We talked to Priscila Martinez of The Brand Agency about the creative communication and public relations firm, and she had the following to say:-
First of all, how are you and your family doing in these COVID-19 times?
Priscila Martinez: We are lucky to be doing well. My husband caught the virus at work two weeks ago but has recovered incredibly well. That was the scariest part of the pandemic for us, but we are very lucky to have him fully recovered.
Tell us about you, your career, how you founded The Brand Agency.
Priscila Martinez: I started The Brand Agency close to six years ago when I was looking to service like-minded clients within a culture of diversity and cooperation. I’m very proud to have achieved that with our female-only team.
How does The Brand Agency innovate?
Priscila Martinez: We service a variety of clients across diverse disciplines. We innovate by studying best practices from one industry and borrowing in unexpected ways for another. Some firms are very niche; they only service beauty or fashion. The result is cut and paste strategies that don’t offer bespoke solutions for their client list. Touching a variety of disciplines every day keeps our publicists on their toes, always thinking critically and creatively.
How the coronavirus pandemic affects your business, and how are you coping?
Priscila Martinez: We’ve been working remotely since the beginning of March. We are used to being a very high-touch team. We hold impromptu brainstorms on the regular and poll colleagues when we feel stumped. Those organic interactions have been deleted, and we’ve scrambled to find ways to replace them.
Did you have to make difficult choices, and what are the lessons learned?
Priscila Martinez: We did have to make difficult choices, unfortunately. Our office was a target during the riots, and as a result of the damage, we ultimately had to leave a space we had molded into a home. We made the decision to work remotely until Spring 2021.
How do you deal with stress and anxiety?
Priscila Martinez: I always say a healthy dose of anxiety is needed to keep you on your game. That being said, if it feels like it’s getting overwhelming a do a brain-dump by journaling. It’s never as bad as it seems once you get it on a page in black and white.
Who are your competitors? And how do you plan to stay in the game?
Priscila Martinez: We encounter external competition daily. I always say traditional PR will cease existing in a decade. We are constantly being challenged by new technologies and novel ways of communicating. The way people consume media changes regularly, and we stay in the game by anticipating those changes and learning to service those categories.
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