MERCADEO Versión en español
Mauricio De La Cuadra of MADE: Effectivity is fundamental for maintaining long-term relations with clients
Claudia Smolansky| 8 de febrero de 2023
Mauricio de La Cuadra de MADE
For Mauricio De La Cuadra, client service director at MADE, 2022 was in no way a typical year since they were constantly adapting to one change after another. He also foresees that this year is headed down the same rocky road. “Last year was one of finding different ways to propose new solutions. Some work, some don’t, and that I see as an advantage for working at an independent agency. It’s important to test the new ideas to analyze which ones work and which don’t. Throughout 2022 we tried different solutions with combined systems and so found the right balance for achieving effective communications,” he said. For De La Cuadra, creativity and effectiveness must go hand in hand. In that sense, he recalled theSeason of Giving campaign they created for Amazon, and which later won three Effie awards. “Communication with clients is basic and this case is an example of that. We tell them why the strategy we were proposing was fundamental. It’s important that both parties be receptive. It’s not just a question of getting a yes from the client and going ahead with the idea. I believe the value of creating a long-term relationship is to come up with solutions in your agency, come up with different shades of ideas, proposals and feedbacks. And treat our clients like partners in these communications,” he said. This is one of the main changes that De La Cuadra has observed in the industry and, above all, in working with an independent agency. “In client service it’s not about being a yes man, but rather about providing solutions for businesses and brands. If I find a better approach, I’ll always make it known and in that goes for everyone on the agency team and with the client. For that reason I believe the agency has been able to create such excellllent long-term relations,” he said.
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