist attraction unaware that it is just LVs version of scaffolding Same rules. Completely different imagination. That’s how I think about pharmaceutical creativity. In Pharma, the FDA gives us guardrails, our version of scaffolding. But creativity has never been about having no constraints. It’s about creating something so compelling that people stop seeing the constraints altogether. The goal isn’t to escape the box. The goal is to make it the most beautiful box anyone has ever seen. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Q&A, Talent, talented people --- ### [Rebekah Pagis, Brand & Business Growth Leader](https://sashathemensch.com/rebekah-pagis-brand-business-growth-leader/) **Published:** June 18, 2026 **Author:** Sasha The Mensch Team **Content:** ![Head-and-shoulders portrait of a smiling woman with dark, curly hair and a light streak, wearing a black turtleneck against a neutral gray background.](https://sashathemensch.com/wp-content/uploads/2026/06/Web-Rebekah-Pagis.png)**What is something the industry isn’t paying attention to that they should?** AI. Just kidding, can we please stop making every conversation about that? Right now, we are living through two of the biggest macroeconomic shifts in modern history; declining birth rates reshaping the family structures brands have built around for decades, and the largest generational wealth transfer ever recorded already underway. The whole map is being redrawn. And yet so much of what I see is hyper-targeted content optimized for micro-moments, so specific that if you fall outside the bullseye, it’s completely invisible to you. I can’t tell you how much work I see that features influencers I’ve never heard of. Their target audience knows exactly who they are, but if I’m seeing it and I don’t, that’s a wasted moment. We’ve gotten so good at talking to slivers that we’ve forgotten how to say something that resonates across the whole room. And here’s the thing… because that room is fundamentally changing, this is the worst possible time for brands to be playing small. The opportunity is enormous for brands bold enough to zoom out, think bigger, and create work that meets people where they actually are (or headed!). The ones that do and the creative partners who lead them there will be the ones defining the industry in the years ahead. The ones that don’t? They’ll probably target themselves into irrelevance. **What part of your role as a leader do you find most rewarding?** The ability to make things happen, for the business, for clients, and for the people on my team. I think of myself as the match that lights the fire. I bring a lot of energy, and I genuinely get fired up about what’s possible. When a client shares their goals and a team member shares their dream, my brain immediately goes to: how do we make both of those happen in a way that also builds a healthy business? Because a healthy business means you get to keep doing the work you love. That loop- people thriving, clients winning, business growing – that’s where I like to live. **What is the very best career advice you’ve ever received?** It came from the incredible Lucy Farey-Jones when I was at Venables Bell + Partners. She could see I got antsy when creative teams would veer far from the brief, and she pulled me aside with some wise words about learning to trust the process. She said: you set the finish line. They heard you. They understood. Now your job is to let them ride that wild creative bike, and stop running behind them holding the seat. I think about that constantly. The best work of my career came from the moments I got out of the way and let brilliant people be brilliant. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Q&A, talented people --- ### [Leaving the US: What to expect from a job abroad](https://sashathemensch.com/leaving-the-us-what-to-expect-from-a-job-abroad/) **Published:** July 4, 2018 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Campaign Live --- ### [Why US agencies lose out on international talent](https://sashathemensch.com/why-us-agencies-lose-out-on-international-talent/) **Published:** July 3, 2018 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Campaign Live --- ### [Survival of the Fittest: A look at the impact of e-commerce on employment opportunities in the creative market](https://sashathemensch.com/survival-of-the-fittest/) **Published:** July 1, 2018 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Adweek --- ### [An analysis of the impact of the 2008 financial crisis on advertising industry hiring practices](https://sashathemensch.com/an-analysis-of-the-impact-of-the-2008-financial-crisis-on-advertising-industry-hiring-practices/) **Published:** July 3, 2018 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** AdAge, Advertising --- ### [Hiring an International Employee? Here’s Why You Need an Immigration Lawyer](https://sashathemensch.com/hiring-an-international-employee-heres-why-you-need-an-immigration-lawyer/) **Published:** November 6, 2018 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Adweek --- ### [Define the Job before It Defines You](https://sashathemensch.com/define-the-job-before-it-defines-you/) **Published:** May 10, 2019 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Little Black Book, Talent --- ### [What Adland Will Be Reading This Summer](https://sashathemensch.com/what-adland-will-be-reading-this-summer/) **Published:** May 26, 2020 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** AdAge, Advertising --- ### [So This is Unemployment in America](https://sashathemensch.com/unemployment-in-america/) **Published:** July 24, 2020 **Author:** Sasha The Mensch Team **Content:** **When it comes to worker protections, American policies just don’t stack up** ![](https://sashathemensch.com/wp-content/uploads/2026/05/chairs-2181916_1280-1024x682.jpeg) First came the shutdown and then the flood of layoffs. According to [AdAge](https://adage.com/article/datacenter/ad-business-cut-36400-jobs-april/2255426), 36,400 agency employees lost their jobs in April alone. In the advertising industry and beyond, the unemployment rate is soaring and the future for many is uncertain. In times like these, when the struggle feels universal, I’m not even sure if American workers know just how bad they have it. The challenges that unemployed Americans face are amplified by a system that doesn’t provide protections or support beneficial programs at the same rate as the rest of the world. Over the past few weeks, I have been speaking with American advertising executives who are working abroad in other countries. Among those I spoke with—whether they worked in Germany, France, Italy, Singapore, Canada, or Australia—the majority felt confident in the actions their respective governments have taken for their personal safety and for the benefit of the economy. For example, the German, French, Canadian and British governments acted quickly to provide a great deal of financial support to companies that are in a tailspin. In the U.S. we often shudder at the thought of bailouts, but it carries less of a stigma in other countries, where the focus is on supporting the employees who are directly impacted. For the workforce in these countries the government has underwritten up to 75% of payroll, a financial safety net on a massive scale. But payrolls tell only part of the story. Consider workers in Canada and much of Europe who have healthcare regardless of their employment status simply by being taxpayers. In the U.S., healthcare is a work “perk,” one that you might call essential in the middle of a global health pandemic. Further, U.S. employees generally depend on the workplace in order to receive healthcare. So for those who have lost their jobs, they are forced to choose from weak substitutes, such as an expensive COBRA plan or state plans with high deductibles. This places a heavy financial burden on workers already juggling high medical costs. > ***“Other countries are also showing a greater sense of collective action than the divided United St**ates—some embracing more grassroots efforts.”*** If America is taking notes for best practices in worker protections, Germany is the homework to cheat from. The country has instituted what is called “Kurzarbeit,” meaning that employee hours and pay are reduced across the board. The formula for calculating the reductions also takes into account whether workers are supporting their families. For ad agencies, Kurzarbeit has its challenges, since employees are working on reduced schedules, which makes it harder to collaborate on projects and manage workloads. But the practice ultimately leads to more employees keeping their jobs and the measure is providing much-needed security. Other countries are also showing a greater sense of collective action than the divided United States—some embracing more grassroots efforts. A copywriter employed by an advertising agency in Dubai told me that the office joined together to sacrifice their paid vacations to help protect all the jobs at the agency. America’s ultra-competitive workplace arguably sees fewer such collective efforts. Worker layoffs in the U.S. reflect the reality that companies are forced to radically cut costs to stay afloat. It’s not that millions of people have suddenly become mediocre at their jobs; it’s that in America, it’s much easier to fire employees. Most employment in the U.S. is “at will” by default, which means employers can terminate their employees at any time, with or without cause. In Germany (and many other countries) however, contracts stipulate terms of employment and notice periods. So, for example, a copywriter or art director who is laid off in Germany would typically receive at least 90 days’ severance, and a more senior executive may receive six months’ severance or more. The tradeoff is that when employees resign from a position to accept a new job, they have to give several months’ notice as well. In the U.S. advertising industry—with the exception of senior roles, which are typically governed by contracts—more than a month of severance pay is rare. The industry execs I spoke with who are working abroad did express the desire to return to the U.S. someday in the future, but few noted that they would consider it soon. And who would blame them? > ***“While America’s political divide widens over the topic of reopening, there’s a separate issue with much less attention. The solution for the unemployed is more than stimulus checks.”*** Unfortunately, this may mean a changing mindset, where agency employees think their only stable option is to go to large companies like Facebook, Google, or Apple from here. The large structure translates to safety in our new world. But it’s not the shift that the industry wants to see, where the creative thinkers from agencies are limited in less dynamic jobs. While America’s political divide widens over the topic of reopening, there’s a separate issue with much less attention. The solution for the unemployed is more than stimulus checks. To provide more protections, it’s a matter of borrowing a page from other countries’ playbooks and enhancing the system as a whole. **Categories:** Editorial **Tags:** American policies, Unemployment, worker protections --- ### [Global Talent is Facing a Lose-Lose Situation](https://sashathemensch.com/global-talent-is-facing-a-lose-lose-situation/) **Published:** July 24, 2020 **Author:** Sasha The Mensch Team **Content:** **Why the U.S. Immigration Policy is Crippling Creative Talent in the Advertising Industry** ![](https://sashathemensch.com/wp-content/uploads/2026/05/sasha-the-mensch-american-1024x683.jpg) The collapse of the U.S. labor market has been severe and sudden. In the advertising industry, agencies that had seemed poised for banner years have announced mass layoffs leaving many stunned and surprised. The only reference point for most people is 2008, and that doesn’t even come close to what we’re experiencing today. In the years to come, new startups will rise from the ashes of this global recession, meeting new consumer and business realities. Dynamic talent will fuel those engines. Companies and the agencies that support them will experience remarkable economic success. But it won’t be here in the U.S., where foreign workers have the Sword of Damocles hanging over them. Visa holders who lose their jobs only have sixty days to find new employment or they likely have to leave the country. As layoffs continue to hit the advertising industry, global creative talent is left feeling incredibly vulnerable. Following the Trump administration’s announcement that green cards would be temporarily suspended and immigration would be limited to “protect the American worker” from the fallout of COVID-19, the panic of foreign workers in the country was palpable. Not only are they losing their jobs at an alarming rate – often with little empathy from their employers – they are facing an uncertain job market and future. > ***“As a result, some of the most diverse and creative talent in the advertising industry may choose to work in other countries coming out of the shutdown, where they can feel more secure, both personally and professionally.”*** They’re understandably nervous about the unknowns of U.S. immigration regulations, a risky territory to navigate by anyone’s standards, added to the fact that travel home is complicated because many countries have closed their borders as well. As a result, some of the most diverse and creative talent in the advertising industry may choose to work in other countries coming out of the shutdown, where they can feel more secure, both personally and professionally. The U.S. will lose out on these future stars who are deciding right now to where to plant their roots. The U.S. ad scene has benefited immensely from the creative influence of immigrants, a shift that has been on the rise in the past decade. Johannes Leonardo, Droga5, Peirera O’dell, David, VaynerMedia, Gut, and The Community, were all founded in part or fully by recent immigrants. They have created jobs and some of the best work our industry has to offer. Take the most awarded creative campaign of the year last year: the “Whopper Detour” from FCB New York. It was the product of a Brazilian, French, Hungarian, and American power team. Similarly, an Argentine, two Brazilians, a Peruvian, an Australian and an Italian worked with Americans to develop the best Super Bowl campaign in the last decade, “It’s a Tide Ad.” International talent has boosted the U.S.’s ability to generate a broad range of creative styles and work. It has also benefited American creatives, who have gained exposure and to new and diverse professional approaches. If current immigration policies stay in place, the U.S. will lose its magnetic appeal for talented individuals. Foreign nationals looking for work will ask themselves: ***why go somewhere with little job security where I’m not wanted?*** And there will be little recruiters or agencies can offer to make them change their mind. **Categories:** Editorial **Tags:** Advertising Industry, Creative Talent, Immigration Policy, U.S. Immigration Policy --- ### [Interview from Home during the Global Quarantine](https://sashathemensch.com/interview-from-home-during-the-global-quarantine/) **Published:** July 24, 2020 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/sasha-the-mensch-interview-1-1024x683.jpg)As more and more talented people are entering the job market, the new reality is that interviewing will be taking place from home for the foreseeable future. Many employers will turn to video calls to interact with prospects, and while many job seekers may be decently familiar with the technology, the fact is that there are many platforms to master – from Skype to Zoom to Google Hangouts. Mistakes often happen because people expect the video chat to work the same way each time, which we know isn’t the case. What’s frequently misunderstood is the level of sophistication needed across these platforms. The list of variables is lengthy and growing: from internet connection, to audio issues, to at-home interruptions. And even if you’re a pro at video conferences, interviewing virtually is a whole different ball game. Plus, you don’t always know how tech-savvy the interviewer may be on the other end of the line, but regardless, it’s critical you come prepared to mitigate any frustration with the technology and keep your skills and capabilities as the central focus. There are a few simple steps you can take prior to a video interview. ![](https://sashathemensch.com/wp-content/uploads/2026/05/Interview-from-home_2-1024x576.png)1. ***Clarify the type of interview it will be***. Just because you get an invite on Zoom, don’t assume it will be a video call, it may only be an audio call. While the work world is in flux, a company may choose to add people to your call and not think to mention it. So clarify if it will be a one-on-one call or if you will be speaking with multiple people and if so, what their roles are in the agency. 2. ***A good headset is really helpful***. While we’ve all become more casual working from home, the interview setting is not the time to be lax. Simply put, bad audio quality will disrupt the conversation. Your standard earbuds or your computer microphone is liable to pick up ambient noise. I have already heard numerous stories of children joining meetings and for the person on the other end, it can sound poorly tuned radio and is unpleasant to listen to. Invest in a decent headset that is wired to your computer and has a microphone that is on a boom rather than one that hangs freely. I often use a Plantronics Blackwire corded USB headset. 3. ***Run a test***. I recently have had people tell me about audio issues because of a bad or choppy connection. Use the platform’s test options but also consider calling a friend and checking the ease of the connection. Even if you are using the platform often, run an extra check before an interview. If you will be presenting any information you’ve prepared, it’s well-worth understanding whether you’ll be able to share your work beforehand, or if you might lean into recording portions of your presentation for ease and flow. 4. ***Know your speaking speed and cadence***. People can get anxious in interviews, they tend to speed up or want to jump in. It is worth slowing your cadence, and when you finish your answer, ask if that was clear. Internet speeds can also slow down a conversation, so if there is a pause before a response, don’t feel the need to jump in, take a breath and wait. 5. ***Have a second or third option ready to go***. Most companies have a preferred method of communicating, whether that be Zoom, Skype, Google Hangouts or Facetime. Most of the time these programs work fine. But you are making an impression, so come prepared with a backup plan. If Zoom isn’t working, be ready to offer a different video software or simply a phone call. I’ve seen too many candidates and companies that have labored with glitches or delays and not only does it eat into time, but it leaves all parties annoyed, and whether they admit it or not, influences their decision on a candidate. It’s better to cut bait early and suggest a different platform. **Categories:** Editorial **Tags:** Facetime, Google Hangouts, interview, Skype, talented people, video interview, Zoom --- ### [The Next Phase of Remote Work is International](https://sashathemensch.com/the-next-phase-of-remote-work-is-international/) **Published:** August 11, 2020 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/0-1024x683.jpeg)### Why the Time is Now to Make Remote Offices a Permanent Structure The past four months have been a crash course in the work-from-home format for companies across the globe. It is still too early to know exactly how the pandemic will shape the office of the future, and to what extent in-person collaboration will bounce back. But, by and large, remote workers have proven to be sufficiently productive from their home offices. I spoke with many firms who previously had not offered remote options, and the majority reported that WFH was operating smoothly. Teams have risen to the occasion in new and challenging circumstances and many are even enjoying the new workday. So why do many companies still hesitate at a permanent WFH outlook? In the long run, remote work has the potential to break boundaries and borders. Our ‘new normal’ is laying the foundation for companies to expand their footprint domestically and even internationally with much less perceived risk. > It’s a page from the Digital Nomad book, the pre-pandemic idea of working remote while traveling the world.” In the agency world, that means independents could scale up globally, an opportunity previously reserved for the WPPs of the world given the time and costs involved. Consider the lengthy visa process to bring talent into a country – something many companies struggle to manage – which isn’t mandatory for remote workers. For the employer, this translates to greater efficiency in doing business. For their part, employees may shape their workday to fit better their lives. Someone who ordinarily has an hour-long commute each way and starts working from home two days a week gains six hours not spent in traffic or transit, and those little increments of time add up to greater productivity and personal satisfaction. What’s more, an employee who can work remotely can live and work anywhere. It’s a page from the Digital Nomad book, the pre-pandemic idea of working remote while traveling the world. Though current circumstances limit individuals in their movement, the world has become much more receptive to remote work life. There are other benefits, too. Traditionally, advertising talent in the U.S. has been heavily concentrated on the coasts or in major cities. Now, firms in secondary or tertiary markets can supplement their talent by hiring from outside markets. For hiring managers who wouldn’t normally turn to remote hires, the fact that offices everywhere have spent the pandemic working from home considerably levels the playing field. Conversely, firms in New York and San Francisco have the opportunity to stack their teams with ‘mini offices’ in less expensive locations across the country. This is especially crucial for San Francisco agencies, which all too often compete with the high salaries of Silicon Valley mega corps. The door will open too for American talent to find work with agencies outside of the U.S. I typically see great demand for English-speaking copywriters in cities such as Paris, Tokyo, Milan and Hamburg. American talent may find this well worth considering, especially if other parts of the world recover from the pandemic crisis at a faster pace. A more global workforce would also boost the diversity of businesses’ cultural and linguistic perspectives by incorporating different worldviews. We are starting to see the advertising industry not only daydream about diversity and inclusion practices, but demand it via calls-to-action and partner contracts. Expanding hires across countries and cultures is a productive way to move away from outdated hiring practices. > “The roadmap to get to a global workforce is simpler than it may seem.” Freelance services that connect companies with talent anywhere in the world (think Upwork and the like) have existed for years.. The spotlight is freshly on them as many unemployed workers are seeking flexible opportunities – but for a remote structure to work, the relationship can’t have a purely transactional foundation. These services don’t offer the breadth of what organizations need when hiring global teams, which is full-time workers who are committed to and invested in making a real impact at an agency or brand. Agencies that succeed in developing a partially remote structure will double down in the relationship-building process, incorporating remote workers deeply into existing teams and company culture and demonstrating long-term commitment. The roadmap to get to a global workforce is simpler than it may seem. In just the past few months, many people have been hired without setting foot in their new office or meeting their new team in person without issue. From what I have seen, agencies have adapted quickly, encountered fewer overhead costs, and are providing clients with efficient work and value, leaving independents newly positioned for success. But, benefiting from an expanded WFH workforce requires effort on a company’s behalf, and attention to factors like advanced cyber security to support remote servers. Ultimately, the more time and energy leadership invests, the better the results for the workforce and company culture. **Categories:** Editorial **Tags:** Advertising Industry, freelance services, remote work, talented people --- ### [Auro Trini Castelli, Chief Strategy Officer at Elephant](https://sashathemensch.com/auro-trini-castelli-chief-strategy-officer-at-elephant/) **Published:** October 7, 2020 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Auro_OTRA-OPCION-1024x683-1.png) Auro Trini Castelli is the Chief Strategy Officer at creative agency, Elephant. He has worked on campaigns for iconic brands like Apple, Beats by Dre, Audi, Oreo and HP. We spoke with Auro as part of our ongoing series that highlights talented individuals across the advertising industry. **What is the number one quality you look for in talent?**Eclecticism. I look for interesting and interested people, with a deep and wide variety of original passions. **What is something the industry isn’t paying attention to that they should?**We need to create more sustainable outcomes. If a new product, platform, or creative idea doesn’t provide real, incremental, and lasting value, then it’s not sustainable. Any company or agency that doesn’t understand this in 2020, will likely not exist in 2030. **What’s one thing from our current situation that you hope is part of the post-COVID world?**I believe that the post-COVID era will make space for a creative revolution like the one we’ve seen previously after global crisis. I am looking forward to the next decade, when radical architects, designers, technologists –– and why not, governments –– will help make our cities smarter, our citizens happier, and our lives healthier. **Categories:** Editorial **Tags:** Advertising Industry, Auro Trini Castelli, Elephant, talented people --- ### [Nkanyezi Masango, Executive Creative Director at King James Group, Cape Town](https://sashathemensch.com/nkanyezi-masango-executive-creative-director-at-king-james-group-cape-town/) **Published:** November 5, 2020 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Nkanyezi-Masango-1024x576.png) We talked to Nkanyezi Masango, the Executive Creative Director at King James Group and the founder of Blackboard, an initiative that exposes teenagers (16-18) to the advertising and creative industry that normally would not have such access. Here are his words: **If you could attribute one other person or life event to your success, who or what would it be and why?** There’s a series of events and a variety of mentors that have shaped my career. But since you’re asking me to pick just one individual, I’ll have to go with my mom. She set me up in a creative environment from day 1, by enrolling me to a Waldorf School. And she encouraged me to always follow my heart. That’s why my concept of success is not even about money or how people perceive me. Success for me is happiness. **What is the number one quality you look for in talent?**Passion. It’s the one quality that is almost impossible to teach. If the passion is already there, you can harness it to refine other skills and qualities. **What is something the industry isn’t paying attention to that they should?**We should be paying attention to the high school education system. It’s very archaic and it hasn’t been updated to prepare young people for the kinds of creative careers available today. Creativity is seen as “alternative” in most schools, yet in the real world creativity influences economies and culture. Our industry needs to help transform education so that creativity is embedded in the heart of the system. That way, we can democratise the industry, make it even more diverse and innovative. In South Africa, we’ve taken the first step with Blackboardsa.org **What is the very best career advice you’ve ever received?**“The work is not going to do itself”. I find this useful at every level, whether it’s prepping a presentation or fine-tuning an edit. You have to push every detail to make the work better, because it’s not going to miraculously get there by itself. **What’s one thing from our current situation that you hope is part of the post-COVID world?** I hope the way we measure productivity right now remains after the pandemic. In the pre-Covid days, organisations looked at how long you’re in your office or what time you leave work as opposed to what you are actually doing. Currently, it’s all about what you’re delivering, no matter where you are. The focus is on the work. In a way, it forces everyone to be even more accountable. And that’s the way it should be. **Categories:** Editorial **Tags:** Advertising Industry, King James Group, Nkanyezi Masango, talented people --- ### [All Signs Point to Asia](https://sashathemensch.com/all-signs-point-to-asia/) **Published:** October 29, 2020 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/asia-1024x683.jpeg)### Where the Advertising Industry will see Economic Growth Next The long-time dominant U.S. and U.K. advertising centers are in an unfamiliar position. Though they seem to be stabilizing, they are not currently pacing to return as the global leaders we’ve always known. In their place, Asian businesses and Asian agencies stand to bounce back stronger. In recent weeks, we’ve seen the U.S. ad industry show signs of recovery. Following an unfortunate wave of layoffs, agencies are now resuming hiring, brands are holding reviews, and new business is being won. During a year that seemingly just won’t end, there’s a general sigh of relief as we head into winter and the market shows a general upwards trend. But, for an industry built on the success of the brands that it serves, growth within ad agencies will always be a lag indicator. To map the more accurate path of recovery, the industry will have to follow the money. > *“\[T\]he uneasy feeling of uncertainty that began with the outbreak is harming businesses in the U.S. and western Europe.”* China, Korea, Japan, Singapore. Many of these countries are functioning at or near pre-pandemic ways. The same is true for New Zealand and Australia which are similarly rebounding. These countries’ national responses demonstrated the value of strong government infrastructure investment in technology, medical care and in providing a unified national message to their citizens. When looking strictly at economic health, the major western hemisphere economies – namely the U.S., Brazil, Mexico, Argentina, and Colombia – have struggled to manage coronavirus and its spread. The pandemic in the U.S. has accelerated the collapse of traditional retail and the further dominance of tech companies. Add political instability, and the light at the end of the tunnel seems to be flickering out. There is another factor at play, one far more important to the creative personalities who make up the ad industry. Across the board, the uneasy feeling of uncertainty that began with the outbreak is harming businesses in the U.S. and western Europe. In an industry that (rightfully so) plays to the needs of creatives and their mental wellbeing, the added layer of stress from isolation, limitations on travel, the constant fear for one’s health, and a deep political uncertainty is all taking a major swing at productivity. Conversely, consider the Asian ad market where agency employees are experiencing the return to a mostly normal life. Most are now back at the office (with protective measures). With clearer minds from a better quality of life, we can expect agency creatives to produce a better product for the growing business opportunities in the region. So, what does this difference in outlook mean for the industry as a whole? > *“\[W\]e can expect to see soaring movements like TikTok and K-Pop reaching our doorsteps much more quickly with the Asian market driving more of global youth behavior.”* Firstly, global agency networks that are strong in Asia (think WPP and Publicis) and Dentsu will see a welcome economic lifeline. Agencies like MediaMonks, which is growing rapidly and primed with multinational experience, will also benefit. Asia will play a solid role in these agencies’ growth. And because advertising often elevates cultural movements to a much larger stage, we can expect Asian agencies to play a much stronger role in defining global trends. It’s the principle in politics called “soft power” which identifies the ability to appeal to others, as opposed to changing them by force or coercion. Whereas in the past Asian countries’ impact on the U.S. tended to be in products, like cars, phones and household supplies, we can expect to see soaring movements like TikTok and K-Pop reaching our doorsteps much more quickly with the Asian market driving more of global youth behavior. Unfortunately, the longer that U.S. and western agencies continue to work exclusively remotely, the greater the blow to company culture. True, the industry has long romanticized culture with ping-pong tables and snack bars, but it’s a necessary component for high-quality creative product and happy teams. The current remote format is in place to survive, not thrive. Teamwork is much harder to achieve when employees are isolated at home behind screens, even if the isolation is necessary to keep employees safe and secure. The Asian markets are set to attract young and emerging talent with ‘Silicon Valley-esque’ opportunities. Up-and-coming creatives will want to be at the forefront of the innovation brewing there – whether it’s cashless payments, super apps, or the undefined ‘next big thing.’ They’ll be excited to participate in the upswing and growth. The opportunity is on the horizon to follow the market where it is heading: Asia. **Categories:** Editorial **Tags:** Advertising Industry --- ### [Ingrid Otero-Smart, CEO at Casanova/McCann](https://sashathemensch.com/ingrid-otero-smart-ceo-at-casanova-mccann/) **Published:** November 30, 2020 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Ingrid-Otero-Smart_Web-2.png) We had the privilege of speaking to Ingrid Otero-Smart, who is not only the President/CEO of Casanova//McCann, but the new acquirer of its majority ownership stake. We thank Ingrid for her time, her answers and for being an inspirational leader in the advertising industry. **If you could attribute one other person or life event to your success, who or what would it be and why?** I don’t think I could pinpoint to one person or event, as there have been so many that have influenced me. Being the oldest of four children always pushed me to be responsible and reliable. My Dad instilled in me a strong work ethic and the ability to network although I doubt that he would have called it that. My Mom always told me I could do or be anything I wanted and 30 years ago that was tough for a woman. And having my son gave me a totally new perspective and reason for being. He reminds me to dream bigger every day. **What is the number one quality you look for in talent?** Passion, hunger. I read years ago a quote that influenced my hiring practices and has served me well, “hire for attitude and train for aptitude”. I can teach you all I know about advertising but can not change the wrong attitude or instill passion in someone with none. Nothing yet can take the place of meeting someone in person and hearing them speak about what makes them tick. That is one of the things I dislike about the new processes of hiring where you submit your resume online and only get to meet a small number of candidates that the algorithms picked for you. **What is something the industry isn’t paying attention to that they should?** I think as an industry we have been too focused on youth and have not been paying enough attention to older candidates that bring a wealth of experience and passion. This is even more important when you look at the demographics of the US and see an aging population that needs to be addressed with the right insights and respect. **What is the very best career advice you’ve ever received?** I have been blessed to have received so much good advice that I could write a book! But one that is always top of mind came from a very wise old client, John Vanderzee. He told me to choose what battles to fight and which ones were not worth the effort. I think about that a lot, and take it to heart. **What’s one thing from our current situation that you hope is part of the post-COVID world?** I think we have learned many lessons that should not be forgotten when we go back to whatever the new normal will be. The fact that we can be nimble and pivot fast is a big lesson of these times. Why do we need to take 10 days to do something when we have proven that we can do it as well in 3? Can we be more flexible with our teams now that we know that we can get a lot done no matter where we are sitting? **Categories:** Editorial **Tags:** Advertising Industry, Casanova/McCann, Ingrid Otero-Smart, talented people --- ### [Top ad agencies are starting to hire again. What WPP, IPG, and other holding companies offer diversity, data, and healthcare specialists](https://sashathemensch.com/top-ad-agencies-are-starting-to-hire-again-what-wpp-ipg-and-other-holding-companies-offer-diversity-data-and-healthcare-specialists/) **Published:** December 4, 2020 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Business Insider --- ### [The Overlooked Value of Business Coaching](https://sashathemensch.com/the-overlooked-value-of-business-coaching/) **Published:** December 7, 2020 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/1607358063253-1024x683.jpeg) **Coaching as a Tool for Better Career Development** The advertising industry has long had a reputation for not investing and developing their employees leadership and management skills. In an industry that requires demanding client workloads and long hours, the quick fix has typically been for companies to place their focus on culture as a one-size-fits-all solution. Too often companies pluck creative superstars from one organization and expect them to reproduce the magic in a completely different environment. Many struggle going from their comfortable creative roles to being catapulted into a new job with new teams, sometimes as a promised savior – one who is expected to lead, manage, mentor and be one of the principal faces of the company. The industry has veered off-course, placing importance (and pressure) on the individual, as opposed to the system or environment that could work to better support employees. In my opinion the fault lies with the organizations. > *“\[A\] strong coach can provide a sounding board and an additional toolkit to try and solve the problems they are facing.”* First, they focus too much on one or two attributes, such as who has produced the hottest work in the industry most recently. Therefore, who is hired is often a projection of what companies want to be, rather than who they are and what skills they need to have in their leaders. Second, they don’t take the time early on to identify areas where their new hire may need support so they can develop into a functional leader. Over the years, candidates have come to me overwhelmed with the challenges they are facing in their new roles, feeling isolated. One avenue I have found that has helped candidates tremendously is seeking a good business coach. It should be noted that a business coach is not a mentor and operates in a completely different way. A coach is a neutral party that serves a specific goal of helping you improve your work skills. In the situations where there is a bit of triage, a strong coach can provide a sounding board and an additional toolkit to try and solve the problems they are facing. > *“What a good coach will do is work with you to identify the areas where you lack experience, develop approaches and strategies to mitigate these areas.”* So, how do you find a business coach? The best way is typically through word-of-mouth from your network. You may find that more individuals in your network work with a coach than you might think. The best thing about coaches is that they typically work for a broad range of industries, so you won’t need to search for one that works just within your space. When you interview coaches listen for them telling stories about clients they have had who are like you. Decide if you want a coach who is using a set curriculum and assessments or more focused on deep conversations about your growth. But the ideal situation, for anyone stepping into a larger or new leadership role within an organization is to work with a coach prior to, and when you start a new role. What a good coach will do is work with you to identify the areas where you lack experience, develop approaches and strategies to mitigate these areas. And you want to make sure that you are talking with your coach with enough frequency that you feel your stress is reduced. Usually, one meeting is not going to cut it. Second, they can help work with you to develop clear business strategies so that you can articulate a clear vision of what you are personally looking to accomplish and then articulate a vision to management and the people relying on your leadership. Third, they can be a valuable person in your corner, to help you develop approaches and strategies with the different people in your organization. The best laid plans and vision are often undone if faced with difficult personalities. Not being left to your own devices to try and find solutions to these challenges. The most successful leaders are those that are best able to navigate the different interpersonal demands put upon them across an organization. Maintaining the respect of senior management, while maintaining the confidence of those you are supposed to lead is no small task and requires people willing to make difficult decisions. Making those choices can be a bit easier with someone in your corner who is watching out for your best interests, and can protect you from the most difficult person of all, yourself. **Categories:** Editorial **Tags:** Advertising Industry, Coaching, Leadership, Management, talented people --- ### [Elisa Silva, Managing Director/Partner at 3Headed Monster](https://sashathemensch.com/elisa-silva-managing-director-partner-at-3headed-monster/) **Published:** January 4, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Elisa-Silva_BN-1024x576.png) We are always grateful when advice and experiences are shared with us. Today we thank Elisa Silva, the Managing Director and Partner at 3Headed Monster, for hers: **If you could attribute one other person or life event to your success, who or what would it be and why?** For nearly forty years, it was my dad. For the last few years since his passing, it is even more so my dad. He was fair and kind and a little silly. He believed in shared accountability and how essential it is for everyone on a team to do their part. He was helpful and just patient enough, but he also knew when to call it. His community loved him. His employees loved him. His family loved him. If I can be even half the boss and neighbor and partner he was, I’ll be doing alright. **What is the number one quality you look for in talent?** Makers! It’s a given in creative disciplines, but having makers in other departments is also hugely beneficial – pie makers, home decorators, plant potters, secret writers, musicians… It creates a nice shorthand when everyone at the table knows the pain of starting with nothing, working hard, getting dirty, and having something new at the end of that. **What is something the industry isn’t paying attention to that they should?** Mental health. Our business is an around-the-clock, gotta-win-awards, gotta-climb-the-ladder culture. And I love it! But it can take a toll, and talking about that is sometimes considered a lack of strength, loyalty, or determination. When really, everyone needs time to take care of their minds. The work wins when we do. **What is the very best career advice you’ve ever received?** Remember who you are and why you’re here. **What’s one thing from our current situation that you hope is part of the post-COVID world?** Out of absolute necessity, we’ve invited our teammates into our homes every single day. My team saw my kitchen everyday – where I made my morning coffee, where Amazon packages piled up and naturally led folks to ask what I’d ordered this time, where plants and cats took over my countertops… I think there’s something really special about being with each other at home everyday; we’re a little gentler with each other. Everything is a little more personal. We all show a little more courtesy. I’d be delighted to hang onto that. **Categories:** Editorial **Tags:** 2Headed Monster, Advertising Industry, Elisa Silva, talented people --- ### [The Importance of Disability Insurance](https://sashathemensch.com/the-importance-of-disability-insurance/) **Published:** January 12, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/physician-consulting-his-patient-at-clinic-scaled.jpg)[People photo created by senivpetro – www.freepik.com](https://www.freepik.com/photos/people) ### Don’t Sleep on this Often Forgotten Safety Net Last year put a major spotlight on healthcare and the necessity of health insurance. For many who are self-employed or have formed small companies, having health insurance a box that needs to be checked. For all of us, there is real fear in not having health insurance and having to get treatment or a big procedure where financial ruin is a distinct possibility. Nearly two-thirds of all bankruptcies in the United States were caused by medical issues, according to [a 2019 study by academic researchers](https://www.cnbc.com/2019/02/11/this-is-the-real-reason-most-americans-file-for-bankruptcy.html). The reality is even if you have health insurance you may still wind up in a financially difficult situation. There is a second type of insurance that is often overlooked (myself included): disability insurance. According to Sam Syed with Northwestern Mutual, 1 in 3 Americans will incur a disability before the agency of 65. Out of the unlucky 1 in 3, there is a 50% chance that the Disability would be permanent. The biggest benefit of disability insurance is that you are insuring your current income – or a lessened income level – in the event you are unable to work. It is not fun to think about, but if you cannot earn a living, you are going to put a serious financial burden on yourself and your family. In the worst cases, individuals see additional costs rise including medication, living assistance, or even a change in housing. Disability insurance is vital for financial security and protection from these scenarios. And disaster preppers will be happy to know that coronavirus is covered with disability, as are future pandemics. The added cost is why many turn away from disability insurance. If you can get beyond the pricetag (which, in most cases, is cheaper than car insurance) and look at the policy as a safety net, it’s much more palatable. This type of coverage is very important for freelancers in particular. While larger companies often offer more comprehensive benefits – like a 401k, health insurance, life insurance, and disability – as a freelance you need to provide all of this for yourself. When it comes to insurance, it is a no-brainer to have home, car, health insurance and usually life insurance. Whether you are a long-term freelancer, or running your own business, disability is vital to your long term security. **Categories:** Editorial **Tags:** Advertising Industry, freelance services, insurance --- ### [Akos Papp, Freelance Creative Director](https://sashathemensch.com/akos-papp-freelance-creative-director/) **Published:** January 28, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/AkosPapp_BN-1024x576.png) From the Whopper Detour to 5-month Covid Detour in the Amazon Rainforest. Akos Papp talks a bit about his experience getting stuck in Peru for 5 months unable to return home. **What was it like working remotely in the Amazon rainforest?** Besides all the stress that comes with being stuck in a foreign place, it was an eye-opening experience. The entire planet collectively tested remote work in 2020, but I -unintentionally- pushed the concept to the extreme. I was always a proponent of remote work, and always fantasized about the “digital nomad” lifestyle. But I don’t think I ever believed it is actually doable. But now, after doing it for 6 months from a remote jungle lodge, I have empirical evidence that it truly does work. Which makes me very excited about the future of our industry. Creativity has to be nurtured, and we have to face it: for some people, the office is not the most ideal environment to be creative. **What was the biggest challenge?** In terms of work, I don’t think I faced any challenges that the rest of my team who all WFH-d didn’t. That’s the beauty of it. Once you’re remote, it doesn’t really matter whether you’re in your Brooklyn apartment, or in the Amazon rainforest. You have access to the exact same things online. In terms of getting home, well, that was indeed quite a challenge. **How complicated was it to finally get home?** As non U.S. citizens, we couldn’t get on any of the U.S. “Repatriation flights”. We could have gone back to Europe, but The U.S. wouldn’t let people in from the E.U. So we were in this impossible situation for months. Finally we were able to get on a flight to Mexico, and from there we got on a commercial flight back to NYC. **What is something the industry isn’t paying attention to that they should?** Many companies plan on going back to the office once the world “gets back to normal”. But the truth is, a lot of creatives prefer working from home, or from a beach, or from a lodge in the Amazon. Not because they don’t want to work, or want to hide from their bosses, but because they are genuinely more productive and creative in a non-office environment. When an agency says they won’t allow remote, certain talent will just pick another place, that does. This way, agencies that won’t adapt, will miss out on a huge pool of creative talent. **What’s one thing from our current situation that you hope is part of the post-COVID world?** The absence of elevator small talk. Isn’t life just better without it? On a serious note though, I’m hoping for some sort of hybrid solution between office and remote work to be the standard in the industry even in post-COVID times. So everyone can work from wherever they want, but agencies would still have a physical community space, where people can gather, do work, and be human together. **Categories:** Editorial **Tags:** Advertising Industry, Akos Papp, talented people --- ### [Ad Agencies Need to Stop Hiring Patriots Coaches](https://sashathemensch.com/ad-agencies-need-to-stop-hiring-patriots-coaches/) **Published:** February 24, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/football-1541912_1280-1024x731.jpeg)*Recruitment Strategy Isn’t About Hiring for Reputation But Building an Organization Where Talent Can Thrive*For the past twenty years, the New England Patriots have been a dominant franchise in the NFL. That’s with or without Tom Brady — though mostly with. Because of the impressive legacy and win record, struggling NFL teams have repeatedly hired Patriots assistant coaches, under the assumption that they might bring the magic and success to their own organization. Unfortunately, the results have been almost universally underwhelming. Advertising agencies are often guilty of this same approach: hiring stars from another agency and hoping for a salve to heal their struggles. While it is easy to look at the “hot shop” or the “most awarded agency,” this strategy is simply a band-aid and is better suited for generating internal excitement and positive PR. > *“Few put in the time to address organizational changes, instead placing their bets on fresh talent who will bring change with them.”* Oftentimes with these superstar hires, there is a brief honeymoon period but usually in a year or two, the search for the next savior will begin. At its worst, this strategy results in a complete shakeup when strong and decisive leaders implement change that isn’t fundamentally aligned with the vision. I usually see the agency react by pulling the plug, even though the leader may be executing the plan he or she set out to from the start. To avoid this cycle, agencies need to go through the hard work of evaluating their needs, understanding what aspects of the agency is willing to change (or not) to accommodate a particular leader, working to clearly articulate what the agency does well and what it stands for, and thoroughly vetting candidates within this context. > *“Keep in mind that creative leaders at the agency need to act like CMOs for the company.”* Few put in the time to address organizational changes, instead placing their bets on fresh talent who will bring change with them. So before you even begin to speak with candidates, companies need to consider deeper reflective questions such as: Where is the agency struggling? What skills does the agency need from someone stepping into a leadership position? How can we accurately explain the position, strength, and desires of the agency to the candidate? As the interview process moves on, the goal is to understand whether the candidate has a record of successfully handling new business and if they possess the ability and gravitas to gain the trust of the agency’s current clients. Agencies should focus on questions like: Is the work that has made the candidate famous compatible with the work that the agency currently has? If not, does that mean the agency is willing to go after a new set of clients and brands that are compatible? What do you hope a new leader will accomplish in a year, or five? Keep in mind that creative leaders at the agency need to act like CMOs for the company. In order to do that, they’ll need a firm grasp and honest evaluation of the company’s work. Can they detail where they see the company going? From my experience, you don’t want to see too many vague responses when it comes to the creative product (i.e. “let’s make cool shit”). You want someone with the ability to assess, to create clarity, and to take deliberate action. But you also want someone who will make changes, whether radical or subtle, that will work for and be acceptable to the company. It isn’t just about the person you hire. You must also be thoughtful about putting creative leaders in positions to succeed. For example, if you have a creative leader who isn’t a dynamic presenter or perhaps lacks organizational strength, factor this in, and be sure to have or make room for the people and structures needed to account for this. Finally, consider what the creative leader’s approach to evaluating talent is, both for those already in the agency, and those they may recruit. Their success will depend how they empower the people around them. Will they take input from the people currently on their team or will they be dismissive of their insights and opinions? When they do search for talent, will they fall back on hiring the type of talent that they are most familiar with, or will they evaluate who is well-suited for the clients, brands, and the agency overall? Design your own game plan for a successful hire, don’t just go with the Patriot’s. **Categories:** Editorial **Tags:** Advertising Industry, Leadership, Management, Recruitment, talented people --- ### [Why you should stay at your job](https://sashathemensch.com/why-you-should-stay-at-your-job/) **Published:** February 22, 2021 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, SmartBrief --- ### [Sarah Ceglarski, Chief Marketing Officer at Omelet](https://sashathemensch.com/sarah-ceglarski-chief-marketing-officer-at-omelet/) **Published:** May 25, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Sarah-Ceglarski_BN-1024x576.png) Meeting passionate and creative leaders is part of what inspires us about this industry. We spoke with Sarah Ceglarski, Chief Marketing Officer of Omelet. Read on for more here. **What is the number one quality you look for in talent?**Critical thinking. There’s rarely a playbook for anything we do in this business, and even with the playbook, we need to challenge ourselves to throw it out and rewrite it. I love it when new people join the team and they’re like, “why are you doing it this way?” And then suggest a genius new approach to something you hadn’t questioned before. **What is the very best career advice you’ve ever received?**Pick the teacher not the class. Ok yes, this was advice I got in school, but it works for work, too! I’ll follow an inspiring leader and team any day. The people you’re with make the work interesting and rewarding. An incredible CEO with an inspiring vision is what charges your growth. People first, always. **What part of your role as CMO do you find most rewarding?**Being in constant learning mode. Every pitch is an opportunity to learn about something new about the world, connect with different people, and solve interesting problems. It’s a job that stokes and rewards curiosity, and because everyone at the agency gets to touch new business, it’s really fun to see everyone rally around that mindset. **Categories:** Editorial **Tags:** Advertising Industry, Omelet, Sarah Ceglarski, talented people --- ### [Cher Campbell, CCO at John St.](https://sashathemensch.com/cher-campbell-cco-at-john-st/) **Published:** June 10, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Foto_-Cher-Campbell-BN-1024x576.png) Cher Campbell, CCO of John St., shares some of the adversity she has faced personally and professionally over the past year. We really appreciate her openess and candor. **What is one thing you have learned from the past pandemic year that you hope to carry into the future?** I’ve had the craziest year of my life notwithstanding the pandemic. It was a year of distractions. Divorce. Hospitalization. A rare brain condition. A promotion. 2 moves. An electrical fire. 2 very poopy floods. 2 refrigerators died – and I guess they were close with the furnace because it went soon after. And through this, in my humble opinion, I’ve managed to maintain and enjoy the ability to have creative thoughts. Not as creative as in the past, that’s for sure. But I’ve benefited from being distracted by the events of my life and distraction is the key to creativity. Cognitive fixation is a creative killer, focusing on one thing without respite burdens your brain in unsustainable ways. All the little distractions we used to have, the ones we considered productivity killers and flow interrupters, were what allowed our minds to unclench, to forget the task for a moment, to release the solution. In the future, I’m going to interrupt peoples flow with abandon. I don’t know anything about sports, but I’m going to talk about them on company time. I’m going to wander into meeting rooms uninvited just to see how everyone’s weekend was. I’m going to hang out in the kitchen and play ‘Whatcha got in that Tupperware?’. **What is the very best career advice you’ve ever received?** Don’t write a book. **If you could attribute one other person or life event to your success, who or what would it be and why?** My high school girlfriend, current BFF and auntie to my girls. She was hand painting t-shirts with what used to be called smiley faces, now known as emojis. They said ‘Don’t worry, be happy’ – an ode to Bobby McFerrin’s hit single. Believe me, it was extremely cool. We made a business of it. Art + Commerce at 16. We quit school, we made stuff. It was amazing. **Categories:** Editorial **Tags:** Advertising Industry, Cher Campbell, John St., talented people --- ### [More Challenges Lie Ahead for Agency Talent Management](https://sashathemensch.com/more-challenges-lie-ahead-for-agency-talent-management/) **Published:** June 23, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/pexels-andrea-piacquadio-3760067-scaled.jpeg) **The Pressure is on for HR and Recruiters, as Agencies Race to the Bottom Line** After a turbulent year of layoffs, turnover, and assorted HR complexities, advertising agencies that had healthy fiscal years have relaxed their grip and started hiring at pre-2020 levels. Staff that had been operating with skeleton teams have been able to expand. Many of us in the advertising industry are stretched thin, but as business continues to pick up, demands on internal recruitment teams, in particular, are increasing. Internal recruitment specialists are suddenly handling searches across a wide spectrum – from freelancers to full-time staffers, creative to account, remote to local. It’s a formidable task to expect internal recruiters to become instant experts across such diverse areas. HR staffers are also having to figure out how and when agency employees can return to the office. Adding to the pressure, many agencies have alternately embraced and abandoned the practice of remote hiring, seemingly torn between the desire to staff up wherever possible and the reluctance to invest in talent they won’t see in person. Less flexible management seems intent on making remote unviable, citing a litany of reasons why remote work should be avoided. These drastic swings are no way to maintain current staff or build relationships for the future. Leadership cannot afford to ignore internal recruiting teams until there’s an emergency. Effective talent searches take time and require ongoing collaboration. Ultimately, keeping a steady investment is more efficient than a cycle of slashing costs and rebuilding. Employees sense the lack of investment and that has pushed many people into the arms of the growing in-house ad agencies. Not because the work is better, but because they believe there will be a better work/life balance. In terms of direct hits on the industry, the economic fallout in the advertising sector has been much softer than in 2008, when agencies were in real danger. But the effects are still being felt deeply with network holding companies. The last year has accelerated agency consolidation, and certainly there will be more to come. Newer ad agencies, which are less beholden to entrenched business models, seem to be growing faster and that is a good thing all around for the health of the industry. Established agencies need to adapt in a way that provides consistency and stability to their employees in order to keep good talent and become better prepared for future ebbs and flows. **Categories:** Editorial **Tags:** Advertising Industry, Leadership, Management, Recruitment, talented people --- ### [Sean Donovan, President at TBWAAsia](https://sashathemensch.com/sean-donovan-president-at-tbwaasia/) **Published:** June 30, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Foto_-Sean-BN-1024x576.png) A big thanks to Sean Donovan, President of TBWA Asia for sharing his best advice on leadership. **What is the number one quality you look for in talent?** Over and above the technical ability to thrive at the role in question, there are two qualities I look for that jointly top my list – Empathy and Curiosity. As a talent business, we thrive when our teammates are in an environment where they are dealt with as humans beings and not units of labour. And as humans, our colleagues check in as their workselves showing just part of the picture. There are other layers that make up one self; children’s schedules, financial concerns, being present for elderly parents – everyone’s tapestry is completed by the parts we often don’t see in their nine to five-selves. Acknowledge this, care about it. Be kind, be fair, be consistent. And add a healthy dash of curiosity. Find out about the things your job description doesn’t ask you to do. Talk to people outside of your area. Stick your hand up. Stick your nose in, be interested. **What is the very best career advice you’ve ever received?** It was given by Professor Nancy Koehn: ‘Always ask yourself, is this your acceptable level of decline?’. I’m of the view that you have to hold your career in the context of your holistic self – family, health, growth and that the most valuable advice can be applied to all. That piece of advice was pretty arresting when I heard it, and is one I value greatly. **What is something the industry isn’t paying attention to that they should?** Access. It’s a broad, general question, so I’m giving a broad generalisation as an answer. Thankfully, albeit very late, the issues of DE&I have become more widely discussed and have resulted in action that will hopefully be sustained. I think it’s time we also start to talk about access to the industry by people from less privileged backgrounds. As I said, it’s a generalisation, but I think the industry’s access mechanism in the form of learnerships or internships excludes those without either the networks to land the interview or the financial means to work for little compensation in those first years. It leaves us a skewed representation of more privileged backgrounds and homogenisation of thought. **Categories:** Editorial **Tags:** Advertising Industry, Sean Donovan, talented people, TBWA, TBWA Asia --- ### [Making the Move: Practical tips for foreigners moving to the US](https://sashathemensch.com/practical-tips-for-foreigners-moving-to-the-us/) **Published:** July 5, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/pexels-johnmark-smith-32307-scaled.jpeg) Congratulations. An ad agency or company has hired you, your visa has been approved and it’s official: you’re coming to America. Now comes the tough part… and I don’t mean starting your new job. Rather, you’re going to be facing an array of bureaucratic challenges as you get settled, and these can add to the natural stress you feel from the move. For a smoother transition to life in the U.S. of A., I recommend the following steps: **1. Apply for a social security number** You can do this once your visa has been approved, even from your home country; see this website: https://www.ssa.gov/ssnvisa/ Getting a social security number ahead of time is worth the trouble, as it allows your employer to put you on the payroll, and allows you to open a bank account and apply for a credit card. **2. Research different banks** Again, it’s a good idea to do this before you arrive in the U.S. Consider asking your future employer to point you in the right direction: if the company has a relationship with a specific bank, this may make the process easier. Call the bank and find out what specific documents you need to open an account. Ask if they can issue you a credit card. **3. Estimate your monthly income after taxes or deductions.** I’d suggest speaking with U.S.-based accountant for help with your first year’s tax return. A professional can also best advise on what your take-home pay will look like based on taxes and other costs such as health insurance and retirement; keep in mind, your employer is likely not allowed to provide an estimate. Another option is to check out different tax calculators on the Internet, but in my experience, these are best just for getting a general idea. **4. Think about how you will establish credit history.** Trying to rent a place to live is one of the biggest stumbling blocks for foreigners moving to America, as landords and rental agencies examine a person’s “credit history” when determining whether or not to sign a lease. Credit history refers to a person’s past borrowing and repayment behavior: for example, paying a cable bill or electricity bill, paying rent, and most of all, paying off credit card bills from a card issued in the U.S. Most foreigners lack this sort of credit history, and as a result, some landlords may chose not to rent to them, or ask for a large security deposit up front. On that last point, Josh Rubin, a licensed associate real estate broker at Douglas Elliman Real Estate, suggests that foreigners put aside extra cash in advance, just in case. “Otherwise, certain landlords, like Related, can run foreign credit checks, depending on country of origin, and put less emphasis on income history within the U.S.,” he said. You can also ask your employer to type up an official letter stating your employment and your income, so that you can address any landlord or leasing agent’s concerns head on when looking for an apartment. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, foreigners, talented people, tips --- ### [Daniel Minaker and Patán Tarazaga, Latam CCOs at Wunderman Thompson](https://sashathemensch.com/daniel-minaker-and-patan-tarazaga-latam-ccos-at-wunderman-thompson/) **Published:** October 20, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/danypatan_Foto.jpg)Dany Minaker and Patán Tarazaga have been creative partners for over 14 years, working hand-in-hand on regional, national and global campaigns. We recently had the opportunity to ask them some insightful questions, their answers here. **Do you think the pandemic has made Argentina a bigger location for international creative work?** Paradoxically, the pandemic situation was a period of great growth for Wunderman Thompson in the region. Not only for Argentina but also for many WT offices. There was a growth in our business, our capabilities, our processes and our talents. I believe that this is mainly due to three important factors; 1- A macroeconomic variable that represents a competitive cost advantage. 2- A high standard of production quality, technology, creativity and design. 3- An amazing capacity of resilience and creativity facing the uncertainty and adversity. **As the pandemic continues how do you maintain agency culture and keep teams motivated?** We feel that it was impossible to maintain our old culture in the agency. Without a doubt, the pandemic and the context modified our culture. Neither in a better or worse way but in a different way: closer between the people and the company. Today in our new regional role, to encourage the culture one team is a priority in our role. We have a battery of activities that promote this. **As you have moved up in your career, what skill did you find as the most critical to be an effective leader?** I’m sure that the most important skill that we need to develop in our career is empathy. Empathy is a key skill for a leader. It’s more relevant when you have a regional or global role and you need to work with people with a very different background and culture. Another important thing is to learn how to work in a good balance between rigor and chaos. **What is the number one quality you look for in talent?** First of all, to be a nice person. We dedicate too many hours per day in this job, so you better team up with someone that has your same principles. Then, we look for someone talented, which is always thinking of doing the impossible, that is always making observations and thinking “can I use this for an ad?”. **What is the very best career advice you’ve ever received?** “Always dream ideas, 3 or 4 steps higher than what you think originally. Reality will take you 1 or 2 steps back, and that will be better than what you thought.” **Categories:** Editorial **Tags:** Advertising Industry, Dany Minaker, talented people, Wunderman Thompson --- ### [Age discrimination is the biggest hidden bias in advertising — and it's gotten worse during the pandemic](https://sashathemensch.com/age-discrimination-is-the-biggest-hidden-bias-in-advertising-and-its-gotten-worse-during-the-pandemic/) **Published:** July 2, 2021 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Business Insider --- ### [People are fleeing the ad industry and it's leaving agencies struggling to fill hundreds of open roles](https://sashathemensch.com/people-are-fleeing-the-ad-industry-and-its-leaving-agencies-struggling-to-fill-hundreds-of-open-roles/) **Published:** July 15, 2021 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Business Insider --- ### [Andrea Siqueira, SVP Executive Creative Director at FCB Chicago](https://sashathemensch.com/andrea-siqueira-svp-executive-creative-director-at-fcb-chicago/) **Published:** August 4, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Foto_-Andrea-BN-1024x576.png) Andrea Siqueira, SVP Executive Creative Director for FCB Chicago, has been awarded for her work at Cannes, D&AD, Clio, Clio Sports, FIAP, NY Festival and more. We spoke to her about what’s next in the ad industry. **If you could attribute one other person or life event to your success, who or what would it be and why?** The fact that I was born in Salvador, Bahia, a very creative but small advertising market in Brazil. From my hometown, I’ve learned the creative spirit of carnival, one of the most diverse and democratic street parties in the world. Today, besides from being a creative, I’m also one of the co-founders of one of the biggest carnival groups in Brazil. **What is the number one quality you look for in talent?** Being a great human being. We are in the people business, to work with creativity, one has to like people, has to like to talk to people, to understand them, listen to them, enchant them, entertain them, laugh with them and not laugh at them. **What is something the industry isn’t paying attention to that they should?** Data is important but it should help validating our gut feelings instead of being the king. We should listen to our inner voices more often. The one thing we could benefit from Covid times is the high confidence between big clients and their agencies in taking faster and braver decisions. We all had to recalculate routes. But the feeling that with trust, confidence and courage we could go further is stimulating. **Categories:** Editorial **Tags:** Advertising Industry, Andrea Siqueira, FCB Chicago, talented people --- ### [Polina Zabrodskaya, Creative Director at AMV BBDO](https://sashathemensch.com/polina-zabrodskaya-creative-director-at-amv-bbdo/) **Published:** September 8, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Polina-Zabrodskaya_BN-1024x576.png) We are happy to share with you some key takeaways from our chat with Polina Zabrodskaya, Creative Director for AMV BBDO. What **was the biggest adjustment for you working outside your home country for the first time?** Every market has its own set of “it has to be this way” mantras. In Russia, those things mostly have to do with censorship. But when it comes to production — anything is possible. If you wanted to make an app to analyse dog farts, rate them on their artistic merits and sell them as NFTs— there would be someone somewhere in Tver willing to make it happen for 10K — for the love of a good fart joke. So as a Russian creative, bizarrely, you almost never hear “it can’t be done”. My biggest adjustment was learning to accept some common sense limitations that exist in established markets. The phrase “this microsite is out of budget” still gives me a rash, though. **Are there any misperceptions of Russia or Russian advertising you’d want people to know about?** People in Russian advertising drink far less than the world thinks. Our drinking culture requires a meal with every drink – so people go for dinners with their coworkers and have heart to heart conversations over a glass of wine or two. It can make any work problem go away. **In the global search for talent, how can international companies go about finding great Russian talent?** I would suggest looking beyond a polished portfolio. Not just when it comes to Russian talent – any talent from anywhere. There are hundreds of amazing creative minds out there who don’t know the rules of the game yet and have no idea what a proper portfolio looks like. And it’s great that they don’t. If we want diversity – we’d better stop hiring people based on their ability to copy the most common squarespace layout. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Polina Zabrodskaya, talented people --- ### [Brenna Ferguson, Senior Global Creative Recruiter at Sasha The Mensch](https://sashathemensch.com/brenna-ferguson-senior-global-creative-recruiter-at-sasha-the-mensch/) **Published:** November 4, 2021 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Brenna-Ferguson-1024x576.png) Argentina-based recruiter, Brenna Ferguson, shares her insights on what talent and employers can do to level up their search. **What would you say to companies who are looking for fresh perspective and new talent right now as many industries are facing the war for talent?** Diversity is an ever present topic for companies right now. It’s been proven that teams of people with more diverse backgrounds get better creative results. Yet many agencies still stick to what they know because of tight timelines, budgets, or frankly because of who you know. Advertising agencies notoriously hire within their “agency experience” world. Yet there are so many other backgrounds that offer unique experiences within the Tech, Startup, or Client Side world. One thing we do exceptionally well at Sasha the Mensch is we look at an array of talent from all over the globe. We recognize there can be certain logistical issues with visas and whatnot but many agencies don’t even contemplate the possible outcomes. And now with people continuing to work remote a huge talent pool has opened up for those willing to tap into it. **What advice would you give to those compiling their portfolios in order to stand out for future employers?** For creatives, portfolios are critical for employers to understand your skills as an artist. Agencies want to see your best work along with a variety that demonstrates a range of capabilities. It’s true what they say about first impressions, so put your most-awarded, most creative, premier work at the top and make it obvious. If your work has been recognized at industry shows, be sure to detail what awards you’ve won and on which projects. Also this may sound silly, but be sure to include your email address and a link to your LinkedIn on your site. You want a new role that pays you more money, gives you more creative freedom and fulfills all your hopes and dreams. Recruiters want to see you succeed, so do your best to streamline the details. **What preparations should candidates consider prior to starting their job search, so that they can have the most effective outcome?** I always encourage people to ruminate on what they want long term. That can of course be broken up into something more manageable. A useful framework is to think of your career in the next five years. Don’t get caught up on the role right in front of you, think about the next two steps and a five year plan overall. Many of us become fixated on finding the “perfect” role, when in reality, there are very few that one would consider “perfect.” How many times in your career has it happened where you have a list of ten criteria and the agency can only meet seven or eight of them? Think about which things you don’t mind sacrificing short term for a better outcome long term. If the role doesn’t align with all of your values, that’s ok, it doesn’t have to be forever. Think about how you can use the next two years as an investment in your career to achieve what you want down the line. We want to start to identify with our long term selves. Also, sometimes those jobs end up being the most inspiring because they propel you into your dream job – or, they can be important teachers in showing you what you ultimately don’t want. With every step you can hone in on what it will take for better results and overall happiness. As a creative your portfolio is your most valuable asset. What you’re able to produce translates directly to the value your portfolio will have in future endeavors. When considering an opportunity the first question should be what has the agency produced in the last five years? What will you be able to contribute to your portfolio? Client side opportunities now offer equity as a tool to incentivize but when you break it down it’s essentially golden handcuffs. If equity fully vests in three years, you could be a year in, unfulfilled creatively, yet you feel obligated to stick around for the eventual equity. That design can ultimately have consequences for your portfolio. **For talent considering moving to the U.S. advertising market, what tips or suggestions do you have for them starting work?** Transitioning to a new country, new job, and new language is truly an art form. There are so many cultural nuances that cannot be anticipated until you are there on the ground. There is no amount of planning that will prepare you for the culture shock that comes with moving to a new place. I often encourage anyone who may be contemplating taking a job in a foreign country to consider moving laterally title-wise. It’s a way to ensure that the transition will be less overwhelming and will help set you up for success. I frequently work with art and copy teams looking to move abroad and take that next step in their career. This is especially common for those looking to move to the US or the UK. The two biggest factors in determining the likelihood that you’ll find an agency willing to sponsor your visa are: awards won and ability to write and work in English. Double check your writing in your portfolio, share it with friends, ask for a second opinion. Make sure your campaigns are subtitled in English as well. **Categories:** Editorial **Tags:** Advertising Industry, Brenna Ferguson, Sasha The Mensch, talented people --- ### [Advertising Talent is Ready to Work Without Borders, Agencies Just Have to Figure it out](https://sashathemensch.com/advertising-talent-is-ready-to-work-without-borders-agencies-just-have-to-figure-it-out/) **Published:** February 22, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/tabea-schimpf-9-xfYKAI6ZI-unsplash-scaled.jpg)The future of work continues to evolve as the pandemic sprints into its third calendar year, keeping people and organizations in flux. Covid-19 brought many major shifts in our day-to-day work and turned the practice of recruiting talent completely on its head. In 2021, we saw many people changing jobs, but these changes were all done remotely, often with the understanding that as things improved, folks would relocate. Only, they didn’t. And as the year wore on, companies relied on hard dates for the return to the office. We are now in a much different situation as candidates are either settling into new roles or less interested in moving to a new city, region, or country. Simply put – the prospect of relocating to a new place just to end up working from home, with little opportunity to establish new relationships and lives, is undesirable. Many agencies have embraced remote work to some extent, but seem resistant to having employees based outside of their own country or region. The two biggest issues cited here are usually 1) concerns over security with sensitive information and 2) the potential tax implications of having people employed outside the state and country. That said, there are many newer companies and global firms that have seamlessly switched to having fully global workforces. So it’s clear that these reasons are based in archaic thinking and perhaps indicative of a resistance to the extra work that may be involved in making the shift. To borrow a saying from the construction field, it is easier to build a new house than renovate one. I get it. But every time, I would encourage all agencies to just figure it out. The fact is solutions exist to all of these situations. Many companies, especially in tech, have already successfully sustained a dispersed workforce for years. For older multinational firms, it means human resources teams and C-suite leadership will need to prioritize structural solutions to allow more workers in different locations. Companies are searching for the best talent in the world, and it has never been more competitive. To not embrace a global workforce, will, over the coming years, make these firms less appealing to workers. Any firm today that tells its leadership that it cannot hire for these reasons will be hurting their company’s ability to compete. Furthermore, agencies running global businesses need international people working together to provide a global perspective. UK-based agencies in particular need to address the issue as the pandemic and the impact of Brexit are creating difficulties when bringing in talent. No longer being part of the European Union, has added many weeks to a hiring process that used to move fairly quickly. Also, being a person working in the EU – but not an EU citizen – makes taking a position in London even more complicated because they may not be able to stay in the EU while waiting for their UK visa to process. As it stands, many shops in London are still expecting people to relocate to London, and fully ignore the option of having people work remotely for the foreseeable future. When it comes to specialized talent, companies will need to be open to individualized situations to leverage the best skills a person has and find a way to fit them in their organization. Take the New Jersey Nets, for example, a team that figured out how to make use of one of their best players, Kyrie Irving. Unable to legally play in New York, the team determined it was better to have him play wherever he is allowed to play than not at all. The moral of the story is: if you could have one of the best CSOs in America in your company working full-time and visiting once a month, chances are someone excellent can only make your organization better. As companies try to find a new formula, employees will have to remain flexible too. Companies ultimately need to find what is most effective and that could vary greatly and some organizations may come to the conclusion that they need more facetime. I understand that the pandemic will hopefully one day subside, and the workforce will be able to once again return to their original offices. But rather than try and predict the future, why not figure out a way to have the flexibility to hire and find the best talent and create systems for them to succeed, regardless of the situation. It needs to be acknowledged that maybe some efforts with remote work, or people being in the office on a more limited than even three days a week, may fail. But the biggest failure would be not to try. There is also potential that some of these things have been tried and failed. But the biggest failure would be to not try at all. **Categories:** Editorial **Tags:** Advertising Industry, Leadership, Management, Recruitment, talented people --- ### [Tricia Ting Lee, Executive Global Creative Director at ViewSonic](https://sashathemensch.com/tricia-ting-lee-executive-global-creative-director-at-viewsonic/) **Published:** March 18, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/1920x1080-horizontal-headshot-1024x576.jpg) Meet Tricia Ting Lee, a creative leader, artist & art director who—after working many years in US—currently leads a team of 20+ creatives at ViewSonic in Taiwan. Her point of view is sure to inspire. **If you could attribute one other person or life event to your success, who or what would it be and why?** If I were to go all the way back to the beginning of my career, my dad was the first person to encourage me to follow my passion. When my dad asked what I wanted to major in during my freshman year of college, I felt pressured to tell him that I would pursue a career that would be considered “honorable”. I knew that he had studied law in college, so I told him that I was considering becoming a lawyer. My dad’s response surprised me. He told me that I should choose a major that I was passionate about. He suggested I pursue something creative. His only condition was that I would not end up as a starving artist. Hence my decision to go into advertising. I suspect that if I were a boy, his advice would not have been the same. **What is the very best career advice you’ve ever received?** The best career advice that I received was when I was Junior Art Director and a Senior Art Director came to interview at the agency I was at. He told me that he was willing to take a pay cut and a lower job title to work there. When he graduated from school, he made the mistake of not thinking about building his book and accepted the offer that paid the most. His advice to me as a junior was to look for opportunities to work with great Creative Directors at a creative shop and to not look only at the salary. Money will come as I build up my portfolio with award-winning work. **What part of your role as CCO do you find most rewarding?** The most rewarding part of my job is when someone on my team lets me know that they appreciate my guidance and leadership. They trust that I have their back and best interest at heart in terms of both their work and personal life. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months?** I am most proud that I have been managing a team of 25 creatives in a different country and that we have been able to work well together, no matter the language or cultural barrier. Even during the pandemic, we were able to produce breakthrough global marketing content. Working with my team and helping them grow to the best of their abilities gives me joy. **Categories:** Editorial **Tags:** Advertising Industry, Sasha The Mensch, talented people, tricia ting lee --- ### [Breaking and Entering Advertising Podcast By Geno Schellenberger](https://sashathemensch.com/breaking-and-entering-advertising-podcast-by-geno-schellenberger/) **Published:** April 12, 2022 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Geno Schellenberger, Podcast, Recruitment --- ### [Sasha the Mensch Expands, Hires New Talent to Support Global Talent Recruiting](https://sashathemensch.com/sasha-the-mensch-expands-hires-new-talent-to-support-global-talent-recruiting/) **Published:** April 13, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/STM-Rosario-7-scaled-e1649864318990-1024x766.jpg) Sasha the Mensch is growing internationally with the appointment of creative recruiter, Ro Martese. Ro, a psychologist with a background in human resources, previously held the role of experience manager at Ernst & Young, one of the largest professional services networks in the world. Prior to EY, Ro was a talent connector for Accenture, where she coordinated candidates, leaders and clients to build better teams and help people fulfill their career and personal aspirations. In her new role, she will connect award-winning candidates with top advertising agencies around the world. “Helping people achieve their career goals while assisting our clients in putting together the best team possible is very fulfilling,” said Ro. “At the end of the day, it’s about building relationships which I am passionate about. Plus, people in this industry are incredibly talented and it’s always fun to see what they can create.” Based in Argentina, Ro will help support talent recruitment from all corners of the globe. Her background outside of the advertising industry makes her a great fit for the new recruitment landscape. “It’s an exciting time to say the least for recruitment amid The Great Resignation,” said Sasha Martens, founder and president. “Adding new talent to our growing team with diverse backgrounds helps us to expand beyond traditional means in our placement. Ro will help us do just that.” **Categories:** Editorial **Tags:** Advertising Industry, Creative Recruiter, Ro Martese, Sasha The Mensch, talented people --- ### [Noel Hamilton, Executive Creative Director at neverland](https://sashathemensch.com/noel-hamilton-executive-creative-director-at-neverland/) **Published:** May 19, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Noel-Hamilton_BW-1024x576.png)Noel Hamilton—Executive Creative Director at neverland—shares some interesting personal and industry related facts in this Q&A. **What is something the industry isn’t paying attention to that they should?**This isn’t anything revolutionary, but our industry’s burnout rate is alarming. Good talent is going client side for the better work/life balance or leaving the industry altogether. Souls are being crushed. The fun is being sucked out of what we do. If you’re killing yourself for a 15-second ad that took a year to get approved that no one will see or care about, we’re all doing something wrong. In my experience, creatives who have real lives come up with better ideas. **What is the very best career advice you’ve ever received?**Be nice. I learned this one the hard way when a colleague nervously told me that our interns were afraid of me—not because of an intimidating level of talent but because I was just plain mean. That was a wakeup call for me, and since that day I have prioritized being nice, and I seek out non-asshole talent. But let’s be clear: being nice doesn’t make up for a lack of talent. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months?**I’m extremely proud of the upward trajectory of neverland. When I joined, there were only eight other full-time employees and in less than 12 months we hit nearly 30. I’m proud of the pitches we’ve won and the work we’ve made, but I’m mostly proud of building an agency that’s a fun place to work. When people want to come into the office in the middle of a pandemic, you know you’ve helped create something special. **Categories:** Editorial **Tags:** Advertising, Noel Hamilton, Sasha The Mensch, talented people --- ### [Planning for Success with Remote Employees: Four Ways to Encourage Positive Work Habits](https://sashathemensch.com/planning-for-success-with-remote-employees-four-ways-to-encourage-positive-work-habits/) **Published:** May 3, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/pexels-buro-millennial-1438072-scaled.jpeg) With many agencies working towards sustainable remote structures, ad industry talent has never had more flexibility. Some leaders are still scratching their heads, however, as to how to accomplish successful work streams with agency talent is scattered across different locations. In speaking with agencies grappling with the challenges of dispersed talent, I’ve found a few key practices that work well for all involved. **Set clear expectations.** Now that you’ve got a new hire “in the door” and up-to-speed, the onboarding process is still far from done. Even with the best talent on your roster, employees can’t be expected to generate high quality work without a solid foundation of support in place. Agency leadership must set crystal clear expectations on remote structure. Leaders need to explain when employees can have flex time and how they can successfully communicate internally and externally. Without strong leaders and a clear, attainable workflow system, the remote structure is almost certain to fail. **Encourage teamwork.** Many have discovered how to successfully work independently over the course of the last two years. That means that much of the industry is out of practice when it comes to working effectively as a team. But teams help workflow, creativity, accountability and more. No man is an island, even though your creative director might actually be *on* an island. Working successfully as a team also helps to create a sense of agency culture even though individuals are working from different locations. **Get creative with timezones.** Generally, I find agencies succeed in selecting talent from one to two time zones away. But why limit the search to the U.S.? What tends to surprise leadership is that they can hire creatives in Bogotá, Colombia – only a one hour time away from EST. Or from Frankfurt, Germany or Johannasburg, South Africa – both of which operate on the same time zone as New York, meaning there will be minimal work interruption. **Don’t get rid of face-time entirely.** Just because an agency is embracing the remote structure doesn’t mean the possibility of in-person meetings is extinct. As of now, people are traveling again and are more open to going to offices. It could be beneficial at the onset of a new team member joining to spend time together IRL. Doing so can help create lasting bonds that foster a better working environment. If it means visiting the office a few times in the first months or staying for an extended period, this is usually a very positive practice in the long run. Assess the needs of both your existing team and your new hire to create the best onboarding experience that works for all. These tips help to foster positive working relationships and strengthen critical functions of the day-to-day to make sure agency culture stands the test of remote structures. **Categories:** Editorial **Tags:** Advertising Industry, Leadership, Recruitment, talented people --- ### [Carmen Love, Founder, Creative Director at Love Collective](https://sashathemensch.com/carmen-love-founder-creative-director-love-collective/) **Published:** June 16, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Carmen-web-1024x576.png)Carmen Love—Founder, Creative Director at Love Collective— has 17+ years of agency experience working for some of the most influential brands in the world. Here’s a glimpse of her mindset when it comes to talent, leadership and lessons the pandemic has taught. **What is the number one quality you look for in talent?** A mix of integrity and curiosity. Most skills can be trained but the way a person sees the world—the degree to which they’re true to themselves, and their level of interest in the unknown—speaks volumes about their creative character. These are people who are intrinsically motivated to find truth and stand by it, even when it’s unpopular or uncomfortable. Their sense of wonder protects them against cynicism and the ordinary. If you consider doing any sort of creative work, there’s a kind of earnest restlessness that goes a long way in finding new solutions, and enjoying that process. I find that the best recruiters are adept at connecting with candidates on a personal level and identifying these qualities in them, whether they say so in as many words or not. **What is something the industry isn’t paying enough attention to that they should?** The fact that remote work is here to stay. That allowing talent to create the circumstances where they are at their happiest and most productive can only be a win-win. That companies who embrace this have a massive advantage over those who don’t—and it’s already changing how talent evaluates job opportunities, compensation, and company culture. **What part of your role as a leader do you find most rewarding?** It’s very much about impact outlasting physical presence. Depending on the role, that can mean winning new business, contributing to a shift in culture, or building up creative talent that continues to succeed long after we’ve left the building. Even more so as an independent creative partner, where every day is day one: it’s an ongoing challenge that keeps me inspired to do my best work. **What is one thing you have learned from the pandemic in 2021 that you hope to carry into the future?** Prototyping as a way of life. We seem to be moving faster and faster through cycles of chaos and reorganization—which can be disorienting, but also provides an incredible amount of freedom to experiment in real time. It’s important to remember that, regardless of circumstances, it’s always possible to create a microclimate where you can thrive on your own terms. And if enough of us are doing that, we can bring about important change for the greater good. **Categories:** Editorial **Tags:** Advertising, Carmen Love, Love Collective, Sasha The Mensch, talented people --- ### [Marcelo Lourenço: «Um resultado como o de 2022 em Cannes pode mudar o mercado inteiro»](https://sashathemensch.com/marcelo-lourenco-um-resultado-como-o-de-2022-em-cannes-pode-mudar-o-mercado-inteiro/) **Published:** July 5, 2022 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Marketeer, Recruitment --- ### [Sasha the Mensch Expands its Team Once Again: The Independent Firm Grows, Appointing Josefina Sierra as Creative Recruiter](https://sashathemensch.com/sasha-the-mensch-expands-hires-new-talent-creative-recruiter/) **Published:** July 13, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/STM-Josefina-23-scaled.jpeg) Sasha the Mensch is expanding its team once again with Josefina Sierra who joins from Argentina as a creative recruiter who will help the firm connect award-winning candidates with top advertising agencies around the world. “Alongside our talented team, Josefina will guide international recruitment efforts for our clients,” said Sasha Martens, President and Founder. “At each turn in the new recruitment landscape, we are challenged to think critically and get creative. Josefina’s work embodies that spirit and we are eager to continue growing as a company with this team in place.” Josefina brings years of experience from her time at JP Morgan Chase Argentina, where she worked across US, Canada and LATAM markets. Prior, Josefina worked as an analyst at Accenture Argentina where she aided in the pricing, forecast review and analysis of contracts. “I am thrilled to join the team at Sasha the Mensch during an exciting growth period,” said Josefina. “The company’s outlook on building diverse global workforces is a strategy I deeply believe in.’ **Categories:** Editorial **Tags:** Advertising Industry, Creative Recruiter, Josefina Sierra, Sasha The Mensch, talented people --- ### [Natasha Romariz Maasri, Executive Creative Director at Leo Burnett MEA](https://sashathemensch.com/natasha-romariz-maasri-iexecutive-creative-director-leo-burnett/) **Published:** August 18, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Natasha-web-1024x576.png) Lebanese & Brazilian, **Natasha Romariz Maasri** has worked on 4 different continents and has received over 60 global and regional awards. She’s an Executive Creative Director at Leo Burnett MEA based in Dubai operating in both the UAE and Beirut offices. **What is the number one quality you look for in talent?** Raw talent, how aware they are about what is happening in the world, but most importantly: passion. A person that has passion is excited, will be open to learn, to look deeper and to constantly try to do better. I’ll always pick a passionate person over very obvious talent. **What part of your role as a leader do you find most rewarding?** Seeing my team excited and fulfilled with the work they have done. **What is the very best career advice you’ve ever received?** When doing an interview, it’s not only the company that is interviewing you, you are also interviewing them. This completely changed the way I approached interviews, and it definitely helped me be less anxious about them. It’s important to know that you are on the same page and share the same work ethics. So find out what is important for you and ask questions. **Categories:** Editorial **Tags:** Advertising, Leo Burnett, Natasha Romari Maasri, Sasha The Mensch, talented people --- ### [Sanjiv Mistry, Executive Creative Director at McCann London](https://sashathemensch.com/sanjiv-mistry-executive-creative-director-mccann-london/) **Published:** September 8, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Sanjiv-web-1-1024x576.png) **Sanjiv Mistry**, Executive Creative Director at McCann London is our newest Q&A participant: A creative leader with a background in law, his work has been recognised with over 200 international awards. **What is the number one quality you look for in talent?** Tenacity is an underrated trait. The best people I’ve ever known in this business are able to stare disappointment in the face one day, then calmly spit in its eye the next. Making great work is not guaranteed. On any given day, a hundred different uncontrollable things could happen to derail or dilute an idea. But top talent, be that creative, account handling, planning or project management, has the unerring ability to duck and weave around those daily pitfalls and keep the idea intact. It’s so easy to live up to the ‘tortured artist’ cliché and be ultra-purist when it comes to creative work, saying you want to either make it perfectly or not at all. But that’s just not how the real world works. Taking something from a hypothetical idea on a piece of paper to become a living, breathing entity in the world takes skill, a calm head and a tenacious spirit. **What is the very best career advice you’ve ever received?** ‘Write hot. Edit cold.’ Just four simple words, given to me by one of my first CDs, have stuck with me for my whole career. It’s about understanding that as creative people we all have a shouty inner critic who sometimes needs to be silenced to allow the creativity to whisper its way around our hearts and brains. No matter what we’re doing – conceptualizing ideas, writing copy, experimenting with design, presenting the work – it’s crucial to have space to let the energy and passion spill out, unburdened and unencumbered. There’s a time and place for self-censorship, but it’s not while we’re in the flow. **What part of your role as a leader do you find most rewarding?** Growth. In every sense. Seeing our people achieving big things and gaining new skills. Solidifying and expanding relationships with clients. Watching a successfully completed project open doors to other parts of the brand’s business. The most satisfying thing is to not just have been a bystander to a person or brand’s growth trajectory, but to have actively nurtured it. **What is something the industry isn’t paying enough attention to that they should?** Fostering greater ethnic diversity at senior management and exec level needs a lot of attention. It’s great that, as an industry, we’ve made huge leaps in recent years to encourage people from diverse backgrounds to join this business at entry-level positions. That is undeniably a good thing. But if we put all the focus there, yet not give equal attention to promoting top people of colour with such force and energy that they smash through the glass ceiling, our efforts will ultimately have been wasted. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Sasha The Mensch, talented people --- ### [How to Evaluate Equity in Company Compensation Packages](https://sashathemensch.com/how-evaluate-equity-company-compensation-packages/) **Published:** September 21, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/pexels-mikhail-nilov-8297031-scaled.jpeg)**Discerning What Matters Most to You When Job-Searching**In today’s competitive hiring landscape, employers hunting for top candidates are dangling the carrot of generous benefits before job-seekers. It’s a page from Silicon Valley’s book, where tech startups have long been famous for offering employees equity and the promise of earning millions after a successful IPO. The advertising industry is no exception to this rule. Big brands with in-house agencies are increasingly offering company equity as part of their compensation packages. There are two different types of equity when companies are starting out: **Restricted stock awards** and **options.** **Restricted stock awards** offer shares of ownership in a company to its employees. With restricted stock, while an employee will usually own stock outright upon the date of the award, the company would also have the right to repurchase the stock if the employee’s services end and it has not vested. The longer they stay, the more shares become vested. With restricted stock, employees should complete a tax filing within 30 days (an 83(b) election) of the employee being awarded shares. **Options** allow employees the right to purchase stock at a future date, with a future exercise price fixed at the current fair market value at the time of the award. The longer an employee remains employed with the company, the more stock the employee will have the right to purchase based on the vesting schedule. One watch-out to be prepared for, however, is that companies can freely issue future equity without the employee’s input. For example, it’s possible that an employee’s award could initially represent a 5% share in a company, and over time as more equity is issued, the employee’s percentage interest could be diluted to much less. So what does being offered equity in a company really mean to employees in the creative business? And is it worth it? Here’s what you need to know to compare options and find the best fit for you. **1. Change Your Negotiation Mindset** First, an important shift in thinking must take place. Of course, employees are seeking the best career and culture fit in their job search, but when it comes to the negotiation phase, you need to think like an investor. When considering equity as part of your package, especially with newer companies, do not be afraid to get into the weeds with your potential employer. Questions like: *Is the business model currently profitable* will save you headaches in the long run. Evaluate whether the employer has a differentiated offering or a unique business model – or whether it has a completely transformative model (think AirBnB, Warby Parker, Dollar Shave Club and the like). **2. Know Key Timelines** To benefit from the equity award made by an employer, you generally have to stay at the company for a certain period of time for the shares to vest and it’s important to know those mile markers. A “cliff” is the period of time between when one is awarded the options and the first vesting moment. The cliff is usually one year long, and subsequent vesting periods happen periodically – perhaps quarterly – triggering an employee’s right to purchase more stock (in the case of options). This may seem no different than a 401k, but advertising is a field known for its sudden shifts, and a change in vision at the top can make people feel like they are trapped just waiting to vest before they can depart. It’s important to ask yourself: *If you join, how long can you commit to staying at the company? Could you earn more if you took a position with all the payment upfront elsewhere?* **3. Be Savvy in Comparisons** With startups, in particular, equity is often given to allow the company to offer less competitive compensation. If the company successfully goes public or gets bought in a big deal, that may lead to a windfall. There is also the possibility the company doesn’t go public or a major acquisition gets shelved, and you are left waiting for all your shares to have value while earning a below-market-rate salary. Separately, equity can be offered as compensation when employees are asked to go above and beyond their roles for different assignments (like opening a new office). Overall, it becomes very difficult to view equity as true compensation. Instead, it should be considered a bonus and not compensation for services rendered. **4. Get Ahead of Tax Implications** Even if all goes well, you stick with a company, it is successful and you are able to realize value from your equity award, there can still be unwanted tax implications. It is not uncommon for people to discover they have a large tax bill in these scenarios. Ask an accountant to help you understand the potential tax implications if your employer does go public and you have a ‘windfall.’ Be sure to understand what happens if the IPO is successful but then the share price drops. When options and equity are a serious part of your compensation package, it shouldn’t be an afterthought that you gloss over with minimal understanding. Instead, you need to do your due diligence prior and know what questions to ask, and how to evaluate what will be best for you. Similar to your health insurance, you need to understand what everything means and what the ramifications are. The main takeaway for workers to know is to tread lightly around the hype that surrounds both big companies and startups alike. Employees often get lost in whether the equity and compensation package makes sense for them both from a career and financial perspective while daydreaming about potential outcomes. Just like any role, focus on the concrete details and the personal factors that will shape your career decisions. **Categories:** Editorial **Tags:** Advertising, Leadership, Recruitment, talented people --- ### [Juliette Cutullic, Creative Recruiter at Sasha the Mensch](https://sashathemensch.com/juliette-cutullic-creative-recruiter-sasha-the-mensch/) **Published:** October 5, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/STM-26-scaled.jpeg) **Juliette Cutullic** has been helping top creative talent build their careers as a recruiter at Sasha The Mensch. In today’s Q&A she shares her journey. **With a background from the French embassy, talk about how you entered the recruitment industry.** I started my career in the entertainment industry, working in cinema festivals and in radio. My interest here led me to working in the audiovisual department at the French Embassy. I later stepped into recruiting and have enjoyed connecting with creatives in the advertising industry. **What would you say to companies who are looking for fresh perspective and new talent right now as many industries are facing the war for talent?** Diversity is key. Unfortunately, many companies commit to DE&I initiatives on paper, but tend to fall through in putting it into practice. I am eager to aid company leaders in changing this. It is important to bring some fresh blood and new vision in the industry. Afterall, the goal of every ad agency and brand is to create authentic work that is reaching diverse audiences – and this starts with the employees. Be more flexible on remote work and hiring international talent. Now that people can work remotely, it opens doors to a wide range of talented international creatives. Agencies shouldn’t be scared about hiring Visas when it means bringing new talents with fresh visions and perspectives. **What advice would you give to those compiling their portfolios in order to stand out for future employers?** There are a few key tips I share with talent. First, remember that your portfolio should reveal who you are as a creative and what you are passionate about. Only include the work that you are most proud of. Your book is your baby and your best asset when it comes to finding your next role, so sweat the details. Add an “About Me” section where you can list your experience (including your job title and the brands or clients that you worked with). Be sure to highlight any awards for breakthrough campaign work, as well as a link to your LinkedIn page for easy contact. **What preparations should candidates consider prior to starting their job search, so that they can have the most effective outcome?** Ruminate and think a lot about what you want to achieve. Do you need to open your mind to different cultures and different crafts? Do you want to strengthen your skills in copywriting at a top shop? Do you want to travel to a London agency before going to the US? Embrace planning for the long term, rather than have a short term vision. Don’t be scared of making a step in a larger market before going to your dream location or dream agency. For those who are relocating to a foreign country for a new role at an agency, be ready for how that may affect you culturally – both in the workplace but also in your personal life acclimating to a new country. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Sasha The Mensch, Talent --- ### [Finding a Fit for all Employees](https://sashathemensch.com/finding-a-fit-for-all-employees/) **Published:** October 25, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/annie-spratt-sggw4-qDD54-unsplash-e1666648232522.jpeg) **Don’t be quick to fire. A skilled leader will spotlight strengths, not give up.** You’ve brought a new employee into your organization with a lot of expectations for success. Within a few months you, or perhaps others in your organization, feel the expectations for that hire are not being met. Ask yourself, what is the margin of error when someone doesn’t work out as intended? Do you cut bait and move on? Or, do you evaluate all of the dynamics that come into play? For example, do you take into account this person’s strengths, or are you only focused on what’s not working? Are you supporting, as an organization, what they do well? Before you cast them out, can you cast them in a better role? **Too often the resolution zeros in on the *individual* as the problem, rather than evaluating all of the dynamics in play.** You have brought a person into your organization and a great deal of time, energy, and money went into the hire search and onboarding process. Consider if there is value in keeping the employee instead of starting over from scratch. Admittedly, sometimes it is right to let a problematic employee go early. But do take a step back and really try and understand whether you are giving the employee a fair chance, or are looking to justify your frustration, or to appear a decisive leader. A hire fast, fire fast approach may seem decisive and strong. But is it shrewd? Will it get you the teams you need in the long run? So, how can leadership better navigate this issue when it arises? Consider soliciting different perspectives at different levels in a company. You may be surprised what you learn about the value each person brings, in specific ways. One person could be a great mentor, another super resourceful. You might unravel some interpersonal dynamics or find out the person you thought was your star player is just really good at just kissing up and kicking down. In science, we use a ‘control’ for experiments to eliminate one’s own bias. Maybe a good way to evaluate the situation would be to shift the person onto another account with a divergent group. Or maybe switch roles, and try a known performer to see how they do in the same situation. Also consider the importance of an employees’ trust in leadership. You may garner more loyalty from your entire team if they see you give support to others. Also, it may then serve to ask others in the organization to put their time and efforts into a challenging brand or client. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Leadership, Recruitment --- ### [Kenny Blumenschein, Executive Creative Director APAC at TBWAMedia Arts Lab](https://sashathemensch.com/sasha-the-mensch-kenny-blumenschein-executive-creative-director-apac-at-tbwamedia-arts-lab/) **Published:** November 3, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Kenny-web-1-1024x576.png) **What is the number one quality you look for in talent?** Definitely having an opinion and resilience. It’s important to have a voice in a room and be able to articulate why things are great or not. It doesn’t always need to be right. It’s more important that you spark something in the people who are working with you so you can build as a team on the thought. In the moment where you have no opinion there is nothing left to talk about. The second most important quality for me is resilience. Great work very rarely happens overnight. It’s hard work. You need to be able to go back to the drawing board every day, questioning the status quo and being able to make the idea sharper as it was yesterday – and most importantly having fun by doing so. **What is something the industry isn’t paying enough attention to that they should?** There is a powershift that happened during/after the pandemic. We are in a world where talents can choose where and with whom they want to work. On the other hand, our industry is calling people back to the office for some days and they think it’s already a step into the direction of understanding talent needs. However, I believe it’s still very much an employer based point of view – “I want you to come to the office and I give you the freedom to decide when”. Instead of designing the office experience incredibly desirable for talent to come to the office because they want to. **What part of your role as a leader do you find most rewarding?** The best part of being a leader is witnessing people’s personal growth – helping the people you lead achieve more than they ever dreamed possible. Nothing is as rewarding as chaperoning someone through the process of self-discovery, setting big goals, achieving personal growth and learning the power of persistence. **What is one thing you have learned from the pandemic in 2021 that you hope to carry into the future?** We don’t need to put talent in a cage to come up with golden eggs. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Sasha The Mensch, talented people --- ### [Erick Rosa, Chief Creative Officer of Publicis Groupe Japan](https://sashathemensch.com/sasha-the-mensch-erick-rosa-chief-creative-officer-of-publicis-groupe-japan/) **Published:** November 30, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Erick-web-1024x576.png) **What is the number one quality you look for in talent?** Curiosity and kindness. Curiosity because creativity feeds off of it. Kindness because this business and the world \[just open any news site these days\] can be pretty tough on people. **What part of your role as a leader do you find most rewarding?** Empower people and open as many doors as possible in the process \[not necessarily just in the creative department\]. Understand that when you help creators and their ideas come to life, you are creating a good and healthy cycle in the agency. Because when they do, businesses prosper, and the people behind these ideas are celebrated, empowered, and grow. **What is the very best career advice you’ve ever received?** There’s no such thing as work and life balance. The life part is overwhelmingly more important than the work part. Life should weigh heavier by a long margin. It is safe to say that it was when I tipped the scales that way– my work improved dramatically. **You have lived, worked and studied in the US, Brazil, Portugal, Singapore and Japan, what advice would you give someone who is interested in working internationally?** Fall in love with a country and its culture first and then with an agency in that country. Not the other way around. Moving to a country you love –will make you want to do the best work in any agency– just to continue to live in that city. **What is one thing you have learned from the pandemic in 2021 that you hope to carry into the future?** It’s hard because if we see the numbers, the pandemic is very much present. We’ve just learned to live with it, but it continues to exist. I think that one thing that I learned or hit me the hardest is– how much we took for granted before. Being with people, friends, family, travel, just getting out. The simple things that have become much more complex. And they have an impact on life and work. **What was the biggest adjustment you had to make working in Japan?** The language, by far. My first language is Portuguese and I speak English. And as a creative, a large part of my work is to tell stories, engage people on the other side of the table.But in Japan, most of the meetings and presentations are done through an interpreter. **What is something the industry isn’t paying enough attention to that they should?** I think that there are seismic changes on all fronts. What we consume, how we do that. And it changes every day. It’s less of what we aren’t paying attention to— and more of paying increased attention to these changes as they happen as I write \[and you read\] this. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Sasha The Mensch, talented people --- ### [This Holiday Season, Consider Hiring More Talent](https://sashathemensch.com/sasha-the-mensch-this-holiday-season-consider-hiring-more-talent/) **Published:** December 6, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/pexels-kindel-media-7688336-scaled.jpeg) **Why It’s Wise for Agencies to Hire During Slow Periods** A fair warning before we get into things. I intend to suggest an idea that flies in the face of recession fears and the standard ‘hiring season’ mindset that companies have followed for decades. It’s not because I recommend that leaders make rash decisions just to disrupt the system. It’s because there are real opportunities and advantages to consider. For many agencies in the advertising industry, hiring is fairly steady throughout the year, sometimes spiking in Spring or when an agency brings on new accounts. However, across the board, agencies go dark in December and January. It’s like the lights go off in HR offices. But the talent pool remains full, and generally speaking, there is more time for leadership to onboard new employees while client deliverables are on pause. We are no longer in the Great Resignation and hiring in 2022 has been strong. November job numbers, [released December 2nd](https://www.cnn.com/2022/12/02/economy/november-jobs-report/index.html), show 263k jobs added and the unemployment rate remaining steady at 3.7 percent. **Here are three reasons to consider ramping up your company hiring during the slow season.** 1\. First, the onset of November and December tends to bring the promise of a new year and folks are often reconsidering their career goals during this time. Companies can strike in this perfect window to catch talent as they look ahead for a fresh start, a new location, or just a change of pace. Employees usually have a bit more breathing room during the slow pre-holidays stint, allowing them more time in their search to find a new role. 2\. Because the majority of other companies are avoiding hiring at the end of the year, your agency can gain a bit of an edge. Candidates are typically more open to conversations in slower seasons and thanks to the timing, you may rank higher in their consideration set. Generally, with leaders in a more relaxed mood around the holidays, interviews have greater potential to or more meaningful conversations. This is in stark contrast to the late January rush, when the bell rings and everyone is ready to spend their hiring budgets and rush new employees through the doors. 3\. Another big advantage is that it can allow for a more flexible transition time. Thinking about what it might require for relocation or just general settling in, your new hire will have a reasonable four to six weeks to come on board, rather than the sprint to start full-on in the standard two weeks. The more flexibility here, the more established your new employee will be to hit the ground running early in the new year. This year in particular presents new challenges for leaders. The potential for a recession looms and, as more brands tighten spending, so will agencies. However, recent layoffs in the tech sector mean that talented folks who once weren’t available may now be considering advertising and marketing roles. Although this is an unfortunate situation, the fact of the matter is that there are more people appearing in the talent pool. To those making hiring decisions in 2023, consider starting the search earlier and striking during the current downtime to help your agency hit the ground running in the new year. For the companies that do leverage this strategy, they are better equipped to start off the year in a positive trajectory because they can focus on what they do best – not on the talent search. In an industry that is all about a competitive advantage, I suggest zigging when everyone else is zagging. There is value in being aggressive and planning ahead – even if just a few steps. You may be able to sign on much-sought-after senior talent while other companies are sleeping through the end of year. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Leadership, Recruitment --- ### [Monique Kaplan, SVP Creative Director at Energy BBDO](https://sashathemensch.com/sasha-the-mensch-monique-kaplan-svp-creative-director-at-energy-bbdo/) **Published:** December 14, 2022 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Diseno-sin-titulo-1024x576.png) **What is the very best career advice you’ve ever received?** You’re only ever as good as your people. The best leaders surround themselves with people who are better than them. **What part of your role as a leader do you find most rewarding?** Watching my team find their own feet and giving them the space to do their thing. I love watching people grow into their roles and find their voice. We all deserve a chance to prove ourselves and what we’re capable of. **What is one thing you have learned from the pandemic in 2021 that you hope to carry into the future?** I was unable to move to the US for over two years during the pandemic and because of the time difference that came with working from South Africa I would start work at 5pm everyday. It taught me that we are more resilient and adaptable than we know. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Leadership, Sasha The Mensch, talented people --- ### [The Value of an Immigration Lawyer](https://sashathemensch.com/sasha-the-mensch-the-value-of-an-immigration-lawyer/) **Published:** January 19, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/pexels-august-de-richelieu-4427498-scaled.jpeg)**What Really Matters to International Talent** As a recruitment firm, we search the globe to find candidates and help them navigate the process of moving to and staying in the country in which they are hired. We are facing an uncertain future; the prospect of layoffs is looming and the political landscape is ever-changing in the United States. I want all foreign nationals working in the U.S.A. to heed a warning: now is the time to reach out to an immigration lawyer. You need someone you can turn to for guidance and who can properly advise you on what is possible and what may be possible, in different scenarios. Sometimes we don’t want to talk to an expert because we won’t like what we hear, but the sooner you know the better. There may be a few roadblocks in your mind to doing this. The cost may be a deterrent, but think of it like health insurance in that you are paying to minimize your risk, to give you some agency over your choices, and to ensure your quality of life. You may feel like your firm’s attorney will help you, but remember, the bottom line is that they are representing the interests of your employer. Your own attorney can help you with your specific situation, and the legalities of your life outside of your job as well. That said, it is important to discuss with your current employer your concerns or issues if you were to be let go and ask if they can provide any additional support or services. I often hear people relying on the advice of friends or colleagues in a similar situation. Soliciting information from others is valuable and can give you insights, but your friends are not lawyers, and each case can be different. I have seen on more than one occasion where creative teams with the same portfolio have different results in the visa process. If you are laid off, speak with a lawyer about how much time you have to find a new position while on your current visa. For example, H-1Bs and O-1s may have 60 days to file a change of employer or change of status petition. The 60-day count could start on the last day of the last pay period if you need to buy more time, but it could also be more strictly interpreted as the last official day of work. The petition must be delivered to USCIS within 60 days. In the event you do not find a position in that time, you should be aware and file a change of status to a tourist visa, which in many cases will grant you another 180 days. You can request a B1/B2 Visa which is a combination of visitor for business or pleasure and you are allowed to continue to interview. Use this information to guide your discussions with YOUR attorney. I am only trying to encourage you to have that discussion, so you are prepared to fight for the future you want. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Recruitment --- ### [André Toledo, Chief Creative Officer at DAVID New York](https://sashathemensch.com/sasha-the-mensch-andre-toledo-chief-creative-officer-at-david-new-york/) **Published:** February 9, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Toledo-web-1024x576.png)**What is the number one quality you look for in talent?** For me, passion is the most important quality for any creative person. We’re always looking for the ones who dream big, that really want to push the boundaries of what’s possible or not. **You launched DAVID in Madrid, going from zero people. What was the biggest adjustment to opening a new office?** Definitely working in such a small team. Which I think was actually what made it the fun part of starting an office. We all had to be 100% hands on. We were too small to just do one thing, to focus on one part of the project. And when we’re all working towards the same direction, even when you’re small, amazing ideas happen. **You are now in New York, what has been the most surprising thing you have observed since arriving?**After opening DAVID in Madrid now we’re onto the same challenge in New York. You always hear that New York is the city that never sleeps, but I couldn’t help being surprised by the fact that every day there’s something interesting, new and fun to do. Inspiration comes from everywhere. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Leadership, Sasha The Mensch, talented people --- ### [Sandra Bold, Chief Creative Officer at Wunderman Thompson Benelux](https://sashathemensch.com/sasha-the-mensch-sandra-bold-cco-wunderman-thompson-benelux/) **Published:** March 30, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/sandra-bold-sasha-the-mensch-1024x576.png) **What has been the most challenging moment so far in your career?** It’s both weird and weirdly rewarding to change countries and start over. **What is the very best career advice you’ve ever received?** Keep your head down and your eyes on the ball. **What is the number one quality you look for in talent?** Willingness to work hard. **If you could attribute one other person or life event to your success, who or what would it be and why?** It’s never just one person. Every person I ever worked with started the butterfly effect of who I am today and where I stand today. I am grateful to all of them. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Leadership, Sasha The Mensch --- ### [This Is Not an Exit: You Are Now Entering the Post-Merger Era](https://sashathemensch.com/this-is-not-an-exit-you-are-now-entering-the-post-merger-era/) **Published:** April 17, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/hand-2722108_1280-1-1024x683.jpeg)For years, people have made sweeping declarations that the holding companies are over. Well, the holding companies aren’t going anywhere, but their role in the broader industry has certainly evolved. In 2014, *[Adweek questioned whether independent agencies could thrive in what it dubbed “the merger era,”](https://www.adweek.com/brand-marketing/can-indie-ad-agencies-thrive-merger-era-157727/)* a period of acquisition after acquisition that became a major marker of adland in the 2010s. The piece noted: “In 2013, the big six holding companies tallied 116 agency transactions—an average of about two per week.” Now, this trend has slowed as independent agencies assert their sustained value in the marketing ecosystem. Independents had a strong presence on *Ad Age* A-List, which was announced in mid-March, with Rethink getting named Creative Agency of the Year. Consider Work & Co. too, which made the Agency Standouts list. The digital agency posted its third consecutive year of double-digit revenue increases, growing 33% to $146 million after a 23% jump in 2021 and a 14% increase in 2020. It increased its staff count to 550 and opened two offices last year, in Atlanta and LA, bringing the total count to eight locations across the U.S., Europe, and Brazil. Mischief serves as a similar example, getting named number one on *Ad Age* A-List in 2022 and number three in 2023. The agency boasts diverse talent, compelling creative work tapped into the cultural moment, and more. So, why aren’t either of these agencies hot targets for acquisition? Have the holding companies lost interest in acquisitions or have independent agencies? Who holds the power? People often assume companies get created with the objective of selling. But advertising has always remained a bit different. Several founders consider their agencies an extension of themselves, and their personalities, and find it difficult to walk away from their creations – no matter the price. Last summer, *Adweek* Agencies Reporter Emmy Liederman [developed an article](https://www.adweek.com/agencies/why-do-agencies-stay-independent/) on why independent agencies stay independent. The short answer? More freedom. Leaders want to call the shots on hires, maintain financial autonomy, and avoid brand conflicts that can arise within holding companies. The importance of these factors became especially pronounced at the height of the pandemic. According to Liederman’s article, “Full-service creative agency Fitzco bought itself back from IPG in 2020, and when the pandemic hit two months later, the shop wasn’t forced to lay anyone off…in contrast, IPG’s annual report showed it cut more than 4,000 jobs during the first year of the pandemic.” With that context in mind, perhaps acquisition has become less of a ubiquitous goal for independent agencies. While independent agencies value avoiding the red tape that can come with holding company ownership, the reality remains that mergers and acquisitions play a crucial role in helping agencies bolster their skill sets. Take, for instance, Wunderman Thompson and VMLY&R. The formation of both agencies stemmed from mutual benefit and market need. Publicis pioneered this notion when forming its Power of One superstructure, allowing for cross-pollination across different brands. With all eyes toward AI, the Metaverse, and emerging technologies, how can independent agencies take a page from the holding companies, enhancing their capabilities and staying ahead of the curve without necessarily succumbing to acquisitions and losing their personal brands in the process? I predict that, over time, we will begin to see more independent agencies merge together, maintaining a nimble, red tape-free approach while growing in scale and skill. Imagine the cultural sensibility of Mischief paired with the heritage of Wieden. Imagine the, well, gutsiness of Gut coupled with what *Ad Age* called the “insurgent creative style” of Atlanta-based indie Chemistry. The possibilities are endless. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Management, Recruitment --- ### [Sasha Martens Of Sasha the Mensch On Five Things You Need To Know To Successfully Manage a Remote Team](https://sashathemensch.com/sasha-martens-of-sasha-the-mensch-on-five-things-you-need-to-know-to-successfully-manage-a-remote-team/) **Published:** April 26, 2023 **Author:** Sasha The Mensch Team **Categories:** Press --- ### [Inger Tanderup, Executive Creative Director at FCB Chicago](https://sashathemensch.com/sasha-the-mensch-inger-tanderup-fcb-chicago/) **Published:** May 5, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Inger-Tanderup-Sasha-the-Mensch-1024x576.jpeg) **If you could attribute one other person or life event to your success, who or what would it be and why?** Success hardly ever happens overnight. It takes 10.000 hours to master a skill. But I did have a very defining moment a few years back, when I faced a major health scare in my family. Until then being a Creative had just been a fun job that I loved doing. The situation forced me to change how I viewed my career in order to support my family. And that led to my success. I finally had the skill set, the ambition and I realized I loved being a creative leader as much as I loved being a Creative. **What part of your role as a leader do you find most rewarding?** I love building up my team and seeing great ideas come to life. I grew up playing team sports, so I carry the team mentality with me and believe it fuels creativity. **What is something the industry isn’t paying attention to that they should?** Age. It’s mind-boggling that we, as an industry, have decided older talent is less good, creative, capable, whatever?!! In my role, I often meet very senior folks who get it and who still excel in their field. I hope that the industry eventually will realize age is not the problem. Our mindset is. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Leadership, talented people --- ### [Breaking Up the Band: The Value of Hiring Outside Your Comfort Zone](https://sashathemensch.com/sasha-the-mensch-breaking-up-the-band-the-value-of-hiring-outside-your-comfort-zone-sasha-martens/) **Published:** May 24, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/pexels-andrea-piacquadio-3760069-scaled.jpeg) A few years ago, I worked with a really successful CCO. When he was looking for an ECD, I noticed that, anytime people were presented to him that were not within or tied to his network, every conversation began with why that person wouldn’t work. The negatives came into greater focus than the positives, driven by fear of the unknown. In the end, the firm hired someone inside the CCO’s network. Finding people you like to work with is hard, so, when you do, it makes sense that you want to cling onto that community as best you can. A few months into a new position, it might feel tempting to bring in your former Chief Communications Officer or EVP, Client Relations. After all, you know that person can get the job done, you work well together, and you like them to boot. But you might be prioritizing the comfort that comes with knowing that person’s background over the specific skills the role requires. I see this situation play out on the creative side frequently; a leader will hire a known entity, someone with proven intelligence or competence, without assessing the specific skills required to move the needle in the open position. To create a growth-focused environment, avoid getting the band back together. Reaching beyond your known network might mean taking a risk, but that risk could yield a high reward. For instance, take a look at what GUT Global CEO Andrea Diquez did during her tenure at DDB Chicago. Over the course of 18 months, she completely rebuilt the agency’s leadership team, hiring folks across a variety of different backgrounds. Her approach had a trickle-down effect, with 100 new hires joining the agency’s total headcount of 240 as of last May. For instance, newly appointed Head of Integrated Production Matt Blitz brought on a team of 95% new employees, a metric that necessitated not only internal promotion, but also hiring beyond pre-existing networks. The result? DDB Chicago became unrecognizable – in the best way. Blitz [told *The Drum*](https://www.thedrum.com/insight/2022/05/09/ddb-chicago-boss-andrea-diquez-explains-her-recovery-plan-legendary-agency): ”I was there during the dark days. I wasn’t sure what was going to happen with DDB to be honest.” What happened was DDB Chicago became a force within the industry – thanks to Diquez’s innovative approach to hiring. In the same article, Chief Strategy Officer Sandra Alfaro, another Diquez appointment, said: ”I think we might be the most diverse leadership team in the industry right now…and I don’t just say ‘diversity’ in the way most people think about it – in terms of ethnicity. We have diversity of experience, on all different kinds of businesses. Diverse backgrounds, diverse experiences, diverse points of view – that’s what we bring to the table.” Diversity comes in various forms, spanning everything from gender, sexual orientation, age and religion – and it leads to better business results. [According to *Harvard Business Review*](https://hbr.org/2013/12/how-diversity-can-drive-innovation), more diverse companies are 70% more likely to capture more markets, reaching a wider audience and turning a greater profit. When you’re hiring inside your network, you’re more likely to attract people with similar schooling, career experiences, and worldviews as yourself. This cycle leads to repeated replication instead of growth, while also perpetuating what LinkedIn Executive Chairman Jeff Weiner calls “the Network Gap.” According to LinkedIn data, “a single connection makes a huge difference and can change the trajectory of a career. Having at least one connection at a company makes you six more likely to get a job there and having a formal referral from that connection makes you nine more likely to get the job,” [as reported by *Axios*](https://www.axios.com/2019/09/26/linkedin-inequality-network-gap-job-opportunities) in 2019. Hiring inside your network stunts potential. Looking beyond that limited pool helps level the playing field, opening up the potential for a more eclectic mix of perspectives. So, find someone on your team who can hold you accountable when it comes to keeping pre-existing biases or preferences in check. A multiplicity of backgrounds leads to challenging conversations born from difference. Tapping into that has the potential to yield strategic and creative benefits that take your company – and, by extension, your industry – to new heights. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Recruitment, Talent --- ### [ADVERTISING SALARY GUIDE—WHY COMMERCE JOBS ARE IN DEMAND DESPITE A TOUGH ECONOMY](https://sashathemensch.com/advertising-salary-guide-why-commerce-jobs-are-in-demand-despite-a-tough-economy/) **Published:** June 1, 2023 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Ad Age, Advertising, Advertising Industry --- ### [PEPSI’S NEW LOGO REIGNITES DEBATE ABOUT AGENCIES NOT GETTING CREDIT FOR CREATIVE WORK](https://sashathemensch.com/pepsis-new-logo-reignites-debate-about-agencies-not-getting-credit-for-creative-work/) **Published:** May 30, 2023 **Author:** Sasha The Mensch Team **Categories:** Press --- ### [Kiska Howell, EVP | Executive Business Lead at DDB](https://sashathemensch.com/sasha-the-mensch-kiska-howell-evp-executive-business-lead-ddb/) **Published:** June 16, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/kiska-web-1024x576.png) **What has been the most challenging moment so far in your career?** My first day in an agency. I went from being a high school teacher and dance coach, to an Assistant Account Executive at age 30. An early mid-life crisis and career change. I’ve spent every day since making up for lost time, using nothing but my drive, hunger, and pure love for the work to prove that I belong here. **What is the very best feedback you’ve ever received?** Early in my career, someone I highly respected told me that I “shovel a lot of shit.” Interestingly enough, that simple phrase stuck with me and has become my daily mantra. I thrive when things get crazy chaotic, and messy—and am happiest when doing whatever necessary to get things where they need to be. **What are you most proud of?** I value most the relationships I’ve built, especially those with my creative peers. I like to think I push them to make work that has never been done before, work that we’ll be proud of for years to come. And while they may find me a bit demanding at first—or more than a bit, depending on who you ask—there’s no better feeling than winning a team over. **What makes for the best client & agency relationships?** As our industry has gotten more and more competitive, client and agency relationships have become transactional and often lack trust in the creative process. But agencies cannot be “vendors”—we need to build a partnership rooted in candor, honesty, and real trust in a shared creative vision. If we’re working together, I’m going all in. We’ll be texting, debating, and pushing one another to build the business together. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Leadership, Talent --- ### [La importancia de contar con un abogado de inmigración](https://sashathemensch.com/sasha-martens-la-importancia-de-contar-con-un-abogado-de-inmigracion/) **Published:** June 22, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/pexels-august-de-richelieu-4427498-scaled.jpeg) **Lo que verdaderamente importa para el talento internacional** Como consultora de reclutamiento, en Sasha the Mensch buscamos candidatos por todo el mundo y los ayudamos a navegar el proceso de mudarse y establecerse en el país donde son contratados. Nos enfrentamos a un futuro incierto: se avecina la posibilidad de despidos y el panorama político en Estados Unidos está en constante cambio. Quiero enfatizar esto para todos los trabajadores extranjeros en Estados Unidos: ahora es el momento de buscar un abogado de inmigración. Necesitás alguien que pueda guiarte y asesorarte adecuadamente sobre las posibilidades en diferentes escenarios. A veces evitamos hablar con un experto porque no nos gustará lo que escuchemos, pero mientras antes sepas, mejor estarás preparado. Es posible que tengas algunas objeciones al respecto. El costo puede ser un obstáculo, pero considera que es similar a un seguro de salud, ya que estás invirtiendo para minimizar tu riesgo, tener cierto control sobre tus decisiones y garantizar tu calidad de vida. Es posible que pienses que el abogado de tu empresa te ayudará, pero recordá que en última instancia él representa los intereses de tu empleador. Un abogado propio puede brindarte asistencia sobre tu situación específica, así como en cuestiones legales relacionadas con tu vida fuera del trabajo. Dicho esto, es importante discutir con tu empleador actual tus preocupaciones o situaciones en caso de despido, y preguntar si te pueden proporcionar algún tipo de apoyo adicional o servicios. Con frecuencia escucho a personas que confían en los consejos de sus amigos o colegas que están en una situación similar. Si bien solicitar información a otros puede ser valioso y darte ideas, es importante tener en cuenta que tus amigos no son abogados y que cada situación puede ser diferente. He presenciado en varias ocasiones equipos creativos con el mismo portfolio que han obtenido resultados distintos en el proceso de obtención de visas. En caso de despido, consultá con un abogado sobre el plazo que tienes para encontrar un nuevo empleo mientras te encuentras en tu visa actual. Por ejemplo, los titulares de visas H-1B y O-1 pueden disponer de 60 días para presentar una petición de cambio de empleador o cambio de estatus. El conteo de los 60 días podría comenzar en el último día del último período de pago si necesitás ganar más tiempo, aunque también podría interpretarse de manera más estricta como el último día oficial de trabajo. La petición debe ser entregada a USCIS dentro de esos 60 días. En caso de que no encuentres un puesto durante ese tiempo, es importante que sepas que podés solicitar un cambio de estatus a una visa de turista, lo cual en muchos casos te permitirá obtener otros 180 días. Podés solicitar una Visa B1/B2, que es una combinación de visitante para negocios o placer, y te permitirá continuar realizando entrevistas. Utilizá esta información como guía en las conversaciones con TU abogado. Mi intención es animarte a tener esa conversación para que estés preparado para luchar por el futuro que deseás. **Categories:** Editorial **Tags:** Creative Recruiter, Recruitment --- ### [Sasha the Mensch Names Jose Raul Campos Mendez New Advertising Recruiter](https://sashathemensch.com/sasha-the-mensch-names-jose-raul-campos-mendez-new-advertising-recruiter/) **Published:** July 10, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/STM-Mayo-2023-14.jpeg) *Global Recruiting Firm Expands by Tapping Fresh Talent* **July 10, 2023 – New York, NY –** Today, global recruiting firm [Sasha the Mensch](https://www.linkedin.com/company/sashathemensch?trk=public_profile_topcard-current-company) announces it has appointed [Jose Raul Campos Mendez](https://www.linkedin.com/in/joseraulcm/) as its newest Advertising Recruiter. His responsibilities include sourcing and screening candidates, conducting interviews, and finding new job leads, all while building and maintaining candidate relationships. Based in Buenos Aires, Mendez will report to Founder and President Sasha Martens. “Having started and scaled his career in Argentina, Jose brings a global perspective and the customer service skills necessary to succeed at Sasha the Mensch,” said Martens. “With his collaborative approach and aptitude for teamwork, I have no doubt Jose will build strong relationships with candidates that lead to ideally suited job placements time and time again.” A passionate and enterprising people person, Mendez has over a decade’s experience in administrative account and human resources. Most recently, he worked as a Specialist at IT company Trinus Corporation and, before that, spent four years as an Account Analyst at global agribusiness brand COFCO International in Buenos Aires. “I’m thrilled to join the Sasha the Mensch team,” said Campos. “Everyone has a strong strategic mindset, excellent interpersonal skills, and understanding of true teamwork, all of which I value greatly. I look forward to helping deliver on the company’s mission of connecting award-winning candidates with top advertising agencies worldwide.” **Categories:** Editorial, Press **Tags:** Advertising, Advertising Industry, Recruitment, Sasha The Mensch, talented people --- ### [Nellie Kim & Chris Hirsch, Co-Creative Directors at The Creative Dept., San Francisco](https://sashathemensch.com/sasha-the-mensch-nellie-kim-chris-hirsch-co-creative-directors-at-the-creative-dept-san-francisco/) **Published:** July 27, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/NellieChris-Web-1024x576.png) **If you could attribute another person or life event to your success, who or what would it be and why?** Meeting each other 18 years ago. It kickstarted everything that brought us to where we are today. As a young creative team, we immediately shared a drive and passion for creating great work and a combined understanding of when we needed to keep pushing. This was critical as we grew into our roles as Partners/Executive Creative Directors in charge of an entire agency, and is even more relevant now as we get back to working as a creative team again in our very own endeavor, The Creative Dept. **What is the number one quality you look for in talent?** Obviously, great creative thinking, accountability, and sincere passion are essential qualities when seeking out any talent. But on top of that, we always gravitate towards individuals who are just genuinely good people as well. You’re in the trenches together under some very trying circumstances. So you want people that you actually like to be around. Whether they make you laugh or have a unique way of looking at the world, ask yourself, would you want to sit next to this person on a 6-hour flight? It’s incredible how fast that question can clear up a debate over a hire. **Best career advice?** Getting great work done is going to hurt a little bit. We learned this very early on. You’re going to hear “no” a lot. You’ll have to grind some ideas out. Sometimes pivot, and push those ideas back up the hill. But the more pushback you get, the better the chance you’re onto something great. If they’re saying it can’t be done, that’s probably because no one has done it before. And isn’t that what we’re supposed to be shooting for in the first place? **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Talent --- ### [R/GA LAUNCHES FRACTIONAL WORK PROGRAM FOR AGENCY ALUMNI](https://sashathemensch.com/1922-2/) **Published:** July 28, 2023 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Ad Age, Advertising, Advertising Industry --- ### [AI Set to Upend the Talent Search at Ad Agencies and Brands](https://sashathemensch.com/ai-set-to-upend-the-talent-search-at-ad-agencies-and-brands/) **Published:** August 8, 2023 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Advertising Industry, Creative Recruiter, Recruitment --- ### [Vaishnav (Vaish) B., Creative Director APAC, Publicis](https://sashathemensch.com/sasha-the-mensch-vaishnav-vaish-b-creative-director-apac-publicis/) **Published:** August 22, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Vaishnav-Web-1024x576.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** Quitting journalism was a pivotal moment for my success. During my time as a photojournalism student in University, I worked as a part-time stringer for national dailies. In my final year, I found myself covering a significant anti-government protest and submitted my story to one of India’s top and highly respected newspapers. They accepted it. However, when the article was published, it bore little resemblance to the truth—I discovered that the photos had been manipulated, and the text was rewritten to align with the government’s agenda. This experience shattered my faith in Indian investigative journalism, leading me to make a bold decision: I shifted my focus to advertising. In this new field, I believed my ideas could be expressed authentically, without compromising their essence. This shift proved to be a turning point, as it enabled my ideas to flourish and contributed significantly to my subsequent success. **What is the number one quality you look for in talent?** Adaptability: The creative industry is constantly evolving and changing, so individuals who are flexible and adaptable are certainly better equipped to navigate these fresh challenges. **What is something the industry isn’t paying attention to that they should?** Mental health. **What is the very best career advice you’ve ever received?** Care about what you do, and do what you care about. **What part of your role as a leader do you find most rewarding?** The most rewarding aspect of my role as a leader is discovering the perfect fit for each team member and witnessing their remarkable growth. I’ve come to understand that it’s not always a matter of unwillingness; it can simply be a case of individuals being unable to perform certain tasks. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months?** What ignites my fire within the past 12 months is still a work in progress. Hush-hush, for now, can’t spill the beans just yet. But mark my words, this ground-breaking idea will reshape the very fabric of possibilities for Indian women in STEM, empowering them to not only enter but thrive in this domain. It’s a force so potent, it will make waves that reverberate across the subcontinent. Brace yourselves! **What has been the most challenging moment so far in your career?** Uprooting myself and venturing across borders. A bold leap into the unknown. Grappling with diverse cultures, befriending strangers. A rollercoaster ride of unraveling norms and forging fresh connections. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Talent --- ### [Encontrando un lugar adecuado para cada empleado](https://sashathemensch.com/sasha-the-mensch-encontrando-un-lugar-adecuado-para-cada-empleado/) **Published:** August 17, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/annie-spratt-sggw4-qDD54-unsplash-e1666648232522-2-1024x702.jpeg) **No te apresures a despedir a tu talento. Un líder habilidoso resaltará las fortalezas y no se dará por vencido.** Has incorporado a un nuevo empleado a tu organización con grandes expectativas de éxito. Sin embargo, en cuestión de meses, tú o quizás otros en tu organización, empiezan a sentir que las expectativas para esa contratación no se están cumpliendo. Antes de tomar una decisión drástica, ¿te has preguntado cuál es el margen de error cuando alguien no cumple con lo esperado? ¿Es cuestión de tirar la toalla y tomar otro camino? ¿O esperas a evaluar todas las dinámicas que entran en juego? Por ejemplo, ¿estás teniendo en cuenta las fortalezas de esta persona, o te estás enfocando únicamente en lo que no está funcionando? ¿La organización está brindando apoyo a lo que esta persona hace bien? Antes de echarlo, ¿puedes ubicarlo en un puesto más acorde? **Con demasiada frecuencia, la resolución se enfoca en el *individuo* como el problema, en lugar de evaluar todas las dinámicas en juego.** Has incorporado a una persona a tu organización y se ha invertido una buena cantidad de tiempo, energía y dinero en el proceso de búsqueda e incorporación. Considera si es más valioso mantener al empleado en lugar de comenzar desde cero. Es verdad que en ciertas ocasiones es más apropiado desvincular a un empleado problemático de manera temprana. Sin embargo, será útil dar un paso atrás e intentar comprender si realmente estás brindando al empleado una oportunidad justa o si estás buscando justificar tu frustración o aparentar ser un líder decidido. Un enfoque de contratar y despedir rápidamente puede parecer decisivo y contundente. Pero, ¿es realmente inteligente? ¿Te proporcionará los equipos que necesitas a largo plazo? Entonces, ¿cómo puede el liderazgo atravesar este problema de una mejor manera? Considera solicitar perspectivas diferentes a distintos niveles de la empresa. Podrías sorprenderte al descubrir el valor que cada persona aporta de manera específica. Un individuo podría ser un excelente mentor, otro muy ingenioso. Podrías desentrañar dinámicas interpersonales o darte cuenta de que la persona que considerabas el capitán de tu equipo, en realidad, es hábil en el arte de la adulación hacia arriba y la crítica hacia abajo. En el ámbito científico, se utiliza un ‘control’ en los experimentos para eliminar nuestro propio sesgo. Tal vez una manera efectiva de evaluar la situación sería reubicar a la persona en otro proyecto con un grupo diferente. O quizás cambiar los roles, y probar poniendo a otro miembro del equipo para ver cómo se desenvuelve en la misma situación. También debes considerar la importancia de la confianza de los empleados en el liderazgo. Podrías ganar mayor lealtad de todo tu equipo si te ven brindando apoyo a otros. Además, podría resultar beneficioso pedir a otros miembros de la organización que inviertan su tiempo y esfuerzo en una marca o en un cliente desafiante. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Leadership, Recruitment --- ### [Navigating the Complex Dynamics of Spousal Employment in International Relocations](https://sashathemensch.com/sasha-the-mensch-navigating-complex-dynamics-spousal-employment-international-relocations/) **Published:** September 20, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/artur-tumasjan-KZSNMN4VxR8-unsplash-scaled.jpeg) On paper, it sounds like a dream. Move to a foreign country. Experience a new culture, one that might come with perks like [a year’s worth of paid parental leave](https://www.nhs.uk/pregnancy/finding-out/maternity-and-paternity-benefits-and-leave/#:~:text=Statutory%20Maternity%20Leave,ve%20worked%20for%20your%20employer.). But, as I’ve heard from my network time and time again, the lifestyle expats get to embrace often comes with hardships for their spouses. Moving abroad for a job opportunity often means one partner takes on the primary work-related responsibility, while the other’s career takes a backseat. This imbalance puts pressure on a single paycheck in many instances and has the potential to generate resentment from the non-working, or trailing, spouse. The US makes it particularly difficult for trailing spouses. In other countries such as France, Germany, and the UK, a clear pathway to work exists for the trailing spouse. But, if a person comes to the US to work on an H1-B or O-1 visa, the trailing spouse cannot work unless he or she gets their own visa, which can prove quite difficult. As one of my contacts rightly pointed out, it’s easier for companies to simply hire US citizens versus going through a visa process. So, their person who is working often ends up needing to get a green card as quickly as possible, a notoriously laborious process. In the meantime, the pressure of maintaining the job generating the family’s income – and providing them with that visa – creates a massive amount of pressure. L1 visas allow workers to transfer from their company abroad to the US, and their spouses have the opportunity to work too. But, if they lose their visas, then the spouse loses the right to work as well and the entire house of cards falls apart. In addition to this pressure around job security, lack of work can lead to lack of motivation and purpose, causing resentment to fester. While the entire family might feel cut off from pre-existing resources and connections, the working spouse will have the outlet of the office, a means of making new connections and acclimating to a new world order. Meanwhile, the trailing spouse, straddled to the domestic sphere, has only the confines of their home transplanted into a foreign setting. [*Expat Insider*](https://www.internations.org/expat-insider/2018/#:~:text=In%20total%2C%2018%2C135%20expats%20from,into%20life%20abroad%20in%202018.) revealed that only 13% of traveling spouses were employed while abroad in 2018, underscoring this problem as a widespread one. Remote work has helped mitigate some of these issues, creating more opportunities for trailing spouses to continue their careers – so long as they qualify for spousal visas. But while remote work might provide a sense of purpose and combat feelings of career stagnation, it fails to supply the sense of in-person community people often need in a new setting. People who work and live in their home country are less likely to develop depression, including traveling spouses. In the case of remote work, socialization still remains somewhat limited amidst a new environment, putting undue pressure on the working spouse to become all things to the trailing spouse. Meanwhile, the trailing spouse continues to feel isolated. Another strategy? The one I advocate for? Consider a phased move. In my experience, it reduces the immediate pressure on everyone. It allows one member to adjust to the new country and start getting organized versus having to find a house, adjust to a job, and finding schools if they have children. While navigating this inevitable transition, expat couples can and should take steps to prevent this dynamic from harming their relationship. In my years as a global recruiter, I’ve heard countless anecdotes from people who struggle to surmount this challenge – and ultimately make it work. From couples’ therapy to date nights to foreign language classes to friends-and-family FaceTimes to studying and developing new skills, get creative to keep the connection alive and build new roots abroad. It also doesn’t hurt for the trailing spouse to find alternative ways to get involved in the local community, from continuing education,book clubs to volunteer groups; this kind of entrenchment helps build connections, the kind of connections that ultimately have the power to lead to the ideal abroad job. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Recruitment, Talent --- ### [Allen Yu, Creative Director, VCCP US](https://sashathemensch.com/sasha-the-mensch-allen-yu-creative-director-vccp-us/) **Published:** September 27, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/AllenYu_Web-1024x576.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** My wife. I can list a handful of mentors who pushed me along the way, but at the end of the day, it’s the one person who has always been there for me. She was there, throughout my entire journey. Supporting me during the long hours, weekend work, and even on holidays. You need someone who understands the game, and carries the team, so that I can play my part. **What is the number one quality you look for in talent?** The ability to collaborate. They need to work well, but also work well with others. If you’re in this industry, I already know you have the skillset. When you are able to collaborate, then it unlocks a certain energy. It keeps the entire team motivated, positive, and ultimately leads to good work faster. **What is the very best career advice you’ve ever received?** Don’t overthink. I tend to second guess and it slows down the process for everyone. The best mentors all gave me this advice to make decisions swiftly and confidently. It may not always be the right decision, but that’s okay. The team respects conviction vs. uncertainty. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Talent, talented people --- ### [15 top advertising industry recruiters short-staffed companies need to know](https://sashathemensch.com/15-top-advertising-industry-recruiters-short-staffed-companies-need-to-know/) **Published:** February 1, 2024 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Business Insider, Recruitment --- ### [Santiago Keller Sarmiento, Founder and President "El Ojo de Iberoamérica" International Festival](https://sashathemensch.com/sasha-the-mensch-santiago-keller-sarmiento-founder-and-president-el-ojo-de-iberoamerica-international-festival/) **Published:** October 26, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Santiagokeller_Web-1024x576.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** Without a doubt the upbringing provided by my parents, their perspective on life, the quality of education I’ve received, the life experiences, and, most importantly, the attitude towards life instilled in me by my family and my surroundings. **What is the number one quality you look for in talent?** Attitude. Attitude leads to passion, to putting love into the things one does, to being a perfectionist, and to finding solutions to the obstacles and problems one may encounter both personally and professionally. If you have the right ATTITUDE, everything else can be learned. **What is something the industry isn’t paying attention to that they should?** We live in a society that is desperate for individual success at any cost. However, no one can be truly happy if the society they live in is not, nor can one fulfill themselves in a community full of people who are suffering. We must be more aware of the importance of contributing to creating a fair, democratic, inclusive, compassionate, diverse society while also recognizing that we need to leave a habitable planet for future generations. The planet we have is not truly ours; it’s a loan given to us by our children, and we must hand it over to them in good conditions. What is the very best career advice you’ve ever received?** It came from my mother, every time I faced uncertainty about the prospect of launching my own business and departing from the comfortable and secure job I held at the time, or when I was on the brink of tackling a new challenge. “If you genuinely believe in something, embrace your fears and go ahead with your projects.” **What part of your role as a leader do you find most rewarding?** Achieving the transformation of what was once deemed impossible into the realm of possibility, turning problems into opportunities. **What are you most proud of in the last 12 months?** Everything we have accomplished so far, in remaining relevant and consistently pushing our own boundaries and helping the industry do so as well. **What has been the most challenging moment so far in your career** When I decided to create a platform that focused on creativity from a Latin perspective, rooted in our Latin realities and cultures, many people told me that no one would be interested, and that everyone only wanted to see what was happening in London or New York. I had the courage to leave the comfortable partnership I had in my previous company and ventured to create LatinSpots. I pioneered a new category, transformed it, and nurtured its growth year after year, with the satisfaction that today everyone is eager to see and draw inspiration from the creativity emerging from Latin talent and that El Ojo de Iberoamérica has become a reference for the best creativity, lots of inspiration, and how talent and attitude can transform reality. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Festival, Q&A, Talent, talented people --- ### [WHY AD AGENCIES ARE STILL RELYING ON PORTFOLIO SCHOOLS FOR HIRING—INSIDE THE GROWING DEBATE](https://sashathemensch.com/why-ad-agencies-are-still-relying-on-portfolio-schools-for-hiring-inside-the-growing-debate/) **Published:** November 2, 2023 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** AdAge, Advertising, Advertising Industry --- ### [Mastering Executive Recruitment: Balancing Reputation and Results for Success](https://sashathemensch.com/sasha-the-mensch-mastering-executive-recruitment-balancing-reputation-and-results-for-success/) **Published:** November 28, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/hunters-race-MYbhN8KaaEc-unsplash-scaled.jpeg) Hiring at the executive level always comes with challenges. Professionals entering into a C-suite position join with high-stakes expectations, faced with the pressure of making an immediate impact. [Per Barron’s](https://www.barrons.com/articles/ceo-tenure-2023-57babe30), “according to an about-to-be-released study by Equilar, which tracks corporate leadership, the average tenure for S&P 500 CEOs between 2013 and 2022 was down 5.2% — from 7.6 years to 7.2 years. But looking at the median, or midpoint, reveals a more dramatic shift: During the same period, the median CEO tenure plunged 20%, from six years to 4.8 years.” Pressure to perform or get booted translates to a justifiably intense focus on quick-turned-sustained success. Recruiters and HR professionals understandably place a premium on seeing measurable, immediate results from new executive hires out of the gate, as a mis-hire can prove costly. According to [a survey conducted by CareerBuilder back in 2017](https://www.prnewswire.com/news-releases/nearly-three-in-four-employers-affected-by-a-bad-hire-according-to-a-recent-careerbuilder-survey-300567056.html), 74% of employers have admitted to hiring the wrong person for a position, leading to the company losing 30% to 150% of the employee’s first-year salary in revenue. With an entry-level employee, that percentage leads to a lesser loss in profit. For a C-level hire bringing in between six and seven figures, losing 150% of that executive’s salary can have an outsized impact on a company’s financial success. While no single formula can guarantee the perfect hire, a strategic balance between reputation and results in the vetting process has the power to drive stronger outcomes. This effort begins with identifying organizational needs. Upon determining those key skills, develop a clear brief that can serve as the central framework for vetting hires. Need someone who can convert prospects into new business? Take a look at executives who brought in wins during prior tenures. Want to enhance company culture? Look for professionals who have track records of building successful teams and driving results. It can become tempting to take a look at an executive’s LinkedIn and, in seeing a series of household names and brands, fight to hire them immediately. However recruiters and HR professionals must separate organizational and individual success. An agency might have won a string of brands under a CPG giant under a particular Chief Strategy Officer’s tenure – but that CSO might have converted those wins on the backs of their team members. Time and again, I have seen people get plucked from the hottest agencies for recruiters to discover that that person’s successes tie to their former workplace at large versus their individual prowess. Verifying individual involvement in past successes during the interview process can help mitigate this issue from the outset. When advertising agencies search for Chief Creative Officers, award success often serves as the standard metric for consideration. But while Lions and Clios confirm a certain level of pedigree, HR professionals and recruiters must consider those successes as part of a broader set of criteria. I suggest ensuring that the demands of the prior and current roles match, considering the distinction between internal and external leadership skills. Let’s say a CCO spent ten years running the Nike account at one agency before moving over to a competitor. In their new role, the executive in question becomes tasked with managing a diverse book of business in the fintech space, as well as a large team, for the first time. Lack of exposure to a less sexy vertical, paired with limited managerial experience, might prevent that CCO from seeing the limitations of the sector, misplacing blame on the team for developing more cut-and-dry creative. Ultimately, finding the ideal C-level hire comes down to a focus on balance – balance between reputation and results, internal and external management skills, professional and people skills. By taking a holistic approach to vetting prospective executive hires, you have the power to ensure sustained financial and cultural success for your company. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Recruitment, Talent --- ### [Kevin Lynch, Proprietor at The Wrong Agency](https://sashathemensch.com/sasha-the-mensch-kevin-lynch-proprietor-at-the-wrong-agency/) **Published:** November 30, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/KevinLynch_Web-1024x576.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** Dorky as it sounds, my dad. He passed on an insane work ethic. And he let me goof around and search for the right career without looking at his watch when my university career hit the 4–year mark. At the time, I was mildly appreciative. Today, I’m immensely grateful. **What is the number one quality you look for in talent?** I look for resilience. The ability to hear criticism of their work, understand it, not take it personally, and turn it into even better work is an increasingly rare and valuable quality. **What is something the industry isn’t paying attention to that they should?** It’s probably time for us to rediscover our swagger. To start acting with more confidence and less fear. To recognize that while collaboration is often key, sometimes the best thing you can bring to a situation is stubbornness. Not always. But definitely sometimes. **What is the very best career advice you’ve ever received?** When I was looking for my first job, a copywriter told me, “Often in this business, it’s persistence above brilliance” and I continue to honor her advice. The fact is, the better the idea, the harder it will have to fight its way through an armada of no’s. **What part of your role as a leader do you find most rewarding?** Individually, I love watching someone develop the ability to create or champion ideas they wouldn’t have even recognized before. Organizationally, I love creating an environment where bravery is the norm and failure is welcome. **What are you most proud of in the last 12 months? What milestones do you most look forward to over the next 12 months?** This month, I launched [The Wrong Agency](https://we-are-wrong.com/) in Malmö, Sweden. A year from now, if we still don’t have any clients, I will be awash in satisfaction that we were able to remain on–brand. I’ll be financially ruined, but emotionally elated. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Q&A, Talent, talented people --- ### [Cómo navegar las complejas dinámicas del empleo conyugal en relocalizaciones internacionales](https://sashathemensch.com/sasha-the-mensch-como-navegar-las-complejas-dinamicas-del-empleo-conyugal-en-relocalizaciones-internacionales/) **Published:** December 21, 2023 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/artur-tumasjan-KZSNMN4VxR8-unsplash-scaled.jpeg) En teoría, suena como un sueño. Mudarse a un país extranjero. Experimentar una nueva cultura, una que podría tener beneficios como un año completo de licencia parental remunerada. Sin embargo, como he escuchado en mi círculo una y otra vez, el estilo de vida del que disfrutan los expatriados conlleva dificultades para sus cónyuges. Mudarse al extranjero por una oportunidad laboral generalmente implica que de la pareja, uno asuma la responsabilidad principal relacionada con el trabajo, mientras que la carrera del otro pasa a un segundo plano. Este desequilibrio en muchos casos pone presión sobre un solo salario y tiene el potencial de generar resentimiento por parte del cónyuge que no trabaja o que acompaña a la persona que trabaja. En Estados Unidos, la situación se complica especialmente para los cónyuges que acompañan al trabajador. A diferencia de países como Francia, Alemania y el Reino Unido, que cuentan con un camino claro para que el cónyuge pueda encontrar empleo, en Estados Unidos, si alguien viene a trabajar con una visa H1-B u O-1, el cónyuge que lo acompaña no puede trabajar a menos que obtenga su propia visa, lo cual puede resultar bastante complicado. Como señaló acertadamente uno de mis contactos, a las empresas les resulta más fácil contratar a ciudadanos estadounidenses en lugar de pasar por un proceso de visado. Por lo tanto, la persona que trabaja a menudo se ve obligada a obtener una green card lo más rápido posible, un proceso famoso por su dificultad. Mientras tanto, la presión de mantener el empleo que genera los ingresos familiares y la necesidad de obtener la visa crean una enorme presión. Las visas L1 permiten a los trabajadores trasladarse de su empresa en el extranjero a los Estados Unidos, y sus cónyuges tienen la oportunidad de trabajar también. Sin embargo, si pierden sus visas, el cónyuge pierde el derecho a trabajar, y todo el entramado se desmorona. Además de la presión en torno a la seguridad laboral, la falta de empleo puede conducir a la pérdida de motivación y propósito, generando resentimiento. Mientras el resto de la familia puede sentirse desconectada de las conexiones y los recursos preexistentes, el cónyuge que sale a trabajar encuentra en la oficina una manera de establecer nuevas conexiones y adaptarse a un nuevo orden mundial. Mientras tanto, el cónyuge que acompaña, atrapado en la esfera doméstica, solo tiene los límites de su hogar trasladados a un entorno extranjero. Según Expat Insider, en 2018 sólo el 13% de los cónyuges que viajaban como acompañantes estaban empleados, subrayando este problema como uno generalizado. El trabajo remoto ha ayudado a mitigar algunos de estos problemas, creando más oportunidades para que los cónyuges que acompañan continúen sus carreras, siempre y cuando califiquen para las visas de cónyuge. Sin embargo, aunque el trabajo remoto puede proporcionar un sentido de propósito y contrarrestar los sentimientos de estancamiento profesional, no brinda la sensación de comunidad ‘ao vivo’ que las personas a menudo necesitan en un entorno nuevo. La gente que trabaja y vive en su país de origen tiene menos probabilidad de desarrollar depresión, incluidos los cónyuges que viajan. En el caso del trabajo remoto, la socialización sigue siendo limitada en medio de un entorno nuevo, generando una carga indebida sobre el cónyuge que trabaja, quien tiende a convertirse en el único punto de apoyo para el cónyuge que acompaña. Mientras tanto, quien acompaña continúa sintiéndose aislado. ¿Otra estrategia? ¿La que yo defiendo? Considera una mudanza gradual. En mi experiencia, reduce la presión para todos. Permite que un miembro se adapte al nuevo país y comience a organizarse en lugar de tener que encontrar una casa, adaptarse a un nuevo trabajo, y si tienen hijos, encontrar escuelas. Mientras navegan por esta inevitable transición, las parejas expatriadas pueden y deben tomar medidas para evitar que esta dinámica perjudique su relación. En mis años como reclutador global, he escuchado innumerables anécdotas de personas que luchan por superar este desafío y finalmente lo logran. Desde buscar terapia de pareja hasta organizar noches de cita, participar en clases de idiomas extranjeros, realizar videollamadas con amigos y familiares, hasta dedicarse al estudio y desarrollo de nuevas habilidades, es importante ser creativo para mantener viva la conexión y establecer raíces sólidas en el extranjero. Además, es beneficioso que el cónyuge que acompaña explore formas alternativas de integrarse en la comunidad local, ya sea mediante la educación continua, la participación en clubes de lectura o en grupos de voluntariado. Este arraigo contribuye a construir relaciones significativas, aquellas que finalmente tienen el potencial de conducir a la obtención del trabajo ideal en el extranjero. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Recruitment, Talent --- ### [ADVERTISING SALARY GUIDE—HOW TO LAND A CREATIVE JOB AT A TOP AGENCY OR BRAND](https://sashathemensch.com/advertising-salary-guide-how-to-land-a-creative-job-at-a-top-agency-or-brand/) **Published:** January 17, 2024 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** AdAge, Advertising, Advertising Industry --- ### [WHY AGENCIES ARE QUIETLY LAYING OFF MID-LEVEL AND SENIOR EMPLOYEES](https://sashathemensch.com/why-agencies-are-quietly-laying-off-mid-level-and-senior-employees/) **Published:** February 1, 2024 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** AdAge, Advertising, Advertising Industry --- ### [Della Mathew SVP, Executive Creative Director at 22Squared](https://sashathemensch.com/sasha-the-mensch-della-mathew-22squared/) **Published:** February 29, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/DellaMathew_Web-1024x576.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** Hands down my husband. I could never have imagined having (or needing) the level of support he gives me. The only way I have been able to “do it all” is with his unwavering championing of my career. Especially since starting a family, he has picked up so much of my equal share of the parenting duties. He’s helped shape who I am as a person today and for that, I am forever grateful. **What is the number one quality you look for in talent?** Oh, man. It’s hard to nail down just one quality. I’m going to go with curiosity because my definition encompasses so many attributes of curiosity. Curious people ask what if? Curious people crave independence. Curious people embrace DEI. Curiosity breeds passion. I could go on and on. But I love meeting talent who ask questions and are never satisfied with solving the same problems with the same answers over and over again. **What is something the industry isn’t paying attention to that they should?** I think the negative effects of politics on culture and community will have a lasting impact on DEI efforts. Especially after last year’s Supreme Court ruling on Affirmative Action and hiring slowing down, DEI seems to be losing steam. I work at a company that, in my opinion, puts DEI at its core and fundamentally understands the benefits of diverse perspectives in advertising. It can’t just be a talent box to check – which ultimately sets up both parties to fail. It’s meant to be closely integrated into the fabric of an agency’s DNA, vision, and philosophy. It’s embedded in the way we work and the way the work is created. The industry seems to have moved on to other important topics bubbling to the top, I just wish they would remember that DEI is directly related to all of those topics. Making real changes takes continued effort, and if it’s ignored, the problems that have plagued the industry for decades will persist. **What is the very best career advice you’ve ever received?** Gosh, I’ve heard so many good ones. I heard Jim Jenkins speak at Ogilvy once when I was very very young in my career and at the time he said, “The difference between a good script and a great one is a great creative director.” I’ve kept this mantra in my mind on both sides of the equation, replacing the word script with the word idea. It’s important for someone getting direction from a CD to understand that they not only deserve good creative direction but that they must demand it. If something isn’t clear or if you have a difference of opinion, make it a dialogue and don’t settle for less. As someone who is giving creative direction, it’s imperative to provide clear guidance to shape an idea but also the space and freedom for a creative to come back with their perspectives. **What part of your role as a leader do you find most rewarding?** All of them? Is that lame? I love my job. I love the people I work alongside. I think there are so many people with so much to give. I guess if I have to pick one thing, it’s having the time to get the best out of talent. Helping them see how their idea or perspective can be turned into a creative solution. Being a part of that moment when it clicked that an idea they thought was stupid but were brave enough to share had a hidden kernel of genius we could turn into something real. Everyone has something to offer. The reward for me is validating that and building the skills and confidence within our teams to find those kernels for themselves. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months?** What I’ve been able to accomplish in the last twelve months is why I’m so excited about the next twelve months. I started at 22 two and a half years ago, itching to be part of a transformation. Joining a team of people with the ambition to take a 100-year-old agency and reshape it to thrive for the next 100 years. I knew it would be hard work and take some time but I’m finally seeing a clearer path towards the future. **What has been the most challenging moment so far in your career?** I think being a woman at a certain age and trying to have a family was by far the hardest period of my life in regards to this industry but it may have been the moment I was able to flip the switch on what I was capable of. After a long journey towards motherhood and stretching my resilience to its limits, I came out on the other side of that journey with a sense of confidence and purpose I had never experienced. I was able to compartmentalize almost every challenge. I trusted my instincts more, both at home and at work. It transformed me into a much more relentless creative. I was working on IKEA USA at the time and I started approaching my role very differently. Slowly, my transformation was paying off in my career and the transformation of the work on the brands I touched. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Q&A, Talent, talented people --- ### [Dominar el Reclutamiento Ejecutivo: Cómo Equilibrar Reputación y Resultados para Alcanzar el Éxito](https://sashathemensch.com/sasha-the-mensch-dominar-el-reclutamiento-ejecutivo-como-equilibrar-reputacion-y-resultados-para-alcanzar-el-exito/) **Published:** March 7, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/hunters-race-MYbhN8KaaEc-unsplash-scaled.jpeg) Contratar a nivel ejecutivo siempre presenta desafíos. Los profesionales que entran en una posición de C-suite llegan con expectativas de alto calibre, enfrentándose a la presión de generar impacto inmediato. Según Barrons, “un estudio próximo a publicarse por Equilar, que sigue el liderazgo corporativo, indica que el promedio de permanencia de los CEOs en el S&P 500 entre 2013 y 2022 se redujo un 5.2%, pasando de 7.6 a 7.2 años. Sin embargo, observar la mediana o punto medio, muestra un cambio más significativo: en el mismo período, la permanencia mediana del CEO se desplomó un 20%, de seis a 4.8 años”. La presión de rendir o ser descartado se traduce en un enfoque justificado e intenso en el éxito rápido y sostenido. Los reclutadores y profesionales de Recursos Humanos ponen, comprensiblemente, un gran valor en ver resultados medibles e inmediatos de las nuevas contrataciones ejecutivas desde el inicio, dado que un error en la contratación puede resultar costoso. De acuerdo con una encuesta realizada por CareerBuilder en 2017, el 74% de los empleadores reconoció haber contratado a la persona equivocada para un puesto, lo que llevó a la empresa a perder entre el 30% y el 150% del salario del primer año del empleado en ingresos. En el caso de un empleado de nivel inicial, este porcentaje representa una menor pérdida de ganancias. Para una contratación de nivel C que gana entre seis y siete cifras, perder el 150% del salario de ese ejecutivo puede tener un impacto desproporcionadamente grande en el éxito financiero de una empresa. Aunque no existe una fórmula única que garantice la contratación perfecta, un equilibrio estratégico entre la reputación y los resultados en el proceso de selección tiene el potencial de impulsar resultados más fuertes. Este esfuerzo comienza con la identificación de las necesidades organizativas. Al determinar esas habilidades clave, desarrollar un resumen claro que sirva como marco central para evaluar las contrataciones. ¿Necesita alguien capaz de convertir prospectos en nuevos negocios? Observe a ejecutivos que lograron victorias durante sus mandatos anteriores. ¿Desea mejorar la cultura de la empresa? Busque profesionales con un historial de construir equipos exitosos e impulsar resultados. Puede resultar tentador revisar el LinkedIn de un ejecutivo y, al ver una serie de nombres y marcas reconocidos, querer contratarlos de inmediato. Sin embargo, los reclutadores y profesionales de RR.HH. deben diferenciar entre el éxito organizacional y el individual. Una agencia podría haber ganado una serie de marcas de un gran fabricante de productos de consumo durante el mandato de un determinado Director de Estrategia, pero éste podría haber logrado esas victorias gracias al trabajo de sus miembros del equipo. Una y otra vez, he visto cómo se selecciona a personas de las agencias más destacadas solo para que los reclutadores descubran que el éxito de esa persona está más vinculado a su antiguo lugar de trabajo en general que a su destreza individual. Verificar la participación individual en éxitos pasados durante el proceso de entrevista puede ayudar a mitigar este problema desde el principio. Cuando las agencias de publicidad buscan Directores Creativos, el éxito en premiaciones a menudo sirve como métrica estándar de evaluación. Pero aunque los Lions y Clios avalan cierto nivel de prestigio, los profesionales de RR. HH. y reclutadores deben considerar esos éxitos como parte de un conjunto de criterios más amplio. Sugiero asegurar que las demandas de los roles anteriores y actuales coinciden, teniendo en cuenta la distinción entre habilidades de liderazgo internas y externas. Vamos a poner de ejemplo a un CCO que se pasó diez años a cargo de la cuenta de Nike en una agencia antes de pasarse a un competidor. En su nuevo rol, al ejecutivo en cuestión se le pide gestionar un diverso portafolio de negocios en el espacio fintech, así como un equipo numeroso, por primera vez. La falta de exposición a un sector menos glamoroso, combinada con una experiencia gerencial limitada, podría impedir que ese CCO comprenda las limitaciones del sector, atribuyendo erróneamente la culpa al equipo por desarrollar creatividades más directas y sencillas. En última instancia, encontrar la contratación ideal a nivel C se reduce a enfocarse en el equilibrio: equilibrio entre reputación y resultados, habilidades de gestión internas y externas, habilidades profesionales y personales. Adoptando un enfoque holístico para evaluar a los posibles candidatos ejecutivos, tienes el poder de asegurar el éxito financiero y cultural sostenido para su empresa. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Recruitment, Talent --- ### [Diego Bertagni EVP, Executive Creative Director at BCW North America](https://sashathemensch.com/sasha-the-mensch-diego-bertagni-evp-executive-creative-director-at-bcw-north-america/) **Published:** March 27, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/DiegoBertagni_Web-1024x576.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** I could name people that have been pivotal in my career in a direct or indirect way: The Gaston Bigios, the Fede Garcias, the Josh Steins of the world and even my 10 year-long copywriter partner Ignacio Jardon… but I think my “success” has been mostly fueled by starting from the very bottom of the food chain. My very first ad ever was a real estate ad with multiple office listings. I personally took the CD-Rom and the signed print proof to the newspaper by subway in Buenos Aires. Even though it was a bland and definitely horrible ad, a week later I held the actual newspaper with the ad on it and said… I did something that other people will stop and interact with. That was the moment that I knew I wanted to do bigger, more emotional, and complex things for people to stop and interact with. **What is the very best career advice you’ve ever received?** Be Relentless. Be F\*Relentless. Creativity is like being single and going on first dates every single day of the year and 99% of them don’t call you back for a second date. It is frustrating. Stupid as it sounds, Rocky’s quote is pretty much spot on “It ain’t about how hard ya hit. It’s about how hard you can get hit and keep moving forward. How much you can take and keep moving forward. That’s how winning is done!” I’ve seen top creative leaders present for an hour and receive complete silence from the client in the room. Be comfortable feeling like you are the only one that believes in you. But when you find mentors that believe in you, embrace them like a comet. Until that happens, keep going at it, because comets don’t show up every single night. And whenever you are full of doubts and need doses of empathy, just listen to Bukowski’s *“So You Wanna Be A Writer”* in Tom O’Bedlam’s voice. **What part of your role as a leader do you find most rewarding?** The most rewarding thing: Making leadership decisions that are not just career-changing but life-changing. You have many rockstars and divas in this industry who are full of themselves and bulletproof, feeling like they can take on the world. Although I’ve worked with them, as a leader, I am not motivated by those talents. They are not the ones that make me wake up every day. I am passionate about those who cannot own the room, the wallflowers. Probably because I have always been one. I’ve helped people stay in the country they really wanted to work and live in. I’ve gone back to HR to bet on people who wouldn’t even made it through an interview because they were too shy. I’ve discovered a glimpse of creative potential in someone in the production department and 15 years later had coffee with that same person because they became a Creative Director in New York. Creative leads: Go and talk to the wallflowers. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months** Starting as Quixote and becoming Cinderella in 12 months. I’ve joined BCW with the goal of making BCW a place for creatives to thrive, to be respected by clients and to reach award winning work. But I didn’t BS people around. During interviews to bring talent on board, I was honest, saying if you want a place that just works, this is not the place for you. But if you want to achieve goals no one else thinks are possible, then this is the place for you. We were mad Quixotes against the windmills. In the last 12 months we have won BCW’s first Cannes Lion, not just Lion but Lions. First Clio, First NYF and many more firsts. We became Cinderellas. **What has been the most challenging moment so far in your career?** I haven’t had one, but I think retirement will be that challenging moment. Tough to think about this craft as just A JOB. Our daily is closer to pro athletes than office workers. Athletes struggle when they retire. I think we will too. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Q&A, Talent, talented people --- ### [Renata Leão, Executive Creative Director at DAVID](https://sashathemensch.com/sasha-the-mensch-renata-leao-executive-creative-director-at-david/) **Published:** April 25, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Renata_Leao_Web-1024x576.png) **What is the number one quality you look for in talent?** A person who is committed to the craft. That being said, I believe being responsible and sensible is also key. I’m always on the lookout for creative people who are hungry for challenges and are open even to the hardest feedback. Being kind and hard-working also means the world to me. **What is the very best career advice you’ve ever received?** “Ask for feedback whenever possible.” Asking your boss for feedback is actually extremely beneficial to your career, especially because you receive an updated point of view from them as to what they are expecting from you. And also, this usually gives you sufficient time to work on all areas that might need improvement before they could become a potential problem. As my boss here at DAVID loves to say: “Feedback is a gift”. Be sure to retrieve your gifts, amigos. **What part of your role as a leader do you find most rewarding?** I believe this question has 2 answers for me. Regarding the internal process, I think it’s really rewarding when I watch the teams feel like they’ve reached a powerful creative insight for a tough client’s brief. Because that usually means they found gold. So my job, from then on, is to help everyone prepare the work to be as powerful and as interesting as it could ever be. And in regards to the role, when it comes to client relationships, I love to see clients trust the process and push themselves out of their comfort zone when making decisions. Although some projects can be very stressful endeavors, I’ve never had any client complain to me – after a challenging but successful project is finished – that they were sorry we insisted on treading the uncharted path. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, talented people --- ### [Ampliando horizontes: La Ventaja de Contratar Fuera de Tu Zona de Confort](https://sashathemensch.com/ampliando-horizontes-la-ventaja-de-contratar-fuera-de-tu-zona-de-confort/) **Published:** May 9, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/pexels-andrea-piacquadio-3760069-scaled.jpeg) Hace unos años, trabajé con un Director de Comunicaciones (CCO) muy exitoso. Al buscar a un Director Creativo Ejecutivo (ECD), noté que cada vez que le presentaban a un candidato fuera de su red de contactos, comenzaba cada conservación enfocándose en por qué esa persona no sería adecuada para el puesto. Predominaban las percepciones negativas por sobre las positivas, impulsadas por el temor a lo desconocido. Finalmente, la empresa contrató a alguien dentro de la red del CCO. Encontrar personas con las que disfrutas trabajar es difícil, por lo que, cuando lo consigues, tiene sentido que quieras aferrarte tanto como puedas a esa comunidad. Unos meses después de asumir un nuevo puesto, puede ser tentador traer a tu antiguo Director de Comunicaciones o al Vicepresidente de Servicios al Consumidor. Después de todo, conoces su capacidad de trabajo, colaboran bien juntos y, además, te cae bien. Sin embargo, esto puede llevar a priorizar la comodidad y familiaridad sobre las habilidades específicas que el nuevo rol exige. Veo frecuentemente este patrón en el ámbito creativo: un líder contrata a una entidad conocida, valorando su inteligencia y competencia demostrada, sin evaluar a fondo las habilidades esenciales que el puesto vacante requiere. Para fomentar un ambiente de crecimiento, es clave evitar reagrupar siempre al mismo equipo. Ampliar tu red más allá de los contactos habituales puede ser un riesgo, pero también podría traer grandes beneficios. Tomemos como ejemplo a Andrea Diquez, CEO de GUT Global, quien durante su gestión en DDB Chicago, revolucionó el equipo de liderazgo en solo 18 meses, incorporando a personas de diversos antecedentes. Este enfoque desencadenó un efecto dominó, resultando en la incorporación de 100 nuevos empleados a la plantilla de 240 de la agencia hasta mayo de 2023. Asimismo, Matt Blitz, el recién designado Jefe de Producción Integrada, formó un equipo que estaba compuesto en un 95% por nuevos miembros, demostrando una clara apuesta por la promoción interna y la contratación más allá de las redes preexistentes. ¿El resultado? DDB Chicago se transformó completamente – para mejor. Blitz [comentó a *The Drum*](https://www.thedrum.com/insight/2022/05/09/ddb-chicago-boss-andrea-diquez-explains-her-recovery-plan-legendary-agency): “Estuve allí durante los días más oscuros. No estaba seguro de qué iba a suceder con DDB, para ser honesto”. Lo que sucedió fue que DDB Chicago se convirtió en una potencia dentro de la industria, gracias al enfoque innovador de Diquez en las contrataciones. En el mismo artículo, Sandra Alfaro, Directora de Estrategia nombrada también por Diquez, comentó: “Creo que podríamos ser el equipo de liderazgo más diverso de la industria en este momento… y cuando hablo de diversidad, no me refiero solo a etnicidad. Tenemos una rica variedad de experiencias en distintos sectores, diversidad de antecedentes, de experiencias, de puntos de vista; eso es lo que aportamos”. La diversidad adopta múltiples formas, incluyendo género, orientación sexual, edad y religión, y está demostrado que conduce a mejores resultados empresariales. [Según la *Harvard Business Review*](https://hbr.org/2013/12/how-diversity-can-drive-innovation), las empresas más diversas tienen un 70% más de probabilidades de capturar nuevos mercados, alcanzando así una audiencia más amplia y generando mayores ganancias. Cuando contratas exclusivamente dentro de tu red, tiendes a atraer a personas con educación, experiencias profesionales y visiones del mundo similares a las tuyas. Este ciclo conduce más a una replicación constante que a un verdadero crecimiento, y perpetúa lo que Jeff Weiner, el Presidente Ejecutivo de LinkedIn, llama “la Brecha de Red”. Según datos de LinkedIn, “una sola conexión puede hacer una gran diferencia y cambiar la trayectoria de una carrera. Tener al menos una conexión en una empresa te hace seis veces más probable conseguir un empleo allí, y contar con una referencia formal de esa conexión incrementa nueve veces tus probabilidades de obtener el trabajo”, [según informó *Axios* ](https://www.axios.com/2019/09/26/linkedin-inequality-network-gap-job-opportunities)en 2019. Contratar dentro de tu propia red puede limitar el potencial de crecimiento. Ampliar tus horizontes más allá de este círculo cerrado puede ayudar a nivelar el campo de juego, abriendo las puertas a una mezcla más variada y ecléctica de perspectivas. Por ello, es fundamental encontrar a alguien en tu equipo que te ayude a controlar cualquier sesgo o preferencia preexistente. La diversidad de antecedentes fomenta conversaciones retadoras que emergen de las diferencias. Aprovechar este dinamismo no solo tiene el potencial de generar beneficios estratégicos y creativos, sino que también puede elevar a tu empresa —y, por extensión, a toda tu industria— a nuevas alturas. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Publicidad, Recruitment, Talent, Talento --- ### [Hunter Simms & Thompson Harrell, Creative Directors at Hunter S. & Thompson](https://sashathemensch.com/sasha-the-mensch-hunter-simms-thompson-harrell-creative-directors-at-hunter-s-thompson/) **Published:** May 23, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/HunterandThompson_Web-1024x576.png) **If you could attribute your success to one other person or life event, who or what would it be and why?** **Hunter:** Being a “Hunter S.” and partnering with a “Thompson” to become ‘Hunter S. & Thompson’ was almost a cosmic level coincidence. The only better naming would have been if we were Samuel and Jackson. Creative partnerships are like a marriage—if you find the right one, stick with them. **Thompson:** Same answer, but reversed. Borrowing from “Curb Your Enthusiasm,” we’re the advertising version of Leon finding his Mary Ferguson. Although, I’m not sure if I’m Leon or Mary? Probably Mary. **What are you most proud of in the last 12 months, or what milestones do you most look forward to over the next 12 months?** **H:** I bought my first home. It might seem basic, but it was a very emotional moment for me. Growing up in D.C. during the crack era, against all odds, as a young man, through a series of extraordinary events, I discovered Iceland—or it discovered me. Coming from where I’m from, buying my first home here, of all places, was deeply moving. Maybe a tear or two was shed. The clean air, glacier water from the tap, and varying landscapes have always sparked deep creativity in me. Working from a country with 24-hour daytime or nighttime, along with random earthquakes and volcanic eruptions, has made me immune to jet lag and time zones. T:** After the pandemic hit, like many, I feared I might never work in advertising again. Being a new father to a 4-month-old, it was quite scary. So, I set out to finally write the business plan for a bourbon brand that my two business partners and I had been contemplating for a couple of years. After raising capital from a diverse group of investors, including folks from this industry, our brand, Frank August, launched a year and a half ago. It has become an award-winning bourbon distributed nationwide and continues to be the most in-demand spirit across all spirits in the portfolio of our largest distributor. This experience has profoundly shifted my perspective on how I approach brand projects, both from a business and a conceptual standpoint. **What is the very best career advice you’ve ever received?** **H:** My friend Fadia Kader, whom I’ve known since my teenage years, coined the phrase “Protect Your Magic,” which you can still see stenciled across America. Whether it’s meeting a business partner named Thompson or finding myself figuratively teleported to Iceland at my lowest point in life, I’ve learned that there’s magic in all of us. It’s an inexhaustible creative force that yearns to be tapped into continuously. For many, their magic can be stifled, sometimes in childhood or as adults through adverse work experiences or relationships. But remember to protect your magic. Magic is imagination. Magic is believing you can fly. Magic is play. Magic gives you the power to create anything. Protect your magic. **T:** When I was working my first job at Toy, fresh out of the VCU Brandcenter, Ari Merkin said something along the lines of, “We’re all taught to think outside the box, but in advertising, you need to think inside the box.” This became a 10-second Masterclass that shifted my thinking from solving a problem through a “portfolio school” lens to a “proper agency brief” perspective. Briefs are strategically designed for creatives to identify the borders—and then make the box you think within as tight and small as possible. Apply forced constraints to understand what you’re up against and then create the greatest idea within those confines. This approach later connected to a philosophy from one of my favorite books, “The Obstacle is the Way”. What’s in the way becomes the way. Make what’s perceived as a negative to become your greatest strength. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Talent, talented people --- ### [PR FIRMS ARE FAILING TO PURSUE CRITICAL GROWTH OPPORTUNITIES](https://sashathemensch.com/sasha-the-mensch-articles-pr-firms-are-failing-to-pursue-critical-growth-opportunities-sasha-martens/) **Published:** May 29, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/E-scaled.jpeg) Traditional PR firms are missing an opportunity to expand their businesses and the boundaries of their remits with global clients, and leaving serious money on the table, by failing to integrate the creative discipline into their business model. I attribute this failure of vision to the same fear of change that held back traditional ad agencies for years as they kept media, digital, content creation, data and analytics and other disciplines in silos. Even as holding companies merged those agency silos into massive “integrated” networks, the same silo mentality has held sway inside the PR agency sense of purpose. Speaking broadly, ad agencies and PR firms offer two distinct products. Ad agencies produce tangible assets (creative ideas, expressed as TV ads, digital OOH, online videos, etc.) delivered directly to the consumer. PR agencies create communications – sophisticated forms of messaging – and influence media intermediaries and decision-makers to frame the story that best serves the strategic goals of their client. Yes, the lines have blurred, and some PR firms offer creative services. Large PR shops like Weber Shandwick, Edelman, Golin, Rethink and Ketchum have won Cannes Lions, Clios, Effies and other awards, but the majority of this work generally comes from ad-hoc PR/ad agency partnership within holding companies. Meanwhile, ad agencies have had great success generating earned media with their creative work. Agencies such as GUT, David, and Mischief produce work that is all-but-guaranteed to drive PR, exploiting all the modern platforms to impact culture. Look at the earned media value squeezed from Super Bowl campaigns in the months before and after the event. If PR firms do not adapt more systematically by adding creative services, ad agencies will be positioned to steal some of that core work, which is why agencies are either buying or starting influencer marketing and social media assets and cutting entertainment deals with film, TV, media and content companies. Even content studios will be positioned to win PR work. PR agencies are being held back because of their traditional organizational and operational structure. They don’t have a clear vision for how to integrate creative people into their teams or how to embed the creative discipline in their methodology. I spoke about this issue with Gabriel Araujo, the brilliant Creative Director at Havas Lynx and founder & unlocker at Unlockers, former Global CCO of Ogilvy Social Lab. Gabriel says ad agencies have shifted from the creative content strategy to the content experience strategy because experiences don’t look or feel like ads and resonate with people more authentically. Ad agencies have an advantage over PR shops because of how they think, Gabriel says. Ad agencies generate an original creative idea, or a family of ideas, that serve as a hub into which myriad activations can be plugged in – social, experiential, digital, product placement, etc. Ad agencies have begun to invest heavily in tech and pursue product development, where the original creative idea can produce proprietary intellectual property and revenue streams that can be shared with the client. PR agencies are falling behind in creative innovation. But they have inherent assets that give them a competitive advantage – they know content by heart, they know how journalists and media gatekeepers think and how to place their clients on the national stage, Gabriel says. I can add that PR agencies, by their nature and leadership, are able or willing to provide clearer ROI and data, and their day-to-day proximity to the CMO and CEO gives them great insights into the evolving challenges that are happening to clients in real time. Also, PR leaders are naturally better listeners, as many of them come from journalism backgrounds; agency leaders tend to lean heavily on their creative pitches and sometimes leave clients feeling as if they are being given solutions they don’t need. I’ve also witnessed that PR firms are much more buttoned up. Frankly, agencies could benefit from that too. Pool tables and basketball hoops and skateboard-friendly spaces may be attractive to 20something employees but decision-making CMOs and CEOs value the practice of showing up on time, being serious and prepared for diving into the nuts and bolts of their business problems and opportunities. But PR firms do overlap with ad agencies in one crucial discipline—strategy—since a client’s strategy must connect across every facet of marketing communications. If PR shops can learn how to fold in creatives from ad shops, digital and social media agencies, they can expand their offering to find the sweet spot where they can provide marketing communications across the entire ecosphere of their clients’ position in the global marketplace and culture. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Recruitment --- ### [AGENCIES STRUGGLE WITH SUCCESSION PLANNING—HOW TO PICK THE RIGHT LEADERS](https://sashathemensch.com/agencies-struggle-with-succession-planning-how-to-pick-the-right-leaders/) **Published:** June 3, 2024 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Ad Age, Advertising, Advertising Industry --- ### [Mexico’s Moment](https://sashathemensch.com/sasha-the-mensch-article-mexicos-moment/) **Published:** June 12, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/pexels-abraham-191284090-11392503-scaled.jpeg) Mexico boasts a rich tradition of arts, culture, and gastronomy that is loved and respected worldwide. But the country has long been overlooked as a source of talent for the advertising industry and, even worse, as a dynamic and diverse consumer market. But a confluence of events seems to be driving Mexico to become a bigger and bigger player in the advertising industry and as a target audience for global marketing opportunities. On the talent side, more agencies are opening offices in Mexico, including Gut, Isla, Wieden + Kennedy, We Believers, Circus Marketing/Media Monks and David. They join global agencies, such as Ogilvy, Dentsu, VML, DDB, McCann and MullenLowe, whose Mexican offices have produced world-class creative work for years. When Gut, one of the hottest young creative shops, opened Gut Mexico City in 2021, its fifth global office, the agency wrote on its social channels: “Gut Mexico City has always been a dream. A key creative city that would bridge Gut from North to South.” Mexican agencies – independents, affiliates of global agencies and local agencies — won more Cannes Lions in 2023 than in any previous year. But Mexico offers a growing number of advantages as an opportunity for global ad agencies. First, Mexico City has enjoyed a surge in post-pandemic popularity with digital nomads from around the world and, in particular, workers from the US. This has raised awareness of Mexico City as a global hub of commerce equal to Miami, São Paulo and Buenos Aires ; in addition, more people are staying and building businesses here. That trend includes large numbers of American expats that were nomads before that moniker was coined during the pandemic. Ex-pats and nomads tend to settle in cities that offer great cultural resources, a relatively comfortable standard of living and an energetic, dynamic personality conducive to commercial development. Mexico City is one of the next crucial meccas for young, educated, entrepreneurial talent. But Mexico becomes even more critical in the context of global business and political strategy. Most critically, the U.S. is increasingly reliant on Mexico as a trusted trading partner. Mexico will continue to benefit from the relocation of manufacturing from Asia to North America thanks to U.S. corporate efforts to de-risk supply chains that began during the pandemic and has become institutionalized at the corporate and political level. That trend stretches across business categories. In 2023, Tesla delayed a planned expansion of its Shanghai manufacturing facility and announced a new $15 billion plant in northern Mexico. Multinationals such as Walmart, Amazon, Samsung, Nissan and Home Depot are shifting production from Asia to Mexico. Both U.S. and international businesses are enticed by Mexico’s manufacturing-based economy and free trade agreements with the United States, Canada, Japan, the EU and Latin American countries. Direct foreign investment in Mexico has increased exponentially since 2020. The proof of this trend, known as “nearshoring,” is shown by Mexico becoming the top U.S. trading partner in 2023. Mexico has benefited by reducing their exposure to Asian markets and taking advantage of U.S. investment under the U.S. Inflation Reduction Act and the Chips and Science Act. Data from Mexico’s central bank said nearshoring was most prevalent in the country’s transportation equipment and auto parts, electronics, machinery and equipment, furniture, household appliances and medical devices sectors. These macroeconomic headwinds only grow the case for Mexico and its citizens, at home and living in the U.S., as an important consumer market for U.S. ad agencies and their clients. According to the research firm Hispanic MacroMonitor, Mexican households in the U.S. represent the largest share — 61% — of Hispanic households. And every available metric points to Hispanic households as the fastest growing segment of the United States population. Despite tensions between the U.S. and Mexico over border issues, there is wide bipartisan support for Mexico’s increased importance as a trading and cultural partner. Examples of how Mexico has continued to become more central to the U.S. marketplace, and to U.S. cultural trends, include the success of Modelo Especial, the Mexican lager that has become the top-selling beer brand in America. Adam & Eve’s “Avocados From Mexico” TV commercial rated highest in positive sentiment of any 2023 Super Bowl campaign. Social Media Mexico and IAB Connecta are important dates on marketers’ calendars now. Liga MX, the most watched soccer league in the U.S., helps brands engage with a large and growing audience. The NFL, NBA, NHL and MLB are expanding international markets, including Mexico. Streaming services are offering North American sports leagues to Mexican audiences. If your agency is not recruiting Mexican creative talent, exposing your clients to Mexican and Chicano consumer populations, and analyzing the demographic trends that provide future opportunities, you are falling behind the curve. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Talent --- ### [LAS AGENCIAS DE RELACIONES PÚBLICAS ESTÁN DESAPROVECHANDO OPORTUNIDADES CRUCIALES DE CRECIMIENTO](https://sashathemensch.com/sasha-the-mensch-articles-agencias-relaciones-publicas-desaprovechando-oportunidades-crecimiento/) **Published:** July 18, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/E-scaled.jpeg) Las agencias de relaciones públicas tradicionales están perdiendo la oportunidad de expandir sus negocios y ampliar el alcance de sus responsabilidades con clientes globales, dejando sobre la mesa sumas considerables de dinero al no integrar la creatividad en su modelo de negocio. Atribuyo esta falta de visión al mismo miedo al cambio que mantuvo rezagadas a las agencias de publicidad tradicionales durante años, ya que separaban los medios, lo digital, la creación de contenido, los datos y el análisis, y otras disciplinas en compartimentos estancos. Incluso cuando las compañías holding fusionaron esos compartimentos en redes masivas “integradas”, la misma mentalidad de aislamiento ha prevalecido dentro del propósito de las agencias de relaciones públicas. En términos generales, las agencias de publicidad y las agencias de relaciones públicas ofrecen dos productos distintos. Las agencias de publicidad producen activos tangibles (ideas creativas expresadas como anuncios de TV, publicidad digital, videos online, etc.) que se entregan directamente al consumidor. Las agencias de relaciones públicas crean comunicaciones, formas sofisticadas de mensajería, e influyen en los intermediarios de los medios y los tomadores de decisiones para enmarcar la historia que mejor sirva a los objetivos estratégicos de su cliente. Sí, las líneas se han desdibujado y algunas agencias de relaciones públicas ahora ofrecen servicios creativos. Grandes agencias como Weber Shandwick, Edelman, Golin, Rethink y Ketchum han ganado premios Cannes Lions, Clios, Effies y otros. Sin embargo, la mayoría de estos trabajos generalmente provienen de asociaciones ad hoc entre agencias de relaciones públicas y de publicidad dentro de compañías holding. Mientras tanto, las agencias de publicidad han tenido gran éxito generando medios ganados con su trabajo creativo. Agencias como GUT, David y Mischief producen trabajos que casi garantizan generar relaciones públicas, explotando todas las plataformas modernas para tener impacto en la cultura. Observa el Valor de Medios Ganados que se extrae de las campañas del Super Bowl en los meses previos y posteriores al evento. Si las agencias de relaciones públicas no se adaptan de manera más sistemática añadiendo servicios creativos, las agencias de publicidad estarán en posición de robar parte de ese trabajo central. Por esta razón, las agencias están comprando o creando activos de marketing de influencers y redes sociales, y cerrando acuerdos de entretenimiento con compañías de cine, televisión, medios y contenido. Incluso los estudios de contenido estarán en posición de ganar el trabajo de relaciones públicas. Las agencias de relaciones públicas están siendo retenidas por su estructura organizacional y operativa tradicional. No tienen una visión clara de cómo integrar a personas creativas en sus equipos o cómo incorporar la disciplina creativa en su metodología. Hablé sobre este problema con Gabriel Araujo, el brillante Director Creativo de Havas Lynx y fundador de Unlockers, además de ex CCO Global de Ogilvy Social Lab. Gabriel dice que las agencias de publicidad han pasado de la estrategia de contenido creativo a la estrategia de experiencia de contenido porque las experiencias no se ven ni se sienten como anuncios y resuenan con las personas de manera más auténtica. Las agencias de publicidad tienen una ventaja sobre las agencias de relaciones públicas debido a su forma de pensar, dice Gabriel. Las agencias de publicidad generan una idea creativa original, o una familia de ideas, que sirve como un núcleo en el que se pueden conectar múltiples activaciones: social, experiencial, digital, colocación de productos, etc. Además, las agencias de publicidad han comenzado a invertir fuertemente en tecnología y a perseguir el desarrollo de productos, donde la idea creativa original puede producir propiedad intelectual y flujos de ingresos que se pueden compartir con el cliente. Las agencias de relaciones públicas se están quedando atrás en la innovación creativa. Pero tienen activos inherentes que les dan una ventaja competitiva: conocen el contenido de memoria, saben cómo piensan los periodistas y los guardianes de los medios, y cómo colocar a sus clientes en el escenario nacional, dice Gabriel. Puedo añadir que las agencias de relaciones públicas, por su naturaleza y liderazgo, son capaces o están dispuestas a proporcionar un ROI (retorno de la inversión) y datos más claros, y su proximidad diaria al CMO y al CEO les da grandes conocimientos sobre los desafíos que le están ocurriendo en tiempo real a los clientes. Además, los líderes de relaciones públicas son naturalmente mejores oyentes, ya que muchos de ellos provienen de antecedentes periodísticos; los líderes de agencias tienden a apoyarse fuertemente en sus propuestas creativas y, a veces, dejan a los clientes sintiéndose como si les estuvieran dando soluciones que no necesitan. También he observado que las agencias de relaciones públicas son mucho más meticulosas. Francamente, las agencias de publicidad también podrían beneficiarse de eso. Las mesas de billar, las canchas de básquet y los espacios aptos para patinetas pueden ser atractivos para empleados de veintitantos años, pero los CMOs y CEOs que deben toman decisiones valoran la práctica de llegar a tiempo, ser serios y estar preparados para sumergirse en los detalles de los problemas y oportunidades de su negocio. Pero las agencias de relaciones públicas coinciden con las agencias de publicidad en una disciplina crucial: la estrategia, ya que la estrategia de un cliente debe conectarse en todas las facetas de las comunicaciones de marketing. Si las agencias de relaciones públicas pueden aprender a integrar creativos de agencias de publicidad, agencias digitales y de redes sociales, pueden expandir su oferta para encontrar el punto ideal donde pueden proporcionar comunicaciones de marketing en todo el ecosistema de la posición de sus clientes en el mercado global y la cultura. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Recruitment --- ### [La hora de México](https://sashathemensch.com/sasha-the-mensch-articulos-la-hora-de-mexico/) **Published:** August 29, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/pexels-abraham-191284090-11392503-scaled.jpeg) México cuenta con una rica tradición en artes, cultura y gastronomía que es amada y respetada en todo el mundo. Sin embargo, durante mucho tiempo el país ha sido pasado por alto como fuente de talento para la industria publicitaria y, lo que es aún peor, como un mercado de consumo dinámico y diverso. No obstante, una confluencia de factores parece estar impulsando a México a convertirse en un jugador cada vez más relevante en la industria publicitaria y como un público objetivo para las oportunidades de marketing global. En cuanto al talento, cada vez más agencias están abriendo oficinas en México, incluidas Gut, Isla, Wieden + Kennedy, We Believers, Circus Marketing/Media Monks y David. Estas se suman a agencias globales como Ogilvy, Dentsu, VML, DDB, McCann y MullenLowe, cuyas oficinas en México han producido trabajos creativos de renombre internacional durante años. Cuando Gut, una de las agencias creativas jóvenes más destacadas, abrió Gut Ciudad de México en 2021, la agencia escribió en sus redes sociales: “Gut Ciudad de México siempre ha sido un sueño. Una ciudad creativa clave que uniría a Gut de Norte a Sur.” En 2023, las agencias mexicanas, ya sean independientes, afiliadas a agencias globales, o locales, ganaron más Leones de Cannes que en cualquier año anterior. México también ofrece cada vez más ventajas como mercado para las agencias publicitarias globales. En primer lugar, la Ciudad de México ha tenido un auge en popularidad post-pandemia entre los nómadas digitales de todo el mundo, en particular, entre los trabajadores de Estados Unidos. Esto ha elevado el estatus de Ciudad de México a un centro comercial global, a la par con Miami, São Paulo y Buenos Aires. Además, muchos de estos nómadas están optando por establecerse y crear negocios en México. Esta tendencia incluye a un número significativo de expatriados estadounidenses que ya eran nómadas antes de que el término ganara popularidad durante la pandemia. Los expatriados y nómadas digitales suelen gravitar hacia ciudades que ofrecen abundantes recursos culturales, un estándar de vida cómodo y una atmósfera vibrante y dinámica que favorece el crecimiento empresarial. La Ciudad de México se está convirtiendo en uno de los próximos destinos clave para el talento joven, educado y emprendedor. Además, México se vuelve cada vez más crucial en el contexto de la estrategia empresarial y política global. Lo más importante es que Estados Unidos depende cada vez más de México como un socio comercial de confianza. México seguirá beneficiándose del traslado de la manufactura de Asia a América del Norte, una tendencia que comenzó durante la pandemia, cuando las empresas estadounidenses buscaron reducir los riesgos en las cadenas de suministro, y que desde entonces se ha institucionalizado tanto a nivel corporativo como político. Este cambio abarca diversas industrias. En 2023, Tesla retrasó la expansión planificada de su planta de manufactura en Shanghái y anunció una nueva planta de 15 mil millones de dólares en el norte de México. Multinacionales como Walmart, Amazon, Samsung, Nissan y Home Depot también están trasladando su producción de Asia a México. Tanto las empresas estadounidenses como las internacionales se sienten atraídas por la economía basada en la manufactura de México y sus acuerdos de libre comercio con Estados Unidos, Canadá, Japón, la Unión Europea y países de América Latina. La inversión extranjera en México ha crecido exponencialmente desde el 2020. La prueba de esta tendencia, conocida como “nearshoring,” se refleja en que México se convirtió en el principal socio comercial de Estados Unidos en 2023. México ha aprovechado la reducción de su dependencia de los mercados asiáticos y ha capitalizado las inversiones estadounidenses bajo la Ley de Reducción de la Inflación y la Ley de Chips y Ciencia. Datos del banco central de México indican que el “nearshoring” es más frecuente en los sectores de equipos de transporte y autopartes, electrónicos, maquinaria, muebles, electrodomésticos y dispositivos médicos. Estos vientos macroeconómicos sólo refuerzan la importancia de México y de sus ciudadanos, tanto en su país como en Estados Unidos, como un mercado de consumo crucial para las agencias publicitarias estadounidenses y sus clientes. Según la firma de investigación Hispanic MacroMonitor, los hogares mexicanos en Estados Unidos representan la mayor proporción —61%— de los hogares hispanos. Todos los indicadores disponibles señalan que los hogares hispanos son el segmento de mayor crecimiento de la población en Estados Unidos. A pesar de las tensiones entre Estados Unidos y México por los problemas fronterizos, existe un amplio apoyo bipartidista para la creciente importancia de México como socio comercial y cultural. México también está ganando relevancia en el mercado y en las tendencias culturales de Estados Unidos, como lo demuestra el éxito de Modelo Especial, la cerveza lager mexicana que se ha convertido en la marca de cerveza más vendida en el país. El comercial de televisión “Avocados From Mexico” de Adam & Eve obtuvo la mayor valoración positiva de cualquier campaña del Super Bowl 2023. Social Media México e IAB Conecta se han convertido en fechas clave en los calendarios de los mercadólogos. La Liga MX, la liga de fútbol más vista en Estados Unidos, ayuda a las marcas a conectar con una audiencia grande y en crecimiento. La NFL, NBA, NHL y MLB están expandiendo sus mercados internacionales, incluidos México. Los servicios de streaming también están ofreciendo las ligas deportivas de América del Norte a las audiencias mexicanas. Si tu agencia no está reclutando talento creativo mexicano, exponiendo a tus clientes a las poblaciones consumidoras mexicanas y chicanas, y analizando las tendencias demográficas que ofrecen oportunidades futuras, se están quedando atrás. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, talented people --- ### [Elena Knox, Executive Creative Director](https://sashathemensch.com/sasha-the-mensch-elena-knox-executive-creative-director/) **Published:** September 11, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/ElenaKnox_Web-1024x576.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** When I graduated from university with an advertising degree (yes, those exist) and a few copywriting internships under my belt, I thought securing a job would take a matter of weeks. After all, I had, what I thought, was the single most important quality to get into a creative department: passion. We all know how this story goes; the ingredient to get into a creative department does start with “P” but it isn’t passion, it’s portfolio school. And after multiple job rejections and an inability to go to ad school given I could already fill a bathtub with the student loans I owed, there was only one choice. Mullen (now MullenLowe) had just moved the agency from Wenham into downtown Boston and they needed a receptionist. Four years of an expensive Boston school and here I was signing up to show up in a “business casual” uniform at an ad agency. For nine months I received packages, answered phone calls, met with media reps and most importantly, met everyone at the agency. In that time I tried to play it cool, asking for creative briefs here and there–you know, in case they needed writing support from the *receptionist*. No dice. In retrospect I realize nine months is really a short time, but back then, I was desperate. So I asked the head of the studio for help to get the creative department’s attention. Together, we came up with a sign that was about eight feet long and three feet wide that said “Give your receptionist a chance” with photos of famous receptionists in history (JK Rowling, Carli Fiorini, etc). I hung it up in the CCO’s office around midnight and prayed to the ad gods I wasn’t fired. Mark Wenneker, the Mullen CCO at the time, called me into his office and said, “What do you want?” I made my impassioned case of how I was a copywriter and just needed a chance and he said, “You’ve got three months to show what you’ve got. You also need a portfolio by the end of it.” That chance, that glimmer of hope from this creative leader who had done such iconic work, this evidence that maybe I had potential–it changed everything. It changed my career path, it informed my work ethic, it changed how I felt about myself. I owe Mark Wenneker my career and I will always be grateful for the reckless faith he had in that portfolio-less receptionist. **What is something the industry isn’t paying attention to that they should?** As we know, all eyes are on AI. My favorite quote I’ve heard on the subject is from Nancy Reyes who said something along the lines of, “AI will only leave behind those that don’t embrace it.” AI’s impact on the industry is already palpable, but in my eyes it predominantly affects one very specific group of people: junior creatives. I think the industry needs to start committing to continuing to hire and mentor (human) junior creatives. The banner/email/headline/social post writing and art directing that AI is more than capable of executing are important fundamentals for juniors to go through–even if they use AI to do it. Sharp headline writing leads to sharp :15s and sharp :15s lead to sharp platform ideas–you get my drift. And while having AI do these “smaller” tasks will cut costs, it will also cost us future creative leaders who really understand the nuances of the entire advertising ecosystem. **What part of your role as a leader do you find most rewarding?** The potential to create impact. At Wieden+Kennedy Amsterdam, a young, non-English-native writer shared her anxiety around writing manifestos and asked if I could help her improve. She spread the word to other writers in the agency and the Manifesto Club was born. For six months, I gave a handful of writers manifesto assignments and as a team we’d give feedback and kudos on each one. The creatives’ progress was staggering. Their enthusiasm and commitment to getting better was humbling and inspiring, and having the opportunity be a part of that really was the most rewarding thing about my time there. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, talented people --- ### [Agency vs. in-house roles—what to know before making a change](https://sashathemensch.com/agency-vs-in-house-roles-what-to-know-before-making-a-change/) **Published:** September 16, 2024 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Ad Age, Advertising, Advertising Industry --- ### [Meet Sasha Martens](https://sashathemensch.com/2317-2/) **Published:** September 27, 2024 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Advertising Industry, Creative Recruiter, Recruitment --- ### [How creative leaders can become better managers—inside the growing agency tension](https://sashathemensch.com/how-creative-leaders-can-become-better-managers-inside-the-growing-agency-tension/) **Published:** October 22, 2024 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Ad Age, Advertising, Advertising Industry, Creative Talent, Talent --- ### [Ola Abayomi, Freelance Group Account Director at nice&frank](https://sashathemensch.com/sasha-the-mensch-ola-abayomi-freelance-group-account-director-at-nicefrank/) **Published:** November 7, 2024 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/OlaAbayomi_Web-1024x576.png) **What is the very best career advice you’ve ever received?** At my very first job at Digitas as a marketing associate, my manager at the time told me “As account people, we are constantly juggling multiple things on less than ideal timelines; some things are made of glass others are made of rubber. Mistakes are inevitable but it’s imperative we know which ones will break if dropped and which will bounce back.” I can’t remember what prompted this conversation but I would guess I probably had gone to her to confess I’d done something terribly wrong (the fact I can’t remember likely means it was insignificant) and this was my manager reassuring me not to be too hard on myself and it’s okay! In this industry we can put so much pressure on ourselves on top of everything else we’re experiencing in the world. I think it’s so helpful to remember this idea. It’s something I say to those I mentor and manage to this day. **What part of your role as a leader do you find most rewarding?** Tied to the above, it’s being able to mentor those that are coming up in their careers. To provide motivation, validation and guidance in an industry where agencies (and our clients) continue to be under immense pressure and during a time when the nature of and attitudes toward work and where it sits in our lives has changed. I’m someone who has benefitted from having managers that really invested in my development so I find paying it forward so rewarding. When I was coming up (omg I sound so old! LOL), there were (and still are) very few that looked like me and I take immense pride and responsibility in being able to be a mentor and be an example to younger versions of me. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months** This is a good one because looking back on the last year, so much has changed. In the last 12 months, I’ve experienced everything from taking a sabbatical to explore living in Paris to leaving a job that I’d been at for 6 years. I’m very proud that I made the choice to pursue moving to Paris full time and trying my hand at freelancing while here in New York which has led me to some pretty amazing opportunities that I could not have predicted; I’m so grateful and look forward to embracing the unknown. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, talented people --- ### [Advertising salary guide—how strategist jobs are evolving and which roles are available](https://sashathemensch.com/advertising-salary-guide-how-strategist-jobs-are-evolving-and-which-roles-are-available/) **Published:** December 16, 2024 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Ad Age, Advertising, Advertising Industry --- ### [Ageism in advertising—how AI and layoffs are exacerbating the issue](https://sashathemensch.com/ageism-in-advertising-how-ai-and-layoffs-are-exacerbating-the-issue/) **Published:** January 7, 2025 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Ad Age, Advertising, Advertising Industry, Creative Talent, Talent --- ### [It's a tricky market for ad industry job hunters. Recruiters share the top skills to help candidates stand out.](https://sashathemensch.com/its-a-tricky-market-for-ad-industry-job-hunters-recruiters-share-the-top-skills-to-help-candidates-stand-out/) **Published:** January 22, 2025 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Advertising Industry, Business Insider, Creative Talent --- ### [Indie Agencies Seek a Competitive Edge as Talent Rejects WPP Office Mandate](https://sashathemensch.com/indie-agencies-seek-a-competitive-edge-as-talent-rejects-wpp-office-mandate/) **Published:** January 22, 2025 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Advertising Industry, Creative Talent, Recruitment, Talent --- ### [The Creative Career Path Is Fracturing Amid Industry Upheaval](https://sashathemensch.com/the-creative-career-path-is-fracturing-amid-industry-upheaval/) **Published:** January 29, 2025 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Advertising Industry, agencies, Creative Talent, Talent --- ### [Frederik Clarysse, Associate Creative Director at FCB Chicago](https://sashathemensch.com/sasha-the-mensch-frederik-clarysse-associate-creative-director-at-fcb-chicago/) **Published:** January 30, 2025 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/fotoweb_Frederik-Clarysse.png) **What is the very best career advice you’ve ever received?** When one of my first CD’s left the agency, he left me a little card that said: “stay who you are, and no one can really be mad at you”. That quote really stayed with me. If you stay true to yourself, you’ll get surrounded with people like you. And as you grow, your personality will also shine through in your work, making it more authentic. **What part of your role as a leader do you find most rewarding?** I’ve always felt that the most talented people in an agency are not always the loudest ones, or the most socially skilled ones. I try to make sure that the more introverted talents are seen, and get a chance to let their work speak for them. **What are you most proud of in the last 12 months?** I was at one of the best agencies in Belgium, Happiness Brussels (an FCB alliance) but decided to leave for the U.S. to join FCB Chicago. I’m in the middle of that transition right now. I’m extremely honored to join such a great agency with amazing clients and people. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Talent, talented people --- ### [Roya Partovi, Creative Leader at One Collective](https://sashathemensch.com/sasha-the-mensch-roya-partovi-creative-leader-at-one-collective/) **Published:** March 27, 2025 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Web.png) **If you could attribute one life event to your success, what would it be and why?** Moving to New York has completely transformed my perspective on life, career, and personal growth. As a refugee, I spent much of my life searching for a place where I could truly belong—a country or city to call home. Today, New York is that home. The opportunities it has given me for my career growth, and the incredible people I’ve met along the way, have far exceeded anything I could have imagined. It’s also where I met my husband and started a family. **What is the number one quality you look for in talent?** I’m attracted to open-minded and passionate individuals. While you can always learn the skills and grow into your role, having an open mind and genuine passion for what you do is essential. This combination will inspire you to continuously learn, stay humble, and relentlessly strive for greatness. **What part of your role as a leader do you find most rewarding?** I love inspiring people to pursue what they’re passionate about and succeed in it. Whether you’re on my creative team or not, seeing those around me get energized and excited about what we can achieve together is pure magic. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, talented people --- ### [W. Joe DeMiero, VP of Marketing at Sam’s Club](https://sashathemensch.com/sasha-the-mensch-w-joe-demiero-interim-chief-marketing-officer-at-sams-club/) **Published:** April 17, 2025 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/web_Mesa-de-trabajo-1-1024x576.jpg) **If you could attribute one other person or life event to your success, who or what would it be and why?** Without question, my dad, Frank DeMiero, who passed away on February 19th. His influence on my life and leadership philosophy has been profound. As a renowned music educator, he didn’t just teach music — he built communities, nurtured talent, and created spaces where people felt seen and valued. My dad showed me the power of leadership that’s rooted in authenticity, passion, and an unwavering belief in people. His ability to elevate others and create opportunities where none existed has shaped how I approach leadership, talent development, and building teams — and how I aspire to be a dad to our six-year-old son. **What is the number one quality you look for in talent?** I look for intellectual curiosity — people who are relentlessly interested in learning, who are excited about the possibility of doing something that might not succeed on the first try, and who recognize that being wrong is just the first step in growing. The best talent isn’t just technically proficient; they have an innate drive to seek out new perspectives, challenge assumptions, and push boundaries. Curiosity fuels adaptability, and in an industry that’s constantly evolving, a growth mindset and adaptive capacity are more valuable than any single skill set. When someone is curious, they ask better questions, uncover deeper insights, and bring fresh energy to solving problems. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months?** Over the past year, I’ve been incredibly proud of the momentum we’re building at Sam’s Club. The business is thriving, growing faster than ever, and proving that when you have a clear vision, the right strategy, and a challenger mindset, you can redefine expectations — even in the most competitive categories. As we look ahead, we have an enormous opportunity to ignite that challenger brand spirit and ensure that Marketing evolves to be an accelerant of that ambition, driving deeper differentiation, stronger emotional connections with our members, and a more distinct, ownable presence in the market. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, talented people --- ### [Tori Nygren, Co-Founder, Executive Creative Director at Hogwash Studios](https://sashathemensch.com/sasha-the-mensch-tori-nygren-co-founder-executive-creative-director-at-hogwash-studios/) **Published:** May 15, 2025 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Web-2.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** Tara LaWall Straight was one of my first mentors in advertising. She is an incredible creative leader who I’ve known for 10+ years. I started my career at Droga5 where Tara was my copywriting mentor (and life coach). Tara pushed me to believe in creativity, to take risks, and always encouraged us to have fun at the office. Both a jokester and confidante, she always pushed us to make funnier, quirkier, and more truthful work; and she believed in our ability to get there. She seamlessly balances work, family, and social life while constantly uplifting and inspiring others to believe in themselves. Tara helped me realize my creative career and I do not think I’d be in the position I am today without her mentorship. **What is the number one quality you look for in talent?** We are always looking for people who have an inherent curiosity. People who dream about things outside their field or profession—whose minds ask questions and who love to learn, grow, and evolve. In general, we have found this curiosity in many who have liberal arts education. People who love philosophy, art, biology. People who do not fit into cookie cutter molds. It doesn’t matter what you love, if the world around you makes you curious and excited, you will likely bring that curiosity to solving creative problems day-in and day-out. This theory has held up to be true to date. **What is something the industry isn’t paying attention to that they should?** Right now, I think people are forgetting that people with great taste, solid writing skills, and a big imagination are the ones who will win with AI. Great ideas will be even more important as AI gobbles up the lower funnel/less creative work. Becoming a tastemaker and knowing HOW to communicate ideas to clients, on a page, or in an AI tool and beyond will become part of the new definition of creativity. My advice is to study art history and learn to write. The best communicators will come out on top. **What is the very best career advice you’ve ever received?** Fake it til ya make it. Confidence comes with practice. Do the warrior pose if you’re nervous. If you have terrible stage fright, practice, practice, practice. Still feeling like you might not make it through a presentation? Beta blockers. Over time, it will get easier. **What part of your role as a leader do you find most rewarding?** I love working with people who are smarter, more organized, and more creative than me. Everyone’s brains are wired differently and nothing is more rewarding than the collaboration and team work that comes when different minds approach a problem from unique angles. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months** In 2024, I led the expansion of our company from 6 to 40+ people to help scale up Airbnb’s pop culture program into Icons, a new category of extraordinary experiences hosted by the greatest names in music, film, television, art, sports, and more. Airbnb tapped our studio to concept and produce the video content for the launch, as well as every individual campaign that followed throughout 2024. From the US to India, France and Italy, our team led video production across the globe. Our primary deliverables included social videos for Airbnb and brand partner channels, along with capturing all footage for Airbnb’s marketing team. My role was to lead and approve all creative work, collaborating closely with Airbnb and various production partners (including our own studio) to ensure each concept was brought to life as we envisioned. It was a herculean task to concept & produce 13 campaigns in 5 months, with 10 of them launching on the same day. Our goal was to help Icons catch on like wildfire online. To date, the campaign has generated over 1 billion social impressions. From inviting fans to go on tour with Feid, to staying overnight at Musee D’Orsay for the Paris Olympics, to enjoying an intimate concert with Doja Cat, I’m proud of how our team balanced the concurrent timelines with a collaborative spirit, can-do attitude, while still pushing for creatively ambitious content that racked up millions of organic views per video. In the next 12 months, I look forward to growing a more balanced business and stretching my directorial vision in new directions. **What has been the most challenging moment so far in your career?** Sometimes jobs aren’t what you imagine them to be. And that’s ok. Early on in my career, I put a lot of pressure on myself to fit into a specific role, at a specific company –all my effort was gunning for that role. And when I got it, it wasn’t what I expected. Sometimes our expectations can blind us, so it’s important to keep a healthy perspective with work and personal interests and to know not everything will live up to the hype. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, talented people --- ### [Guan Hin Tay, ​​APAC REGIONAL DIRECTOR at The One Club for Creativity.](https://sashathemensch.com/sasha-the-mensch-guan-hin-tay-apac-regional-director-at-the-one-club-for-creativity/) **Published:** June 26, 2025 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/web-4.png) **What is the number one quality you look for in talent?** Passion. Sure, everyone’s got some talent. But what separates the good from the great? It’s that unquenchable passion to learn, to push limits, and to keep wrestling with a problem until something amazing pops out. I’ve seen countless creatives with less natural “gifts,” but their unyielding passion will outwork, outthink, and outperform talented people who don’t have that real drive. They are open to criticism, soak up feedback like a sponge, and always hunt for that never-been-done-before idea. When people genuinely care, they dive deeper, ask smarter questions, and push far beyond the obvious. I recall a young, creative person I once worked with. I might have told her, perhaps a bit too harshly, that she “couldn’t polish a turd” when we were talking about her conceptual thinking. And boy, was I wrong! Her perseverance and incredible passion eventually led her to a successful career. It taught me that while talent is undeniably important, it’s that unrelenting passion, that drive to succeed at any cost, that will ultimately take you to places you never imagined. **What’s something the industry isn’t paying attention to that it should?** The industry’s leaning too hard into this fast, efficient, AI data-driven “correctness.” Frankly, it can strip the soul right out of our work. We’re losing sight of the art of creating something a little bit “weird” in a way that makes it illogical and surprising. In our rush, we sometimes forget the raw, beautiful messiness of human imperfection. Everyone’s chasing perfection, optimizing every pixel and every prompt. Yet, real creativity, which genuinely connects with people with a human touch, often thrives in the unexpected, which AI hasn’t quite mastered. That’s the core of my “Collide” book philosophy: the stronger the conflict, the more engaging the outcome. When technology collides with human imperfection, it creates something so wrong that it feels so right. We must remember that the mess, the roughness, and those subtle flaws are often the key to what makes something distinctive. They give it a real, authentic character. **What is the very best career advice you’ve ever received?** One advice changed everything: “Passion overcomes perfection.” As a junior art director, the thought of presenting to a client made me freeze. I’d stumble, mispronounce words, and feel like I didn’t belong in the room. But a speech coach pulled me aside one day and said, “You speak with your heart. And people feel that. That matters more than perfect grammar or polished words.” That moment shifted something in me. I realized it’s not about getting every word right, it’s about meaning every word you say. A global client once looked at my campaign and said, “This work is SH\*t. My three-year-old could’ve done a better job.” It hurt. Badly. Looking back, it was one of the best pieces of advice I have received. I found something valuable: you can’t let fear of failure stop you. If anything, that kind of brutal honesty fuels growth. It reminded me that this industry doesn’t reward those who play it safe or try to be flawless. Passion makes you brave. Passion makes you better. And in the long run, that beats perfection every single time. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, talented people --- ### [As AI Advances, Staff-Level Jobs at Ad Agencies Decline](https://sashathemensch.com/as-ai-advances-staff-level-jobs-at-ad-agencies-decline/) **Published:** July 7, 2025 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** Advertising, Advertising Industry, agencies --- ### [This apparel brand needs a CMO—why its new ad agency is leading the search](https://sashathemensch.com/this-apparel-brand-needs-a-cmo-why-its-new-ad-agency-is-leading-the-search/) **Published:** July 7, 2025 **Author:** Sasha The Mensch Team **Categories:** Press **Tags:** AdAge, Advertising, Advertising Industry, agencies --- ### [Jodi Heelan, President, The Variable](https://sashathemensch.com/sasha-the-mensch-jodi-heelan-president-the-variable/) **Published:** August 28, 2025 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/webJodiHeelan.png) **What is something the industry isn’t paying attention to that they should?** The industry is so busy debating what AI means for creativity that we’re ignoring the bigger question: what does it mean for talent? Advertising is a people industry, and AI is quietly erasing the rungs of the ladder. The early roles (with the hands-on experiences that trained generations of strategists, creatives, and account leaders) are increasingly being automated by AI. If AI is doing the work, who’s doing the learning? Where will the next generation of advertising leaders come from if they never get to sharpen their teeth on the fundamentals? We need to stop treating this like a tech conversation and start treating it like a talent conversation. And the solution isn’t to resist AI, it’s to reinvent how we train people. That could mean new apprenticeship models, project-based rotations, or structured “thinking reps” where juniors learn to problem-solve *with* AI as their copilot. The industry has to start building intentional pathways to developing the next generation of strategic thinkers, not just plugging AI into workflows. **What is the very best career advice you’ve ever received?** I’ve always found the best advice is usually simple to understand but hard to practice. One of my favorites challenges me every day (literally): *Create before you consume.* We live in a world of endless scrolling and unlimited content. If you start your day by consuming, you’re stepping into other people’s ideas, opinions, and noise before you’ve given your own thinking a chance to surface. I try to practice getting what’s in my head out first, whether that’s scribbles in a notebook, frameworks on a whiteboard, or ideas on stickies. AI can remix what’s already been created, but it can’t generate the bold new thinking that only comes from within you. The discipline is in carving out intentional time every day to create something before you start consuming. That’s where originality lives. That’s where the best, most breakthrough ideas are born. **What is the number one quality you look for in talent?** The number one quality I look for in talent is empathy. Our entire industry is built on understanding people: what they want, what they fear, what motivates them to act. Empathy isn’t soft; it’s a competitive advantage. It drives sharper creativity, stronger client relationships, and tighter, more resilient teams. The best leaders I’ve seen don’t just listen. They actually understand where someone is coming from. They know that people care most about how something affects them. If you can make your vision meaningful and relevant to others, and help them feel emboldened, accomplished, and capable, you’ll unlock performance at every level. A team of empaths will always outperform a team of lone geniuses. And in advertising, that’s the edge. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Talent --- ### [What's Ahead for Fall 2025 in Advertising & Marketing](https://sashathemensch.com/whats-ahead-for-fall-2025-in-advertising-marketing/) **Published:** September 24, 2025 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/web-6.png) Based on the current climate, here’s what to expect in the advertising and marketing industry for the fall and winter of 2025. The industry is navigating three simultaneous and significant changes: the evolving business environment, the fragmentation of traditional agency structures, and the impact of AI. **Adapting to a New Business Climate** The current business climate is forcing brands to adjust on the fly. This shift has led to an increased demand for real-time responsiveness from advertising and marketing agencies. The most successful agencies and brands are those that can insert themselves into the cultural conversation, generating significant earned media and a high return on investment. Companies like Duolingo, Poppi, Liquid Death, DoorDash, and Chili’s, along with agencies like Rethink, Gut, David, and Golin, have excelled at creating timely, relevant, and conversation-driving work that goes viral and is remembered by people. Brands are seeking partners who can respond quickly to emerging trends and produce work that becomes part of the cultural moment. **The Evolution of the Agency Landscape** The historical structure of the advertising world is undergoing rapid change. We’re seeing a decline in the influence of some of the old guard, evidenced by mergers like the one between IPG and Omnicom. And, WPP is facing revenue pressures. At the same time, there’s been a proliferation of new, independent agencies across the U.S. and Europe. These smaller agencies are experiencing significant growth and are becoming formidable players. This shift is driven by their agility, ability to offer a more personalized approach, and lower overhead costs, which often translate into greater value for clients. The significant uptick in attendance at small agency conferences in recent years is also a clear indicator of this trend. **The Impact of AI** The third major change is the rapid evolution and adoption of AI. While you can’t avoid discussing AI in any industry, it’s had a profound impact on advertising. The challenge for agencies and marketers will be to integrate AI effectively without compromising the human creativity and strategic thinking that connects with audiences. AI is a powerful tool for efficiency and optimization, but it’s the human element that continues to drive the most impactful and culturally resonant work. **Categories:** Editorial **Tags:** Advertising, Sasha The Mensch, trends --- ### [Fernando Montero González, Executive Creative Director at INGO Hamburg](https://sashathemensch.com/sasha-the-mensch-fernando-montero-gonzalez-executive-creative-director-at-ingo-hamburg/) **Published:** September 25, 2025 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/webFernandoMonteroGonzalez_-1.png) **What is the number one quality you look for in talent?** It’s hard to single out just one quality, but if I had to choose, I’d say interest—interest in world events, in learning, in the profession, and in becoming better. To me, interest combines curiosity with the energy to pursue and fulfil that curiosity. **What is the very best career advice you’ve ever received?** From incredible people I’ve had the privilege to work with— Dr.Stephan Vogel, Liz Taylor, Juggi Ramakrishnan, Monica Moro, and many others — the advice has always been the same: never lose focus on the work, on the idea. That’s why we’re all here, and it’s the most rewarding part of what we do—both as individuals and as a business. **What part of your role as a leader do you find most rewarding?** For me, the most rewarding part is seeing people grow based on responsibility and trust. It’s inspiring to watch how, when you give people those two foundations, combined with their interest, they often bring out the best in themselves. Both Nico and I really enjoy this approach and find it deeply rewarding. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Talent --- ### [Ian Mackenzie, Co-Founder and Chief Creative Officer at Memory](https://sashathemensch.com/sasha-the-mensch-ian-mackenzie-co-founder-and-chief-creative-officer-at-memory/) **Published:** December 4, 2025 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Web-Ian-Mackenzie-1.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** Anywhere in my life where there’s love, those are the people who are driving my success. That’s the foundation. **What is the number one quality you look for in talent?** Perseverance. There aren’t many easy answers to the big questions our clients are asking us to help them solve. Hard roads take grit to walk. And there are some folks who for whatever reason just love the grind. These are people who see and believe in hard work’s ability to manifest great outcomes through exploration, discovery and polish. For me, the grind is one of the most rewarding parts of the job. I gravitate to collaborators who love it too. **What is something the industry isn’t paying attention to that they should?** I’m concerned our industry has put too much hope into abstract ideas of human creativity. It’s common in AI thought leadership, for example, to say versions of, ‘AI is great, but will never replace human creativity…’ as if stating it as fact will save us. I’ve seen many bright agency CEOs wield creativity as a shield, placing the fortunes of their agencies on the semi-true belief that in creativity we’re selling something clients can’t get elsewhere. Meanwhile, our entire industry has been slow to adapt to rapidly changing business conditions that are undermining its value, such as conservative structural approaches to innovation and outdated pricing models. When I look at creativity in all its forms, I see underlying systems at work. The rule of thirds, the colour wheel, grammar, the structural foundations of narrative and genre, the way we encode lived experience through words into the novel… the systems go on into infinity. Not only that, but human creativity, though amazing, accounts for just a tiny fraction of all that’s creative in the universe. Look back far enough and you have elements from the periodic table slamming together in deep sea thermal vents making life itself – no human creativity involved. Isn’t it plausible that someday soon machines will be able to produce work that stands alongside some of the universe’s other creative achievements? If the industry more broadly acknowledged some version of that, we might be able to get out a defensive stance and take the whole thing to an amazing new level together. **What is the very best career advice you’ve ever received?** Keep at it. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months** Launching a new agency! Memory! I spent my first six years in the business at an amazing indie agency called Grip Limited. I always admired what those founders had built and how they were working with clients. After another 14 years working at holding company agencies, for which I’m very grateful, it’s a joy and a dream to be starting an indie. I co-founded Memory with a former client and CMO, Ryan Bullock. And it’s the distillation of everything we’ve learned on our journeys so far, and hopefully addresses some of the pain points our industry is facing, such as the fracture between brand and performance. As for the next 12 months… I’m excited to make work with our clients that expresses the vision of the agency – technologically progressive, measurably effective, emotionally engaging and culturally relevant. **What has been the most challenging moment so far in your career?** I’m reading “challenging” here in its positive sense, because that’s what most of us want… a career that challenges us to live up to our potential. Any time there’s massive upside potential on the table… maybe we have a big idea in need of a genius tactical unlock. Maybe it’s an unwieldy pitch tangle of data, tech, creative, media and production that needs a unifying force. Maybe it’s the dream brief that’s secretly a nightmare brief because everyone keeps saying it’s a dream brief and the expectation is that it’s an easy grand slam…. These moments are challenging because we know they need our best, and nothing less is going to solve it. And meeting a challenging moment with your best is… the best! **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Q&A, talented people --- ### [Former Republica Havas CCO Launches New Agency](https://sashathemensch.com/former-republica-havas-cco-launches-new-agency/) **Published:** October 28, 2025 **Author:** Sasha The Mensch Team **Categories:** Press --- ### [Blake Winfree, Executive Creative Director](https://sashathemensch.com/blake-winfree-executive-creative-director/) **Published:** October 30, 2025 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Web-Blake-Winfree-1.png) **What is the number one quality you look for in talent?** Taste. Amongst other things of course, but for a creative person it’s taste. It’s one of those things you can’t teach. It’s such an amazing thing when you find someone that can process the world in their own unique way and then creatively articulate that point of view with a level of clarity and panache. Particularly within the confines of an ad brief because brands are typically unimaginative and conservative. So yeah, taste coupled with a little grit, kindness, and a sense of responsibility is the kind of talent I’d want to pay well and hold onto forever. **What is something the industry isn’t paying attention to that they should?** Where’s the beef? I was recently in a conversation with a friend who posed the question, “Over the past several years, where does the creative work that’s won gold and grand prix at our industries top award shows rank in the canon of great advertising?”. It was a question that sparked a serious and ongoing conversation amongst us. We both agreed that there is amazing thinking and impeccable craft on display at these shows. As an industry it’s clear that we’re mastering the art of the case study but how much of the work, if any, will be cited as exemplary within the industry and/or more broadly in culture. So we jokingly framed the conversation, Where’s the beef? Where’s the work that represents the best of our industry’s ability to take bold creative swings while also resonating culturally? Where’s Sony Balls? Where’s Epic Split? Where’s Honda Cog? Where’s Think Different? Where’s Find Your Greatness? And on and on and on. I love this business and I know year over year we are celebrating and awarding the very best but I think it’s worth paying attention to the fact that the biggest brands in the world don’t seem to be doing bold and famous nearly as often. That hurts the value placed on creativity for our entire industry in my opinion. **What is the very best career advice you’ve ever received?** Chase the work, not the money. The work will take care of everything else. **Categories:** Editorial **Tags:** Advertising, Creative Talent, talented people --- ### [What you need to know if you’ve just been laid off](https://sashathemensch.com/what-you-need-to-know-if-youve-just-been-laid-off/) **Published:** December 9, 2025 **Author:** Sasha The Mensch Team **Categories:** Press --- ### [John Long, Executive Creative Director & Writer](https://sashathemensch.com/sasha-the-mensch-john-long-executive-creative-director-writer/) **Published:** January 15, 2026 **Author:** Sasha The Mensch Team **Content:** **![](https://sashathemensch.com/wp-content/uploads/2026/05/Web-John-Long.png)** **What is the number one quality you look for in talent?** Curiosity. A curious mind is the irreplaceable quality in a creative. Our job mostly comes down to, “how can I say or do this differently?” And on some level, you have to be a curious person to think that way. Also, unless you’re working in-house for a single brand, the nature of advertising is that you’re going to be working for clients across a lot of different industries, many of which you’re probably unfamiliar with. To really understand their business, you have to be inclined to dig into the details, ask questions, and find little nuggets of truth no one else noticed. That’s where the gold is. With enough effort and hard work, just about anyone can learn craft. But you can’t teach curiosity. It’s innate. **What is something the industry isn’t paying attention to that they should?** The power of emotional connections. It’s what changes minds, builds brands, and creates lasting value over time. I think the industry’s almost fetish-like, hyperfocus on technology has been to its detriment. At its core, advertising is about persuasion and changing perceptions and behaviors. You can’t do that by simply bombarding people with the equivalent of windshield fliers. You do it through high-attention media that makes people *feel* something. And a lot of digital media channels aren’t conducive to conveying emotion. It’s not that I think technology is unimportant. I just believe the balance of our attention is out of whack. I wish we could take a month off from talking about using AI as a means to an end and talk instead about how AI can be used to make a piece of communication more impactful. **What are you most proud of in the last 12 months?** I wrote my first book, due out February 11. It’s titled *Zombie Brands: How brands lost their humanity—and how they can regain their appeal in the age of AI*. It explains why so many brands today seem so lifeless and dull, and what can be done about it. As a creative director working in New York, I’ve had a front-row seat for the tectonic shifts in our industry that have led us to this unhappy place. And a significant development over the past 10-15 years, one that is rarely discussed, has been the broad shift away from fame to targeting. Brands used to aspire to make themselves as attractive and appealing to as many people as possible. That meant they had to put a lot of effort and care into how they looked, sounded, and showed up in the marketplace. But with so much data and the collapse of mass media—along with the rise of social media and the introduction of the smartphone—marketers became seduced by the idea that all they had to do was talk directly to people who will “BUY NOW” right now. But, as I argue in the book, that approach is unsustainable. Brands like Nike and Adidas found that out the hard way. It’s not all doom and gloom, though. The book maps out a way forward: how brands can use the very same technologies that hollowed them out in the first place to regain their humanity and appeal. In the age of AI, being human will be a business advantage. It always is. **Categories:** Editorial **Tags:** Advertising Industry, Creative Talent, Q&A, talented people --- ### [Nick Bakshi, Executive Creative Director at BETC](https://sashathemensch.com/sasha-the-mensch-nick-bakshi-executive-creative-director-at-betc/) **Published:** February 5, 2026 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Sasha-The-Mensch-Web-Nick-Bakshi.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** My old partner, Erika Reyes. Over the thousands of hours we spent together and the comparable number of beers, she taught me more than I ever could have imagined about concept, craft, humility, passion, and how to not murder someone you spend way too much time with. **What is the number one quality you look for in talent?** Passion. Pretty much everything else you can learn. Humility for extra credit. **What is something the industry isn’t paying attention to that they should?** I learned to be a creative director by spending an ungodly number of hours as a creative. If AI makes everyone a creative director overnight, how will people learn to be creative directors? **What is the very best career advice you’ve ever received?** Don’t chase the money. Chase the work. Then don’t run too fast when the money chases you. **What part of your role as a leader do you find most rewarding?** Everything I’ve ever done, I’ve done for the airline miles. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months?** Winning international awards for both traditional and non-traditional work at the same awards show for Citroen felt like a really big milestone. It was the culmination of a lot of people working really hard for a really long time all with the goal of using creativity to make a brand shine. **What has been the most challenging moment so far in your career?** Moving from creative to creative director was incredibly hard. They’re completely different jobs, motivated by different things. Letting go of old habits, especially the ones that made you successful in the first place, was more difficult than I ever would have imagined. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Q&A, talented people --- ### [Jason Wolske, Director & Brand Creative Lead](https://sashathemensch.com/sasha-the-mensch-jason-wolske-director-brand-creative-lead/) **Published:** February 25, 2026 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Jason-Wolske.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** There isn’t a specific life event, but I credit a good chunk of my success to the how I was raised. I was encouraged to explore, and create, and build, and fail, and get back up, and listen, and to be empathic and respectful. And to never stop learning or trying something new. Without rad parents and three siblings, I don’t think I’d be who or where I am today. **What is the number one quality you look for in talent?** Creativity in their everyday life, not just advertising. I find that people who have creative outlets outside of work are usually the ones who bring unique insights and perspectives to the table. Advertising should be as entertaining as the arts. I try to find talent that carry that sorta magic in their soul. **What part of your role as a leader do you find most rewarding?** Leading creatives in a direction that helps them see the potential of their own nuggets of an idea and watching them evolve those ideas is a very special feeling. Once the crafting begins and they get excited about what they’re creating – that’s a win for me. When the spotlight is on the teams and their work, I believe I’ve done a great job. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Q&A, talented people --- ### [Kristina Jørgensen, Global Business Lead at McCann](https://sashathemensch.com/sasha-the-mensch-kristina-jorgensen-global-business-lead-at-mccann/) **Published:** April 9, 2026 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/Kristina-Jorgensen-web.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** It’s never just one person and I think that’s the beauty. It starts at home. None of the jumps I have made happen without a partner willing to say *“sure, let’s try that”* when “that” means walking away from something steady to try something completely new. That kind of support is quiet, daily, and it’s what allows you to grow. Then there are the people who saw something in you before you fully saw it in yourself. Clare Pickens took a huge chance and helped me shift gears into an industry I had no business being in on paper (forever grateful and best opportunity I got). And Richard Green, at the start of COVID, when the world had just stopped, took a chance on someone who had just begun their freelance journey and didn’t exactly fit the mold. It worked wonderfully. And it reminded me that the best things often happen when someone bets on you before you’ve proven it on paper. Each of them gave me a little more confidence. A little more runway. And I think that’s what people underestimate, it’s rarely one big break. It’s a series of people choosing to believe in you, and that accumulation is what allows you to grow, pivot, and eventually back yourself. **What is something the industry isn’t paying attention to that they should?** Curiosity. Genuine, restless, slightly inconvenient curiosity. AI accelerates everything and it’s a remarkable tool. But right now it also can have us all thinking in surprisingly similar ways. And the pressure for short-term results doesn’t help either; when every decision needs to show a return, you stop making space for the kind of thinking that sees things differently. The industry knows curiosity matters – it talks about it constantly. But the structures we’ve built are quietly working against it. So curiosity is becoming a conscious choice rather than a natural byproduct of how we work. **What part of your role as a leader do you find most rewarding?** Building the environment where people can grow into their own potential. Where they feel free to question, get it wrong, find their voice, and back themselves. When that clicks, when someone becomes more than they thought they could be, that’s the part that makes this job so good. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Q&A --- ### [Caroline Winterton, former Chief Executive Officer at DDB North America](https://sashathemensch.com/sasha-the-mensch-caroline-winterton-chief-executive-officer-at-ddb-north-america/) **Published:** April 29, 2026 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/QA-Caroline-Winterton-web.png) **If you could attribute one other person or life event to your success, who or what would it be and why?** I’d have to say my late husband. Bruce passed from ALS about 8 years ago but watching him battle ALS taught me that no matter how tough life is there’s a way to get through it with grace, kindness, laughter and a healthy dose of perspective. It made me a better human, not just at work, but in every sense of my life. **What is the number one quality you look for in talent?** Curiosity. The kind that doesn’t wait for permission. People who ask better questions, push past the obvious, and genuinely want to understand how things work tend to elevate everything around them. You can teach skills. You can’t teach that instinct to dig deeper. **What is something the industry isn’t paying attention to that they should?** We’re underestimating how much people are craving clarity. There’s so much noise, so many tools, so much fragmentation, and not enough simplification. The companies that win won’t just be the most innovative, they’ll be the ones who make things make sense again. **What is the very best career advice you’ve ever received?** “Be the calm in the room when it matters.” The one people trust to bring clarity, perspective, and a point of view that actually moves things forward **What part of your role as a leader do you find most rewarding?** Watching people realize what they’re capable of, often before they see it themselves. There’s nothing better than seeing someone step into their confidence and run. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months** I’m proud of helping rebuild momentum where it mattered most, not just in business performance, but in belief. Turning around energy, culture, and confidence at the same time is never easy, and it’s what makes the work stick. Looking ahead, I’m excited about building what’s next with intention, creating something that opens doors for people in a more meaningful, lasting way. **What has been the most challenging moment so far in your career?** Navigating moments where things don’t go your way, especially at the highest levels, and choosing how you show up anyway. It’s one thing to lead when everything is working. It’s another to lead with clarity and conviction when it’s not. Those moments test you, but they also define you. **Categories:** Editorial **Tags:** Advertising, Advertising Industry, Creative Talent, Q&A, talented people --- ### [Joshua Stein, Partner, Chief Creative Officer at LG2](https://sashathemensch.com/sasha-the-mensch-joshua-stein-partner-chief-creative-officer-at-lg2/) **Published:** May 21, 2026 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/06/Web-Joshua-Stein.png "Web-Joshua-Stein") **What is the very best career advice you’ve ever received?** When I think about it, the best advice for how to approach work was probably influenced more by what I grew up around than anything I heard later in advertising. I was influenced in many ways by people like Ian MacKaye, where his whole mindset was basically: the work comes first. He has this quote, “I just have work to do; I just do it,” and that always stuck with me. It’s simple, but it cuts through a lot. That scene’s DIY philosophy was about taking ownership—don’t wait for permission, build things yourself, stay true to your principles, and treat your work like a responsibility to the people depending on you. **What is the number one quality you look for in talent?** At the end of the day we need talent more than they need us because every agency is looking for hungry creatives who want to learn, push the work forward, and make everyone around them better. The job is simply to create the conditions where the best work of their careers is possible. I tell young people who I want to hire that one day they are going to quit. And it will be for one or two reasons. The first being they did something amazing. The industry noticed, they bragged about it, won some awards, and another agency down the street noticed and made them an offer they couldn’t refuse. The other reason is that they haven’t done any of that and it’s time to try and find a place where they might. Obviously everyone knows which scenario is best. The other quality I am looking for is a sense of humour – someone who laughs at this ridiculous pitch. **What part of your role as a leader do you find most rewarding?** Still to this day, if I stumble across a portfolio site of someone I used to work with and they have a project or two in their book that we worked on together at some point – that makes me the happiest. It means they’re using it to show the industry what they are capable of and are still proud of it. More often than not it reminds me that I should be too. **Categories:** Editorial --- ### [Nellie Santee, Creative Director at David Miami](https://sashathemensch.com/nellie-santee-creative-director-at-david-miami/) **Published:** June 4, 2026 **Author:** Sasha The Mensch Team **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/06/Sasha-the-mensch-Nellie-Santee-David-Miami-1.png "Sasha-the-mensch-Nellie-Santee-David-Miami") **If you could attribute one other person or life event to your success, who or what would it be and why? There are so many people who have championed me and helped me be seen by the right people at the right time, but I can think of one person who made a pivotal difference. Titi! She was the creative coordinator at DAVID when I was an intern, and she was the one who raised the alarm to leadership that if they didn’t make an effort to hire me after my internship, I would walk out the door. And I’m happy they listened to her, because that’s when my growth really started. **What is the number one quality you look for in talent? Curiosity. When people have weird ideas that come from random rabbit holes, or when they ask questions in briefing meetings, you can tell their brains are already working—trying to solve the puzzle in front of them. **What is something the industry isn’t paying attention to that they should? I think there is a crisis in training younger talent. It’s above my pay grade to understand why we don’t have as many junior- and mid-level creatives in agencies anymore, but we need more people learning on the job so the industry can keep going in the future. And I feel like that’s happening everywhere. **What is the very best career advice you’ve ever received? Two things come to mind. Once, I asked a Creative Director about an offer I had received to see if it was good, and he said: “Looks like they need you more than you need them.” That stuck with me. Sometimes we get flattered by offers, but it’s important to really think about what’s right for you and your career path. The second one is silly, but I think about it a lot. I was getting feedback on a script and my CD said, “You’re a creative, go create!” And I was like, “You know what? Yes, I will.” We don’t need permission to create, that’s literally our job. **What part of your role as a leader do you find most rewarding? Saying yes to other people’s ideas. I used to be very self-conscious about getting my own work across, to prove to myself and others that I could do the job. But after doing it for a while, it’s become much more fun to see other people’s ideas and help them grow. **What are you most proud of in the last 12 months? Or, what milestones do you most look forward to over the next 12 months Stepping into this new role as a Creative Director is the latest milestone I’m achieving. With it comes a new set of challenges, and I often think back to the good (and bad) examples I’ve seen in my career, trying to figure out what to emulate and what to do differently. Let’s see how I do. **What has been the most challenging moment so far in your career? Probably the pandemic. It feels both recent and long ago, but it fundamentally changed how we work and the kind of ideas we make. I think I’m still trying to get a read on the culture, understanding what truly lands and becomes part of everyday conversation, versus what stays stuck only within the industry. **Categories:** Editorial --- ## Pages ### [Home](https://sashathemensch.com/) **Published:** May 12, 2025 **Author:** nativaweb **Content:** # Executive Search & Strategic Growth for the Advertising and Marketing Industries. We partner with agencies and brands to identify exceptional leaders in the U.S. and globally. ![](https://sashathemensch.com/wp-content/uploads/2026/05/who-we-are-bg-2-scaled.avif "who-we-are-bg-2") ## Who we are. ### Global Perspective & Personal Insights. **Sasha the Mensch is a global executive search and advisory firm** built on a fundamental understanding of what drives people and the industries they lead. Since 2006, we’ve operated on a singular premise: the right conversation at the right moment can change a company’s entire trajectory. We bring you these conversations, navigating every search with the level of integrity and commitment that our name implies. Wherever you are in the world, from New York, Minneapolis to Dubai we are with you. We identify the leaders who define culture and scale impact. We curate the leadership that secures your company’s future. ![](https://sashathemensch.com/wp-content/uploads/2026/05/who-we-do-business-bg-2.avif "who-we-do-business-bg-2") ## How we do business. ### Partnership With Purpose. Executive search is an investment in your company’s future, and **we lead with the accountability of a vested partner**. We believe a Mensch is defined by how they show up for people and keep their word. This is the foundation of our work. We immerse ourselves in the details of your business to ensure the people we place align with your values and your vision. **We provide more than talent. We offer the market intelligence, cultural nuance, and industry foresight that standard firms overlook.** **We are your advocates.** In every conversation and every market we enter, we represent your brand with integrity. ![](https://sashathemensch.com/wp-content/uploads/2026/05/areas-of-expertise-bg-2.avif "areas-of-expertise-bg-2") ## Areas of expertise. ### Executive Leadership Placement **We identify the C-suite leadership** capable of defining the next era for global agencies and brands. ### Global Market Advisory **We leverage our international network and insight into your company’s culture and context** to help agencies andbrands establish a footprint in new markets. ### Core Disciplines **Our expertise spans the core functions that drive agency growth and brand innovation**. We curate talent across creative, strategy, media and brand marketing. ![](https://sashathemensch.com/wp-content/uploads/2026/05/our-success-bg-2.avif "our-success-bg-2") ## Our Success. ### Global Impact We’ve placed executive leaders in: New York, Chicago, Minneapolis, Atlanta, Toronto, London, Paris, Frankfurt, Milan, Singapore, Shanghai, Dubai and Moscow. **Our deep knowledge of the advertising and marketing industry has also made us trusted partners** for brands building high-performance in-house teams. ## Our Partners. ### Brands ![](https://sashathemensch.com/wp-content/uploads/2026/05/crunchyroll.svg "crunchyroll") ![](https://sashathemensch.com/wp-content/uploads/2026/05/duolingo.svg "duolingo") ![](https://sashathemensch.com/wp-content/uploads/2026/05/Rivarly.svg "Rivarly") ![](https://sashathemensch.com/wp-content/uploads/2026/05/food-lion.svg "food-lion") ![](https://sashathemensch.com/wp-content/uploads/2026/05/intel.svg "intel") ### Agencies ![](https://sashathemensch.com/wp-content/uploads/2026/05/BBDO.svg "BBDO") ![lepub logo (white wordmark on black background)](https://sashathemensch.com/wp-content/uploads/2026/06/LogoGlitchHeader-white-2x.png "LogoGlitchHeader-white-2x") ![](https://sashathemensch.com/wp-content/uploads/2026/05/tbwa.svg "tbwa") ![](https://sashathemensch.com/wp-content/uploads/2026/05/ogilvy.svg "ogilvy") ![](https://sashathemensch.com/wp-content/uploads/2026/05/forsmanandbodenfors.svg "forsmanandbodenfors") ![](https://sashathemensch.com/wp-content/uploads/2026/05/betc.svg "betc") ![](https://sashathemensch.com/wp-content/uploads/2026/06/onescreen_logo-1024x111-2.png) ### Boutiques & Independents ![](https://sashathemensch.com/wp-content/uploads/2026/05/gut.svg "gut") ![](https://sashathemensch.com/wp-content/uploads/2026/05/courage.svg "courage") ![](https://sashathemensch.com/wp-content/uploads/2026/05/logo_jl.png "logo_jl") ![](https://sashathemensch.com/wp-content/uploads/2026/05/serviplan-group.svg "serviplan-group") ![](https://sashathemensch.com/wp-content/uploads/2026/05/our-team-bg-2.avif "our-team-bg-2") ## Our team. A team of global advisors with backgrounds in psychology, strategy consulting, M&A, and creative agency leadership. Based in New York, Minneapolis, and Dubai. [### Sasha Martens | President & Founder ](https://sashathemensch.com/our-team#sasha) [### Ro Martese | Executive Search/Advisor ](https://sashathemensch.com/our-team#ro) [### Josefina Sierra | Executive Search/Advisor ](https://sashathemensch.com/our-team#josefina) [### Lindsay Murray | Executive Search/Advisor ](https://sashathemensch.com/our-team#lindsay) [Meet the team](https://sashathemensch.com/our-team/) ![](https://sashathemensch.com/wp-content/uploads/2026/05/network-with-us-bg-2.avif "network-with-us-bg-2") ## Network With Us. ## Press & Editorial. [ ![Petri dish with purple liquid and bubbles forming a dollar sign.](https://sashathemensch.com/wp-content/uploads/2026/08/soda-revenue-digiday-768x432.webp) ](https://sashathemensch.com/brand-marketers-are-adopting-fan-first-social-media-strategies/) [Press](https://sashathemensch.com/press/) [### Brand marketers are adopting fan-first social media strategies](https://sashathemensch.com/brand-marketers-are-adopting-fan-first-social-media-strategies/) For soft-drink brand Poppi, fans come before consumers. The Pepsico-owned brand has bottled up an innovative approach to social media that’s beginning to be picked up by the marketers behind… [ ![Smiling man with short dark hair and glasses, wearing a black jacket over a white T-shirt, facing the camera (black-and-white photo).](https://sashathemensch.com/wp-content/uploads/2026/08/Web-Francesco-Grandi-768x432.png) ](https://sashathemensch.com/francesco-grandi-chief-creative-officer-at-lepub-london/) [Editorial](https://sashathemensch.com/editorial/) [### Francesco Grandi, Chief Creative Officer at LePub London](https://sashathemensch.com/francesco-grandi-chief-creative-officer-at-lepub-london/) What is the very best career advice you’ve ever received? It was something I heard Chuck Palahniuk (Fight Club author) say in an interview. “Don’t stop until the glass breaks.”… [ ![Portrait of a smiling Black woman with long dreadlocks, oversized black glasses, hoop earrings, and a gray sweater.](https://sashathemensch.com/wp-content/uploads/2026/07/Web-sasha-the-mensch-Angela-Williams-768x432.png) ](https://sashathemensch.com/angela-williams-svp-group-creative-director-at-fifth-element/) [Editorial](https://sashathemensch.com/editorial/) [### Angela Williams, SVP, Group Creative Director at Fifth Element](https://sashathemensch.com/angela-williams-svp-group-creative-director-at-fifth-element/) If you could attribute one other person or life event to your success, who or what would it be?Besides my mother, I would say it was my high school ROTC… [View All Articles](https://sashathemensch.com/editorial/) [Press Releases](https://sashathemensch.com/press/) --- ### [Privacy Policy](https://sashathemensch.com/privacy-policy/) **Published:** February 17, 2026 **Author:** nativaweb **Content:** Effective Date: June 9, 2026 Welcome to Sasha the Mensch Inc. (“we,” “our,” or “us”). We are an executive search and recruiting firm dedicated to matching top talent with prospective employers. Respecting your privacy and protecting your personal data is a top priority. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website (https://sashathemensch.com/) or engage our recruiting services. ## 1. Information We Collect We collect personal information directly from you, automatically through our website, and from third-party professional platforms. Information You Provide to Us: - **Contact Form:** When you reach out to us via the contact form on our website, we collect your Name, Email Address, LinkedIn URL, and the contents of your Message. - **Newsletter Signup:** If you opt-in to our mailing list, we collect your email address to send you updates and newsletters. - **Recruiting Data:** As part of our executive search process, you may provide us with additional professional details, such as resumes, employment history, education, and compensation expectations. Information Collected Automatically: - **Google Analytics:** We use Google Analytics to understand how visitors interact with our website. This automatically collects non-personally identifiable information such as your IP address, browser type, device identifiers, and browsing behavior on our site. Information from Third Parties: - We may collect publicly available professional information about you from third-party platforms, such as LinkedIn, to evaluate your candidacy for open opportunities. ## 2. How We Use Your Information We use the information we collect for the following business purposes: - **To Provide Recruiting Services:** To evaluate your professional background and match you with prospective employment opportunities. - **To Communicate With You:** To respond to your inquiries via our contact form and send you professional updates via our Mailchimp newsletter. - **To Improve Our Website:** To analyze website traffic and user engagement using Google Analytics to enhance your experience. ## 3. How We Share Your Information We are committed to maintaining your trust. We do not sell, rent, or share your personal data with third parties for their marketing or advertising purposes. We only share your information in the following circumstances: - **With Prospective Employers (Strictly With Your Consent):** We will **never** share your resume, profile, or personal information with a potential employer without first obtaining your explicit consent for that specific opportunity. - **With Service Providers:** We use trusted third-party vendors to facilitate our operations, such as Mailchimp for managing our email newsletters and Google Analytics for website data. These providers only have access to the information necessary to perform these limited functions on our behalf. - **For Legal Reasons:** We may disclose your information if required to do so by law, subpoena, or in response to a valid request from law enforcement or government authorities. ## 4. Cookies and Tracking Technologies Our website uses tracking technologies, specifically Google Analytics, to analyze trends, track user movements around the site, and gather demographic information about our user base as a whole. You can control the use of cookies at the individual browser level. If you reject cookies, you may still use our website, though some features may be limited. ## 5. Data Retention Because executive search is an ongoing process and career opportunities arise over time, we keep your professional information on file indefinitely so that we can contact you regarding future opportunities. We will retain and securely store this data unless you explicitly request that we delete it. ## 6. Your Privacy Rights Depending on your state of residence (such as California under the CCPA/CPRA, or other state privacy laws), you may have the following rights regarding your personal information: - **The Right to Access:** You can request a copy of the personal data we hold about you. - **The Right to Correction:** You can ask us to update or correct inaccurate or incomplete information. - **The Right to Deletion:** You can request that we delete your personal data from our systems at any time. To exercise any of these rights, or to opt out of our Mailchimp newsletter, please contact us at: team@sashatm.com. We will respond to your request within the timeframe required by applicable law. ## 7. Data Security We implement reasonable administrative, technical, and physical security measures to protect your personal information from unauthorized access, alteration, disclosure, or destruction. However, please be aware that no electronic transmission over the internet or information storage technology can be guaranteed to be 100% secure. ## 8. Children’s Privacy Our website and services are intended for professionals and are not directed to individuals under the age of 18. We do not knowingly collect personal information from children. If we become aware that we have collected personal data from a child, we will take immediate steps to delete that information. ## 9. Changes to This Privacy Policy We may update this Privacy Policy from time to time to reflect changes in our practices or for other operational, legal, or regulatory reasons. Any updates will be posted on this page with a revised “Effective Date.” ## 10. Contact Us If you have any questions or concerns about this Privacy Policy or how we handle your personal information, please contact us at: Sasha the Mensch Inc. Email: team@sashatm.com Website: https://sashathemensch.com/contact --- ### [What We Do](https://sashathemensch.com/what-we-do/) **Published:** May 18, 2026 **Author:** nativaweb **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/who-we-do-business-bg-2.avif "who-we-do-business-bg-2") # Advising Leadership. Architecting Teams. Connecting Innovators. ## Strategic Guidance Beyond the Search. Finding executives is only one piece of the puzzle. We act as trusted advisors to CMOs, CFOs, and business leadership, providing the strategic framework needed to build and evaluate world-class marketing ecosystems. We don’t rely on massive, impersonal data sets like traditional pitch consultants; instead, we facilitate highly bespoke, independent partnerships that drive tangible business value. ## Our Core Capabilities ### Executive Search & Leadership Placement We specialize in placing senior leadership that transforms organizations. Partnering with top-tier corporate entities, we source and secure the visionaries needed at the helm. **C-Suite Focus:** Dedicated searches for CEOs, CMOs, and CFOs. **Leadership Construction:** Building out senior management layers to support strategic business objectives. ### Global Talent & Nearshoring Strategy Modern businesses require global perspectives. With an extensive footprint spanning Mexico, India, Germany, and Italy, we connect clients with the best talent globally. **International Expansion:** Advising on talent acquisition across global markets. **LATAM Nearshoring:** Specialized consulting on nearshoring creative and technical talent from Latin America to optimize budgets and maintain high-quality output. ### Independent Partnerships & AI Integration The future of marketing relies on innovative technology and fresh creative partnerships. We bridge the gap between traditional brands and cutting-edge tech. **AI Matchmaking:** Connecting established brands with specialized AI companies to drive digital transformation. **Creative Evaluations & Matchmaking:** Assessing your current marketing teams and pairing you with independent creative agencies that align with your specific vision. ![photo of outer space](https://sashathemensch.com/wp-content/uploads/2026/05/Q1p7bh3SHj8.jpg) A Global Network Built on Precision, Not Volume. We are not a high-volume recruiting machine, nor are we a traditional pitch consultancy. We are experienced advisors who understand the heavy demands placed on modern senior leadership. By combining deep corporate rigor with access to niche international talent and emerging AI innovators, we provide a sophisticated blueprint for sustainable growth. ## Ready to construct your future marketing ecosystem? Let’s discuss your leadership and partnership needs. [Contact us](https://sashathemensch.com/contact/) --- ### [Our Team](https://sashathemensch.com/our-team/) **Published:** May 9, 2026 **Author:** nativaweb **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/our-team-bg-2.avif "our-team-bg-2") # Our team. ## Meet our team of *global advisors.* Founder ### Sasha Martens Sasha has spent nearly 25 years at the center of the search industry, navigating the evolution of global talent. He began his career at a large executive search firm in Chicago. While there, he became the company’s top performer and expanded their reach in the creative space of advertising and marketing. He went on to found Sasha the Mensch in 2006. Over the years, he has transformed the company into a specialized advisory practice, curating leadership for brands and agencies worldwide. A pioneer in building agile, borderless teams long before the rest of the world caught up, Sasha brings a level of professional intuition and personal stewardship that ensures his clients make hires that build and secure their legacy. ![](https://sashathemensch.com/wp-content/uploads/2026/05/sasha.avif "sasha") ![](https://sashathemensch.com/wp-content/uploads/2026/05/ro.avif "ro") Executive Search/Advisor ### Ro Martese Ro’s approach is defined by a focus on how people lead, build, and decide. As a licensed psychologist with a foundation in corporate strategy at Accenture and E&Y, she translates deep behavioral insight into strategic talent decisions for high-performance environments. She has a natural ability to recognize the subtle patterns others overlook, identifying exactly where a leader’s ambition and a company’s opportunity truly align. Executive Search/Advisor ### Josefina Sierra Josefina manages executive search across the global advertising and creative industries, drawing on a strategic foundation built at JPMorgan Chase and Accenture. She navigates the cultural nuances of the U.S., LATAM, and European markets to identify world-class talent for agencies and brands that prioritize creative excellence. Known for her tenacity and candor, Josefina builds long-lasting relationships by going the extra mile to understand the deeper ambitions of the people she represents. ![](https://sashathemensch.com/wp-content/uploads/2026/05/josefina.avif "josefina") ![](https://sashathemensch.com/wp-content/uploads/2026/05/lindsay.avif "lindsay") Executive Search/Advisor ### Lindsay Murray With a background in financial analysis and M&A within the logistics sector, Lindsay brings a rigorous commercial lens to the search process to understand the true organizational impact of every hire. A U.S. native who has spent the last decade working across international markets, she facilitates the entry and scaling of teams in new territories with a natural curiosity and an eye for operational detail. She is committed to the long-term success of the business, ensuring every leader provides a lasting contribution from day one. --- ### [Contact](https://sashathemensch.com/contact/) **Published:** May 9, 2026 **Author:** nativaweb **Content:** ![](https://sashathemensch.com/wp-content/uploads/2026/05/our-success-bg-2.avif "our-success-bg-2") # Contact. ## Contact Form EmailThis field is for validation purposes and should be left unchanged. Name(Required) First Last Email(Required) Enter Email Confirm Email Linkedin(Required) Message(Required)Please let us know what's on your mind. Have a question for us? Ask away. CAPTCHA Submit --- ## Jobs ### [Head of New Business](https://sashathemensch.com/job/head-of-new-business/) **Published:** May 10, 2024 **Author:** nativaweb **Job Category:** Strategy --- ### [Head of Strategy](https://sashathemensch.com/job/2212-2/) **Published:** May 10, 2024 **Author:** nativaweb **Job Category:** Strategy --- ### [ECD](https://sashathemensch.com/job/ecd/) **Published:** May 10, 2024 **Author:** nativaweb **Job Category:** Creative --- ## Categories ### [Editorial](https://sashathemensch.com/editorial/) --- ### [Press](https://sashathemensch.com/press/) --- ## Tags ### [Advertising](https://sashathemensch.com/tag/advertising/) --- ### [Advertising Industry](https://sashathemensch.com/tag/advertising-industry/) --- ### [Creative Talent](https://sashathemensch.com/tag/creative-talent/) --- ### [foreigners](https://sashathemensch.com/tag/foreigners/) --- ### [talented people](https://sashathemensch.com/tag/talented-people/) --- ### 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