Mexico, January 9th, 2020

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.

More than 70 professionals are part of the team at the agency, working on projects for big global brands such as Coca-Cola, Knorr, Jack Daniels and Dove – winning many awards because of the work done over the past few years.

Wolf Ortiz is the Chief Operations Officer at Grupo W, working with team leaders and clients. In an interview with TIA, Wolf goes through the work at the agency and describes their way of doing things.

Please describe your role and main tasks at the agency

I’m leading the Operations at the agency, working with the team leaders and key people to make sure that all the work has the quality of our brand, setting and improving process and tools. I also work directly with our clients; skipping the weak links in communication.

What makes Grupo W stand out from the rest?

Internally, we are a big family, it is often repeated but we truly are. That’s the key to great work I think, a group of talented people working together in the best terms and relationship.

In our 20 years we have accomplished a lot of recognition and great projects, which wouldn’t have been possible without the heart and care for the work we do for our brands.

Please share some recent GrupoW’s work that you are particularly proud of

FCA / Muscle Cars.

Based on your experience, what is the best way to earn trust from your clients?

To have a direct and transparent relationship. We are based north of the country and most of our clients are in Mexico City, this cancels any PR effort to smooth things out because of the distance.

Keeping things clear like capabilities and possibilities has helped us maintain healthy business and the trust of our clients.

How do you organize and prioritize your workload among multiple clients and projects?

Every client is an AAA client. It is a very difficult way of work but we have the same priority and attention for every brand. Keeping time and cost clear from the beginning and always having clear expectations is what help us work this way.

How do you make sure to guarantee innovation at Grupo W?

Our creative team does not have a fixed account; this keeps the way clear for them to think in what should be doing next, either with an in-house brand or the next big idea in any area.

What’s the way that Grupo W follows in order to exceed customer expectations?

Our philosophy of doing great work in every aspect. From a simple social media post to a big production, we apply our quality process to ensure everything has our name on it.

Talking about the agency world today. What’s your view?

It is a fast-changing world, that’s for sure. There are many (if not too many) types of shops and agencies that it is difficult to identify benchmark and a solid industry.

We believe that soon the agencies will circle back to group disciplines and products, like it is happening already with the consulting agencies.

How would you describe the digital industry in Mexico compared to the last 5 years?

It is a more solid industry, a lot of talent has been consolidated these past years and you can see the change in the work, I would describe it as a teenager that is becoming aware of what it can do, but needs to be careful to not lose the way and become lazy.

Let’s cover global issues. Does Grupo W has a particular approach towards them?

We are always careful with consumerism, always keeping an eye on the right messages and ideas to not be a part of hard-selling advertising.

Do you have a particular goal you would like to achieve by the end of your career?

I think being a consultant sounds nice, but at this point I’m only thinking and focus in how to make Grupo W better, every project, every year.

Thanks Wolf!

Learn more about Grupo W

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clientsfull-service agencyInnovationmanagementMexicoProductionWolf Ortiz