Beyond the Brief:
Carla Rubio made the leap from New York City to Miami in September to work as an account manager for the Latin American region at Mindshare. Before joining Mindshare, Rubio was working with communications planning at Carat USA.
In addition to her creative work, Rubio gives back to the places that gave her the big start that she needed. One of them is MAIP, which gives multicultural students the opportunity to complete internships in the advertising world. She serves on the Alumni Executive Council with others from agencies from across the country, including ZenithOptimedia, BBDO, McCann and more.
Carla Rubio is not only a creative who is committed to expanding the creative sphere, but her commitment to mentoring people in the advertising industry, shows why she is an example of living beyond the brief.
If you had to do it all over again, what would you do differently?
No, I believe that we’re on the path we’re supposed to be on for a reason, in it we learn lessons for the future and meet people that will become a bigger part of our lives later. In 2009, I went to NYC thanks to MAIP with no zero expectations and no plans on making a permanent move, little did I know that summer would be the catalyst for my entire career. Since then, I’ve been part of two remarkable companies, Mindshare, and Carat, during some of their best years, where I’ve soaked up all the digital media and communications planning knowledge possible, from some of the most talented people I’ve ever met. Of course, I’ve had moments when I’ve doubted myself and what I was doing, but when you realize that you are exactly where you need to be to get to where you want to go, life feels complete.
What’s the biggest issue the industry faces? How would you solve it?
While the industry talks about privacy and brand safety, I don’t think that’s the most important issue. I think those things will take their course the same way they always do, when new technologies are developed. I think the biggest issue we face is brands and agencies becoming so big that they’re losing the personal aspect of solving the brands’ challenges, as well as those of the people and their communities. Instead, brands and agencies are falling for the same routine, focusing on P&L, resulting in less passionate employees and less personalized work. To solve this, I hope to establish my own company, focused on helping small businesses grow in a way that’s sustainable and beneficial for all its stakeholders. There is a booming market in Miami for startups which makes this the perfect place to start planting the seed of reaching back and leveraging the resources it has to grow these companies and help the local economy flourish.
What do you believe your legacy in advertising will be? Why is that?
I am a very curious person and I know this will be my legacy in the industry. I believe that asking questions not only enables you to expand your knowledge but also inspires change and pushes the envelope. My sense of curiosity will inspire others to want to learn new things. My ability to question the process will open opportunity for change, whether it’s within my industry or in my local community. Finally, my passion for learning from others will help spread a mindset of collaboration, to bring experts of different fields together to work in areas they didn’t think to do so before.
What’s your favorite thing about your hometown? What (in)tangible thing have you taken from there?
Well, I’m in Miami so you may think the sun all year round and the beaches are everywhere, right? Yes, those are the tangible benefits of Miami that I try not to take for granted. However, Miami is going through a boom in the arts, technology and gastronomy, and while you really have to search deep for those things here, this is part of what makes it so interesting to live here right now. The best part is knowing that with this growth in culture comes a wave of passionate people, and these are the people I am looking forward to meeting every day as I continue to grow my network.
What life advice do you give others?
First, find balance. Balance may not be something that we consider when we are younger, hungry and starting out but as I get older, I am looking to live a more balanced life, where I work hard but on something that I am passionate about and gives me more meaning. Balance for me will be being able to successfully run a business that is socially responsible while having the time to enjoy other things I love. Second, nothing is permanent. I find this to be so freeing because it forces you to live in the now. That notion also humbles you, because even at our best times, it’s important to remember that at any moment, all of it can be taken away. So, don’t be afraid to take the next step, and remember you’re supposed to be where you are and in time you’ll understand why.
To celebrate its 100th Anniversary, the 4A’s has partnered with The Drum to pull back the curtain and look at an industry full of problem solvers, creative types and analytical minds. But what keeps them going once the briefs are written, the campaigns executed, and the pitches won (or lost)? We’re interviewing 100 people at 4A’s member agencies — across all disciplines, levels, regions, and agency types — to get a glimpse into what drives them at work and what fuels them in life.
To pitch someone from a 4A’s member agency for Beyond the Brief, please complete this linked form.
View more Beyond the Brief.