29/7 Agency launches in Mexico with a strategy-first approach rooted in experience

Julieta Loaiza, Gabriela Paredes, and Ronny Garcés—three senior professionals with over 30 years of accumulated experience in strategy, creativity, and innovation—announce the launch in Mexico of 29/7 Agency, an independent strategic creative firm built on the conviction that the best brand decisions stem from judgment and experience, rather than speed or improvisation. Headquartered in Mexico City with operations in the United States, the agency works with clients in both markets under a single methodology.

29/7 was born to address what its three founders identify as a persistent industry problem: attributing a project’s success solely to creativity, confusing strategy with data and research, and prioritizing speed over the depth required to make better decisions and drive results.

Its foundational belief stems from a conviction: building something truly meaningful demands a depth and commitment that do not switch off when the workday ends.

The agency is built around a proprietary concept: Strategic Craft (Oficio Estratégico), the discipline of making creative decisions with the judgment and depth that can only be acquired after years of experience. It is not merely talent or intuition; it is trained judgment applied with intention.

29/7 operates through a proprietary five-step method: Understand the business context, category, and culture. Inquire until uncovering the real tension that no one else has yet solved correctly. Decide by defining the strategic angle before beginning to create. Create by integrating strategy, creativity, and innovation, working together and never in silos. Transform by bringing the idea into the world to generate a real impact on the business.

Julieta Loaiza is Partner and Chief Strategic Planning Officer (CSO). She brings over 30 years of experience in marketing strategy and brand building, including 16 years at Nestlé—first as Strategic Director of Brand Building Communications and Multicultural Marketing, and later as VP Head of Marketing, Communication and Corporate Affairs for Nestlé Mexico. Prior to Nestlé, she held leadership positions at Grey, Ogilvy, and Lowe. A winner of Global EFFIE and Cannes Lions awards, she is one of the most respected strategic voices in the Mexican advertising industry.

“A great idea never happens by accident. It is the result of judgment, strategic thinking, accumulated experience, and difficult conversations. Of craft. That is the place from which we have decided to build.” Julieta Loaiza, Co-founder & Chief Strategic Planning Officer

Gabriela Paredes is Partner and Chief Creative Officer (CCO). With an extensive track record in leading agencies across Mexico and Latin America, she specializes in translating strategic judgment into ideas that can be felt, seen, and remembered. Her work is defined by purposeful creativity and uncompromising execution.

“We are not building just another agency. We are building a different way to practice this craft. One where strategy, creativity, and innovation are never in silos, and where depth always wins over speed.” Gabriela Paredes, Co-founder & Chief Creative Officer

Ronny Garcés is Partner and Chief Innovation Officer (CIO), operating from the United States. A specialist in applied technology and amplified intelligence, he brings experience in audiovisual production, digital ecosystems, and AI tools deployed in the service of strategic and creative thinking, never as a substitute for it.

“Technology must amplify thinking, not replace it. At 29/7, innovation is always at the service of the idea, never the other way around.” Ronny Garcés, Co-founder & Chief Innovation Officer.

Unlike traditional agencies that organize their offering around services, 29/7 structures its work around what it truly builds for its clients: digital, physical, and human experiences; products such as apps, platforms, and applied intelligence solutions; ideas capable of integrating into culture; and targeted, effective visibility strategies.

Its seven foundational principles—ranging from applying judgment and craft before any tool to not decorating problems, but solving them—function as the strategic, creative, and operational compass for every project.

29-7 is already in active conversations with clients in Mexico and the United States. The agency officially launches on July 29, 2026.