Saltillo, January 9th, 2025

Based in Mexico, Grupo W is a full-service digital agency that combines strategy focused on brand ecosystems, engaging storytelling, and high-end artistic productions to create shareable and memorable experiences. With a team of more than 80 professionals, the agency works on projects for major global brands such as Coca-Cola, Knorr, Jack Daniels, and Dove, earning numerous awards for its work over the past few years.

Wolf is the CEO at Grupo W. In an interview with TIA, he shares insights into the agency’s journey, its approach to creativity, strategy, and leadership, and how it differentiates itself in the competitive world of digital marketing. From his personal experiences growing up in Saltillo, to his thoughts on the future of creativity in the industry, Wolf provides a deep dive into what drives the agency’s success.

Thank you for joining us, Wolf! To start, could you tell us what you love most about Saltillo, Coahuila?

What I love about this city is the quality of life. It’s a great place to live, perfect for family time and hanging out with friends. It’s also been key to the agency’s growth because it’s easy for us to get together without issues like long distances or traffic.

Imagine we’re exploring the world of your childhood. What sights, sounds, or experiences from those days do you remember fondly, and how have they influenced your work?

Since I was little, I’ve been fascinated by colors. I was a quiet, calm kid who observed everything and questioned the nature of things, or the reasons behind people’s reactions and behaviors. It’s something I remember clearly, even from when I was 2 or 3 years old. Curiosity and observation defined me, though they also got me into trouble more than once.
One time, I was wondering how the doors of buses worked—how such a small piston could close them with so much force. I doubted the strength of the piston, so I stuck my foot in to test it. Let’s just say I had to spend the rest of the ride with my sneaker stuck in the door.

Having worked your way up from web developer to CEO, how has your journey shaped your leadership style and your approach to problem-solving?

I learned programming on my own. At the time, Grupo W needed a programmer, so I took on the challenge. I’ve always been deeply interested in things I don’t yet know how to do, and I enjoy learning until I find my own way. Leadership was a similar journey for me.
Working alongside Miguel Calderón (the agency’s founder) taught me a lot about a human-centered approach to work and focusing on talent. He showed me the importance of putting people above processes. Talent is the most important asset of the agency, and everything we achieve is thanks to that. No process can ever be more valuable than understanding each individual at W and helping them unlock their full potential.

In your view, what sets Grupo W apart in the industry?

Being an independent agency is what keeps us aligned with our original values. Great stories and great ideas are what guide us. We’re not in the business of selling products—we tell stories that connect and, most importantly, bring value to the end user. I think this is what sets us apart from the traditional world of advertising.

What are your main focuses at the moment?

Continuing to nurture talent. At Grupo W, we’ve always focused on developing people and growing together professionally. It’s something that leaves a mark on the “craft” in everything we do because our low talent turnover allows us to become true experts in our work.
Today’s generations have different interests, and the immediacy of everything makes it a bit more challenging to master a single skill or spend hours refining a design or a piece of copy. For now, our main goal is to discover new ways to foster talent development in younger generations without losing the essence of W.

Grupo W has a long history of success. What role has creativity played in shaping the agency’s identity and its achievements?

Creativity is the heart of the agency. While it hasn’t always been a formally defined or tangible area since the beginning, it’s embedded in everything we do. Whether it’s designing the experience for a website or app, or launching a campaign, creativity supported by data and analysis forms the foundation of all our work.

You’ve mentioned the importance of content-focused strategy. How do you approach building a strategy that aligns with both client goals and audience expectations?

Understanding the difference between the brand and the client is key. Often, we address the needs of our clients in their role but not those of the brand—and sometimes, it’s the other way around. Recognizing this distinction allows us to align objectives with the right timing and priorities, ensuring that our deliverables and proposals meet both sets of expectations. Additionally, questioning every brief and conducting an internal diagnosis of the situation helps us uncover hidden problems or overlooked needs. This often brings value to the end user that goes beyond any traditional marketing objective.

How do you balance innovation and practicality when crafting content strategies that stand out in a competitive industry?

We find balance by identifying the relevance of what we create for the end user, understanding the natural behavior around content and advertising without forcing messages when they aren’t needed. These well-identified behaviors and spaces guide us in setting priorities and focusing our efforts at the right time and place, maximizing both impact and utility for the brand and the user.

Are there any specific industries or sectors that Grupo W is particularly passionate about working with or contributing to?

Over the years, we’ve gained particular experience in the automotive and entertainment industries. However, our foundation and analytical processes allow us to venture into any industry. By applying Grupo W’s unique research and creative methods, we can uncover hidden “gems” that help us create relevant and impactful content, no matter the field.

Can you share an example of a campaign or project where the combination of creativity and strategic thinking led to outstanding results?

https://grupow.com/social-media/2019/ejdll/ The campaign for El Juego de las Llaves started by identifying a strategic narrative and territory that could truly connect with the audience: we all desire something. This insight became the foundation for creating content rooted in powerful and relevant insights, driving impressive results organically and directly.

When working with a new brand, how do you go about unraveling its underlying values and beliefs that set it apart from competitors?

The Data department, alongside the UX directors, Operations, and Team Managers, is responsible for uncovering behavioral patterns, insights, trends, or even brand competitors that the client might not recognize as direct competition. This initial analysis is vital as it lays the groundwork for our ideas and strategies.

What do you see as the biggest opportunities for creativity in digital marketing today?

The generational shift and the emergence of new platforms in recent years have been particularly rapid and pronounced. Finding the right tools to connect messages with users presents a huge opportunity for creativity today. It’s no longer just about adapting, like during the rise of websites or social media—it’s about changing processes and reinventing ways of working. This generational shift shouldn’t only be addressed in the final deliverable but within the agency itself as well.

What advice would you give to brands looking to elevate their content and use it as a key driver for their digital strategy?

A good practice is to separate internal client needs from the brand’s needs. Sometimes, the rush of daily tasks pulls us into the cycle of deliverables and to-dos, making us forget to question or try new things. This often leads to simply replicating what has worked before until we hit a creative plateau. Motivation and curiosity are incredibly valuable tools we must keep in focus to explore new ideas and take creative risks.

What tools or platforms do you find indispensable for managing projects and development workflows?

ClickUp has been our ally and the backbone of our tools, both for client-facing projects and internal operations. It’s a fantastic platform that covers most, if not all, aspects of production. Highly recommended.

How would you describe the creative industry in Mexico?

The creative industry in Mexico has always been a fertile ground for experimentation. The market, traditions, and culture are powerful resources that, when used authentically and honestly, can lead to outstanding campaigns and results. However, these same cultural factors also pose a risk—misguided actions or those that exploit the market and its needs are explicitly called out and penalized.

As we peer into the crystal ball of technology, what are your prophecies for the next chapters in the interactive sector’s evolution?

Content is king. Keeping the priority and focus on creating valuable, useful, and entertaining content will remain key for the industry. Brands will experiment with artificial intelligence, much like with any tool in its early stages, but we’ll soon discover its proper role in creativity. Digital creation will become accessible to everyone, and the race for authenticity will no longer be about execution or technical aspects but about ideas and genuine human connections.

If you could encapsulate your creative philosophy in one sentence, what would it be?

Create what you would use, not what you think others need to use or see.

Can you name the global issue you are most passionate about and why?

Consumerism. One thing that has kept us true to our principles is refusing to be part of communication or advertising that focuses on selling for the sake of selling, contributing to meaningless consumerism.

What’s your favorite way to spend a weekend?

With my daughter and partner, spending quality time, or sometimes with my friends, sharing moments together.

Finally, is there a fun or unexpected fact about yourself that you’d like to share with our audience?

My real name hasn’t been used for like 18 years.

Learn more about Grupo W

Follow Wolf on social media:
LinkedIn

Follow Grupo W on social media:
Linkedin
Instagram

ContentStrategyCreativityIndependentAgencyinnovateStrategicNarrative