Interview
Elva del Rosario Pacheco Llanos
Germany
With a strong sense of belief in creativity as a weapon for a better world, Elva Pacheco enjoys building concepts and evoking feelings from the power of advertising!
1 Please give us a brief bio of yourself and your background.
Hi, my name is Elva Pacheco, I was born in La Paz - Bolivia, and I'm currently working in Berlin - Germany. I studied Social Communication and Advertising. In December 2021, I finished the Art Direction Portfolio program at Miami Ad School. My work experience is based on sustainability projects in my country, then I decided to change the path and work in advertising.
2 What led you to become a marketing communications professional?
I really like building concepts and creating feelings with advertising. I strongly believe that creativity is a weapon for a better world... and believe me, I'm not just a dreamer.
3 What is your role in the agency, and what traits should a marketing communications professional possess to be successful in their role?
I'm a Junior Art Director at Sholz and Friends Berlin. I think that being successful is to finished a job and all the team and client is happy with the result. I think that loving what you do is always the motor to having good results, that means investigation, inspiration, concepts generation and craft the idea. Every step is important and must be love in all the prossess.
4 Tell us more about your agency/company.
I'm a Junior Art Director at Sholz and Friends, Berlin. I consider that being successful is to finish a job and all the team and client is happy with the result. Furthermore, I think that loving what you do is always the motor to having good results, that means investigation, inspiration, concepts generation and craft the idea. Every step is important and must be love in all the process.
5 What is your own definition of marketing communications?
Make your product or idea visible and sexy.
6 Describe your marketing communications style and its main characteristics.
Open to listening to opinions and always work in team.
7 Tell us about your ideation process.
I like to work individually first, investigating insights and context, then I like to share with a team to create concepts or shape ideas. Every idea must have a reason. After brainstorming, I inspired in design trends to give a personality to the product, and finally I start to craft it.
8 Congratulations! As the winner of the NYX Marcom Awards, what does it mean for you and your team to receive this distinction?
It is a great achievement for me, and it is a small step of a dreaming project that can help women's health and wellness.
9 How has winning an international award help to promote your agency and works?
It makes my work and the idea stronger, that can be done and with good results.
10 What are the challenges of your winning entry(s)?
You are compeating with very talented people that also have great solutions to people.
11 How has the country you are based in helped during your ideation process?
It motivates me to create, create, share and keep walking that the world is running.
12 What are the current trends in the marketing communications industry that you are most excited about?
Projects that make a bridge with commercial and sustainability ideas, that can have political influence.
13 What are the top three (3) favorite things about the marketing communications industry?
Creativity Investigation Teamwork
14 What resources would you recommend to someone who is searching to improve their marketing communications ideas and concepts?
Always linkedin and social media applications, but also old school advertising.
15 Where do you see the evolution of the marketing industry in the next 5-10 years?
I think that they will be more creative because there are a lot of companies that want to be seen.
16 Who inspired you in your life, and why?
Always my mother, because she never give up with nothing.
17 What is your key to success? Any parting words of wisdom?
Keep learning, is always something new that will surprise you. Don't kill the child that lives inside you.
