Interviews with Baud members
Interviewee: Clara López, Consultant.
Interview date: September 7, 2020.
Within the framework of interviews with our team members, today we get to know Clara, Strategy Consultant, a little better. Analytical, creative and committed, Clara has been working for 10 years for numerous clients in different agencies and renowned consulting firms. She is a communicator and speaker through entities such as IPMARK, Centro Universitario Villanueva, Universidad Rey Juan Carlos, Aebrand or Google Campus. She holds a degree in Advertising from the Complutense University of Madrid and a Master's Degree in Creation and Management of Innovative Companies from the University of Valencia.
Why did you choose branding as a profession?
I didn't choose it, I discovered it. When I was a little girl I used to watch Advertising Festivals with my brother, falling in love with ads like the one for Mercedes, about a fetus that dreams of having one and when he grows up he becomes a duck and regrets not getting it, and learning the one about "look, I'm just a tuna and I'd like to be bald", which I still know. In advertising I saw art at the service of strategy and that really caught my attention.
Already in the professional world, I experimented with it for a couple of years, but I wanted to go deeper into the business, and then I discovered Branding. This discipline is interpreted (or misinterpreted) in many ways, but it really has enormous power. It is the right balance between the conscientious analysis of a business consultant, and the creativity and knowledge of emotions of an advertiser, artist, philosopher, psychologist, sociologist and anthropologist. And for the great challenges and opportunities that concern human beings or companies (which are still groups of human beings trying to relate to other groups of human beings), I believe that few things can work better.
What is the best thing about your job?
The diversity of clients and projects, and the impact on each of them, and therefore on society.
And the worst part?
The rush, the hours, the dramas...
What is the project or brand you have been involved in that you are most proud of? Why?
From Baud I am particularly fond of AntartikI believe it is a project with great potential and I hope we continue to take it to the place it deserves.
Which brand/s would you like to work for? Why?
If I had to ask, Ryanair, Blablacar, Decathlon, PADI, Mercadona, Inditex, Ecoalf, IKEA, Google, Amazon, Disney, Netflix, Spotify, Pepephone... These are brands that have done a lot for me as a consumer, and I would love to give it back to them as a professional.
What do you get out of working at Baud?
Creativity. In other consulting firms I find this facet dormant and it is fundamental to find the best solutions.
A close-knit team of great professionals and the diversity of clients and projects are also contributing factors for me.
For you, what are the best qualities that a professional in your area should have?
I would say that sharing and learning from any person and situation, contributing and admiring the work of others, building between colleagues and customers, committing to projects, working on personal differences...
How do you see the future of your profession a few years from now? What changes do you think may arise?
I believe that whoever predicts the future and gets it right today does not have vision, he is lucky. The environment is so changeable that we must work with scenarios and constant adaptability.
What advice would you give to someone starting out in your profession?
Give your all, bring the energy and freshness that a person who is just starting out has, respect and learn from the best colleagues, think before you act, find constant motivation?
In a nutshell...
- A benchmark: thousand. From my grandfather to Picasso, each one for his own reasons.
- A confessable hobby: I was a Scout for 15 years and related or not, I always carry a compass with me.
- A book you would recommend: if it is to be one, Don Quixote no doubt about it. Then you come across little gems such as Of selfish wisdom by Francis Bacon, How to read water by Tristan Gooley, Star maker by Olaf Stapledon or The girl does not forget by Irene X, to name a few.
- Your ideal music to work with: It depends, if I work for a spa I play relaxing music and if I work for a youth fashion brand, Rosalía. If it's Friday before lunch, bad reggaeton at full volume to try to spread the tastiness to colleagues and go for beers. I don't usually succeed with that style of music, but we usually go out for beers, at least before covid, and that's what I miss the most.
- A phrase that is your mantra: one thing is one thing and another thing is another thing. It serves for everything in life.
- A plan to disconnect: move, in any way, surfing, dancing or painting an oil painting.
- Something surprising about you: I started a startup within the pet world in 2016 along with other collaborators, Rate. Without being my main occupation, it fills me and teaches me continuously.