Unleashing Creative Brilliance and Driving Business Success!
In the world of advertising, where brilliance is the currency and creativity reigns supreme, there exists a luminary whose name echoes through the corridors of marketing history – Ingrid Reyes, the Chief Executive Officer, Americas, of M&A Creative Agency USA. Ingrid is a multi-award-winning ad marketer, recognized for her indelible impact on some of the most iconic and effective ad campaigns of the past two decades.
Ingrid’s career is a tapestry of triumphs, woven from her unwavering dedication to developing marketing strategies that have propelled Fortune 500 global businesses to unprecedented heights. Her campaigns have garnered accolades that shine brighter than stars in the advertising galaxy. Among her treasures are the prestigious gold Effie, an embodiment of the most effective advertising in America, and the coveted gold and silver Cannes Lions for creative media.
Prior to her role as CEO, Ingrid was the Managing Partner and Director of Mindshare, where her visionary leadership extended across North America, the Caribbean, and the US Virgin Islands. Her journey is not just about success; it’s about setting the stage for iconic achievements that resonate through time.
As the CEO of M&A Creative Agency USA, Ingrid’s responsibilities encompass a broad spectrum – from overseeing clients to steering agency growth, directing a team of creative minds, and supervising day-to-day operations. Her workday is a symphony of conference calls, meetings, presentations, brainstorming sessions, and strategic planning, a rhythm that harmonizes her goals with her business partner, Luis Marques.
Ingrid and Luis are a dynamic duo, who, since the agency’s launch in 2021, have set their sights on a growth strategy that resonates with clients and competitors alike. They navigate the advertising landscape with the goal of enhancing brand awareness, a task made all the more challenging in an arena where established giants have long reigned supreme.
In a world where social media is the heartbeat of modern marketing, Ingrid’s influence extends beyond boardrooms and advertising spaces. She offers her unique perspective through her lifestyle Instagram handle, **@delicious_Journey_**, where she explores and shares her views on wine, spirits, and the industry. It’s a testament to her holistic approach and her commitment to staying connected with her audience in a world where personal branding is as important as corporate branding.
Below are the highlights of the interview:
Two Decades of Disruption and Innovation
In the world of advertising and creative brilliance, there exists a powerhouse known as M&A Creative Agency, a multi-award-winning, full-service advertising agency with a remarkable journey spanning over two decades. Founded in Portugal in 1998, M&A Creative Agency expanded its horizons with the launch of a U.S. subsidiary in 2021, setting the stage for a global presence.
Specializing in the beverage and food sectors, M&A Creative Agency has left an indelible mark on the advertising landscape. The agency boasts a network of offices, from the United States, with a presence in Napa Valley, Los Angeles, and New York, to Europe, with headquarters in Aveiro, alongside locations in Lisbon and Bordeaux, France.
The agency’s repertoire is as diverse as it is impactful, encompassing storytelling, branding, creative genius, strategic acumen, content creation, luxury packaging design, digital wizardry, high-tech solutions, e-commerce mastery, media expertise, and social media prowess. Beyond the realm of food and beverage, M&A Creative Agency has harnessed its creativity and innovative spirit to excel in various industries, ranging from hospitality, automotive, finance, and telecommunications to entertainment, and many more.
According to Ingrid, the driving forces behind M&A Creative Agency’s success lie in its core values – creativity, innovation, high-tech proficiency, extensive experience, and a legacy of distinction. The agency is a collective dream team, comprising creative visionaries, brand strategists, photography and video production maestros, technologists, and digital and social thought leaders, all with a global reputation.
M&A Creative Agency’s work is a testament to its ethos of disruption and iconoclasm. In an industry often characterized by conventionality, M&A Creative Agency has defied norms and redefined trends through a blend of creativity, innovation, and technology. Their portfolio of projects speaks volumes about their commitment to infusing the DNA of brands into their creations, employing artistry, creativity, and technology to forge profound connections between brands and consumers.
In today’s world, where the purpose is the rallying cry, M&A Creative Agency helps clients unearth their brand’s mission. Modern consumers seek brands with a clear and honest message, an approachable demeanor, and a commitment to creativity. The agency understands the importance of finding the right partners, such as themselves, to help brands navigate the ever-evolving landscape, fostering competitiveness and visibility.
The agency’s motto is clear – to push boundaries relentlessly, regardless of the project’s size. Every task is a personal challenge, an opportunity to surpass industry standards. Over 24 years in the industry, M&A Creative Agency has collaborated with hundreds of brands worldwide, consistently encouraging clients to break free from the mold and embrace innovation.
In a world where creativity knows no bounds, M&A Creative Agency continues to be a harbinger of change, an emblem of innovation, and a paragon of artistry, revolutionizing the very essence of branding and storytelling.
The Power of Optimism and Resilience
Ingrid knows that life often presents us with formidable challenges. Her steadfast commitment to optimism and unwavering motivation has been instrumental in overcoming these hurdles. Through her experiences, she has learned that adversities have a unique way of shaping individuals into who they are meant to become. She firmly believes in exploring every possible avenue and solution.
According to Ingrid, maintaining an open mind, practicing humility, and recognizing the importance of seeking help have been her trusted companions when navigating the obstacles in her career. Her unwavering focus on her goals has consistently propelled her to successful outcomes.
Ingrid reminds us all to follow the path that ignites our spirits and to live a life filled with purpose and significance. She emphasizes that every choice we make holds the potential for a profound ripple effect in our lives and the lives of those around us.
A Testament to Perseverance and Success
Ingrid, a Latina minority woman who arrived in the United States at the age of 15 without speaking English, takes immense pride in her journey of ascending the corporate ladder and achieving her goals. She attributes her success to unwavering dedication, unyielding hard work, and an indomitable drive. In her eyes, the United States offers boundless opportunities for those who possess the desire to succeed.
While acknowledging that her journey was often challenging, Ingrid’s unshakable commitment, passion, unwavering focus, sheer determination, and at times, sheer willpower have propelled her to where she stands today. She firmly believes that the realm of possibilities is limitless, and she eagerly anticipates what the future holds.
Ingrid is deeply committed to the principle of paying it forward. She takes great satisfaction in having mentored numerous individuals throughout her journey, particularly those whose experiences mirrored her own when she embarked on her career. Her greatest aspiration is that those she has mentored will continue the tradition of guidance and support for the next generation of emerging leaders as their careers flourish, thereby perpetuating the cycle of empowerment and success.
World of Wine and Spirits
Ingrid Reyes’ fascination with the world of wine and spirits ignited at a young age. Her journey into the realm of champagne and wine commenced in her late teens, as she eagerly delved into the diverse array of brands and flavors. Her exploration began with French Champagne, extending to Napa Valley wines, Italian varietals, and beyond, culminating in a palate enriched by international experiences.
During her college years, Ingrid took on a part-time role at a prestigious tennis club nestled in the Hollywood Hills. The establishment featured a restaurant renowned for its exquisite wine and spirits selection. Here, Ingrid worked diligently for 36 hours each week, managing accounting, payroll, and conducting monthly liquor inventory. She immersed herself in the world of alcoholic beverages, acquainting herself with the names of various brands, recognizing labels, and even memorizing the distinctive shapes of bottles. These details remain etched in her memory to this day.
Following her college graduation, Ingrid embarked on extensive travels to wine regions worldwide. Her adventures encompassed exploring vineyards, tasting an array of wines, studying different styles and grape varietals, learning about the concept of terroir, and forging meaningful connections with remarkable individuals. Ingrid’s privileged access to wineries often led to private tours guided by the very winemakers themselves.
Ingrid’s globetrotting expeditions have taken her to numerous continents, allowing her to immerse herself in diverse wine regions. Her European sojourns included visits to France, Italy, Germany, Austria, and Hungary. Further afield, she explored wine havens in Australia, South Africa, and South America. Presently, she calls California home—a state renowned for hosting the largest wine market in the United States, with the iconic Napa Valley nestled within its borders. Ingrid divides her time between the vibrant cities of Los Angeles and Napa, where she continues to cultivate her passion. She reflects, “All these enriching experiences and encounters have shaped my life. My delectable journey has indeed led me to where I stand today.”
Pioneering the Art of Marketing
Before her remarkable journey with M&A Creative, Ingrid Reyes honed her skills in the dynamic realm of advertising, establishing herself as a force to be reckoned with. Her previous role was a substantial one, with an influential British multinational agency, WPP, at Mindshare in New York. There, she held the position of Managing Partner for North America and led the Multicultural Division, responsible for devising brand strategies and planning for prominent companies such as American Express, Kimberly Clark, Sprint, and many others. The corporate world was well aware of Ingrid’s prowess.
However, Ingrid’s unwavering vision propelled her to embark on a new venture in 2015, charting her own course as an independent professional by launching her marketing consulting firm. Her decision was rooted in a clear-cut purpose: to specialize in the wine and spirits industry, foster a linear agency culture, forge a collective of top-notch experts, and expand her horizons beyond the borders of a single nation.
This vision crystallized when Ingrid serendipitously crossed paths with her future business partner, Luis Marques, the Founder and Global CEO of M&A Creative. Recalling the momentous encounter, Ingrid shares, “Fate brought us together. As Luis introduced me to M&A Creative and showcased the agency’s remarkable work, I knew instantly—this was the agency I had been searching for. After a series of fruitful discussions, we made the decision to unite our strengths and establish a US Division. In this capacity, I would oversee business operations across North and South America, ultimately heralding the launch of M&A Creative Agency in the US in April 2021.” The alliance marked the inception of a groundbreaking chapter in Ingrid’s career, focusing on the distinctive marketing landscape of wine and spirits and heralding the rise of a multinational agency with a difference.
Blueprint for Success
Ingrid is a firm believer in the profound importance of maintaining equilibrium in her life. To her, it’s a trinity of balance, encompassing the well-being of her body, mind, and soul. She subscribes to the belief that without nurturing these vital components, she risks losing her sense of self.
In her quest for this harmony, Ingrid dedicates quality time to the people she holds dear. She firmly believes in the ethos of working hard and playing hard, in both her personal and professional domains. It’s a philosophy that reflects the culture at M&A Creative, an agency she proudly calls home.
M&A Creative stands as a testament to a workplace where individuals can not only thrive but also shape the course of the agency’s journey. Within its walls, respect, innovation, and enjoyment take center stage. It’s a place where every voice is valued and heard, fostering a sense of ownership among its team members. In this linear structure, collaboration reigns supreme, and every contributor holds the key to the agency’s success, benefiting both M&A Creative and its clients.
Recognition is a cornerstone of their culture, and every employee’s achievements are celebrated. Continuous learning and growth are carefully nurtured, ensuring the agency’s culture remains vibrant and its team is inspired and content.
Ingrid Reyes has not only excelled as a marketing professional but also as a proponent of a holistic approach to life and work. Her journey is a testament to the power of balance and the profound impact it can have on one’s well-being and the success of an organization like M&A Creative.
From Titles to True Passion
Ingrid Reyes’ perspective on success has evolved over the years, mirroring her journey through the realms of the advertising world. In her early days, success was defined by the corporate ladder’s ascent, the impressive titles she held, and the size of her paycheck.
However, as time passed and wisdom accrued, Ingrid’s perception of success underwent a profound transformation. Today, she views success through a different lens. It’s no longer solely about titles or financial gain; it’s about living life to the fullest. Success, for Ingrid, means engaging in what you’re truly passionate about, doing what you love, when you want, and with the people you cherish.
This redefined understanding of success reflects a deep-seated belief in the joy and satisfaction that come from pursuing one’s passion with fervor and unwavering commitment. It takes focus, determination, and courage, but the journey toward living your best life is well worth every ounce of effort. For Ingrid, this new perspective on success signifies a life lived with enthusiasm, purpose, and a perpetual drive to improve and grow with each passing day.
Creativity and Sustainability in Advertising
M&A Creative Agency stands at the intersection of creativity and artistry, known for producing innovative and disruptive work that pushes the boundaries of advertising. Ingrid Reyes, at the helm of this dynamic agency, envisions an exciting future where these qualities continue to shape the brand campaigns both in the United States and on a global scale. Her goal is clear: to establish M&A Creative Agency as the premier full-service luxury packaging agency in the beverage industry.
Beyond the confines of a single sector, Ingrid aspires to diversify the agency’s clientele. She aims to broaden their horizons by attracting brands from various domains, including luxury goods and celebrity endorsements. In doing so, Ingrid and her team intend to redefine industry standards, striving for more sustainable packaging solutions. In fact, their vision extends to a world where traditional paper labels may become obsolete, offering a glimpse into a paperless future not too distant from today.
Ingrid’s personal objectives are as ambitious as her professional ones. She is committed to lifelong learning and relentless growth, ensuring that laughter and unwavering determination remain integral to her journey. In her own words, “When you love what you do, it’s not work; it’s pleasure.” One noteworthy pursuit in this regard is her pursuit of certification in wine and spirits from the prestigious Wine & Spirit Education Trust (WSET) in London. This certification represents her dedication to expanding her knowledge in an industry where expertise is valued and celebrated.
This commitment to creativity and sustainability embodies M&A Creative Agency’s vision, ultimately working toward a better future not only for their clients but also for the global community.
