by Arianna Santiago – Planning Intern
This is part of the Latinas spotlight series, in which Dieste seeks to highlight the positive change and impact everyday Latina leaders have in the U.S. In this edition we meet Marina, associate creative director at Dieste and participant in the “See It Be It” program at the 2016 Cannes Lions Festival.
Summertime is Cannes time. Right before June, the advertising community gets their best work ready in hopes to compete at the Cannes Lions International Festival of Creativity. Some of the 2016 Grand Prix Lion winners were Harvey Nichols’ “Shoplifters,” REI’s “#OptOutside” campaign, and Beyonce’s “Formation” music video.
But for a few others, the Cannes experience is different. Marina Cuesta, one of Dieste’s associative creative directors, found herself sipping red wine and sharing her creative know-how at the festival. She was one of a select group of 14 participants selected from a pool of more than 600 applicants worldwide.
Chatting with a friend and mentor during the “See It Be It” program
While at Cannes, Marina participated in the “See It Be It” program, a series of panels and networking events to enable creative women in the advertising industry. The program reports that worldwide, only 25% of agency creative personnel are female, and only 3% are creative directors. As a part of the “See It Be It program,” Marina and her fellow creatives were given guided access to the jury rooms, attended sessions by industry leaders, and received mentorship from successful female creatives. Other participants selected for the program included representatives from Colombia, Poland, Latvia, and Singapore.
We sat down to interview Marina about her background and passion for advertising.
Share your Passion
- Tell us about your cultural background. How did growing up in Madrid, Spain, shape your career?
Madrid is a culturally lively city that has always had new places and experiences to discover. Creativity became my way to express all those experiences, and later a way to express myself. I studied advertising and public relations at La Universidad Complutense de Madrid and worked at TBWA España and CHINA advertising agencies in Madrid. I also taught a Master Class on Creativity for ZinkProject!, a program that strives to improve advertising education for junior creatives.
- Why do you like your job?
Creativity is a way of life for me. Being in advertising allows me to create a better world, where everything is more interesting and fun. It’s a never-ending game, where you’re constantly learning, working with colleagues, and having fun while meeting incredible people.
- How do you feel you inspire others?
For me, inspiration is always a two way street. I definitely feel that I am a motivator. I’ve always enjoyed sharing my experiences, hoping that my story is helpful to others. At the end of the day, though, I feel that I am also the one inspired by other’s drive and motivation.
- How would you encourage other women to pursue their passions?
You have to set yourself a goal and go after it. We as women are very good at getting what we want, but we sometimes lack the confidence in our abilities to go after our passions without hesitation. Last month, I launched a blog on Tumblr to share my experiences with the Cannes Lions Festival’s “See It Be It” program. I titled my blog “JEFAS,” which translates to “female bosses.” I hope to encourage women to have the confidence and drive to reach their objectives.
- Your three biggest accomplishments are…
- Dedicating myself to my greatest passion
- Moving to the U.S., where I always wanted of live
- Being surrounded by incredible friends
- The best advice you have ever received was…
“If you want to achieve things you’ve never achieved before, then you’ll have to be willing to do things you’re never done before.” – Kathleen Griffith
- What advice would you give to brands trying to connect with the everyday inspiring woman?
When a brand has a great mission, with strong values at its core, the connection with its consumer is immediate. If on top of that a brand is consistent, responsible, and sensible, they will be able to instantly connect with their female audience.
Dieste is continuously seeking to understand America’s multicultural audience. If you know a Latina leader who is utilizing her Latino/American identity as an edge to get ahead, to give back to the community, or simply as a way to give wings to her creativity, send an email to email@example.com so we can feature her!