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Carolina, with over a decade of experience, stands as a guiding force in the field of integrated marketing, branding, and advertising. Her illustrious career includes projects with industry giants like Emaar Group, Meydan Group, Majid Al Futtaim Retail, Nasdaq Dubai, Dubai Financial Market, Afnan Perfumes, Urbi, and others. Through her consultancy, she has played a pivotal role in establishing strategic integrated marketing campaigns, leaving an indelible mark on businesses across the Gulf, Africa, Europe, and South America.
Hailing from Chile, Carolina’s journey is marked by a relentless pursuit of creativity and excellence. She is not just a CEO, MD, and Creative Director, she is a true entrepreneur, having built award-winning creative teams and founded her agency in 2010. For Carolina, creativity is not a job, it’s a lifestyle that permeates every aspect of her professional journey.
“I started my integrated marketing agency once I realized the immediate need for one agency to cover all marketing services. I was working on a lot of new business for my current agency, at that time and I observed clients struggling with the fragmentation of marketing services. Each aspect, from branding to digital and events, required an independent “expert” agency to support causing delays and inconsistencies. It was inconvenient for the clients to engage with multiple agencies, as each wanted to impose their strategy and way of thinking. This led to delays and inconsistencies in the brand journey. That’s why I decided to build an integrated marketing agency that takes care of all aspects, with one agency fee and one strategy for all implementations.” She added with pride when asked about the story behind the inception of 6W Agency.
Before delving into the tangible world of marketing, Carolina held a director position at a fashion magazine. Her academic background in Spanish journalism and Political Science reflects her analytical prowess and effective communication skills, qualities that distinguish her strategic approach in the marketing arena.
When asked about the struggles faced, she says, “One of the challenges we faced was the traditional way of doing business. We were a “nomad agency”, while RFPs required proof of office and physical assets to showcase credibility. I also faced challenges in implementing a more flexible and responsible structure for the business, allowing team members to have control over their timings and considering the needs of new moms and independent resources.”
Carolina shared her perspective on ‘overcoming fear and uncertainties in the entrepreneurial journey’, “I believe that fears are limitations, and the only way to overcome them is to have the courage to face them and turn them into experiences. I cannot let fear dictate any actions in any aspect of life. Fear is the opposite of growth.”
Carolina’s interests extend far beyond the confines of her professional realm. She is deeply passionate about national brands, startup ideas, real estate, fashion, and the hospitality business. This diverse array of interests enriches her perspective, making her not just a marketer but a holistic business thinker, investor, and motivator with a keen eye for industry trends and innovations.
In addition to her role at 6W Agency, Carolina holds a Board Advisor position in multiple businesses contributing significantly with business structures and marketing to MENA development at u-planner.com.
Carolina mentions her source of inspiration: “I draw inspiration from various sources daily. But primarily I am extremely grateful for the big influence of my Mom and grandmother in my life and the strength, experience, and courage they gave me from an early age. Another source is my problem-solving mindset. Many of the ideas I incorporate into my business and lifestyle are a result of wanting to solve problems and provide a better approach.”
Carolina’s commitment to pushing boundaries, problem-solving skills, and finding creative solutions is evident throughout her journey. Her ability to lead, manage, and build award-winning creative teams speaks volumes about her entrepreneurial spirit and dedication to excellence.
When we talked about the uniqueness of business she said, “What sets me apart is the people. I firmly believe in the uniqueness that each individual brings to life, and this is reflected in the work we do and offer. While there may be similarities in the way things are done, it will never be the same because the people delivering the work are different. What makes my team and myself different is our genuine passion and love for what we do. Personally, 6W Agency, marketing, and my work are an extension of my beliefs, who I am, and my lifestyle.”
Carolina’s international exposure and collaboration with diverse creative agencies shaped her approach to business and marketing, “It exposed me to different cultural nuances and market dynamics. It made me adaptable and taught me the importance of tailoring strategies to diverse audiences. This global experience is evident in the way 6WAgency approaches integrated marketing, acknowledging the uniqueness of each market.”
“Working with diverse creative agencies provided invaluable insights into industry practices. It allowed me to understand the market dynamics in the Middle East. Building 6W Agency was a culmination of these experiences, aiming to offer a unique approach to integrated marketing.” She continues to emphasize.
According to Carolina the do’s and don’ts that people need to take care of in today’s era are, “Do not allow fear to blind your path and prevent you from challenging yourself with new adventures. Embrace the transformation and changes happening in areas such as AI, marketing, and communication, and create successful stories from it. Enjoy the process of innovation and evolution and find a way to utilize it towards your efficiency and growth. Just ensure never to lose your authenticity as I strongly believe a brand and personal journey should be towards growth to be more authentic than yesterday. As a person or a business: try, experience, and learn as well as never forget that no matter what business you are at or running, you are always communicating from P2P(person to person) as decisions are only done by people representing a brand/business.”
In a world where creativity knows no bounds, Carolina stands as an inspiration not only through her professional achievements but also through her passion for a creative lifestyle. Her journey serves as a testament to the transformative power of integrating creativity into every facet of business and life.
