Amparito Chavarría Alvarado
Innovation and business strategy leader
"If you are looking for different results, don't do the same thing all the time".. Albert Einstein
Innovation and business strategy leader
Psychologist by profession and passionate about business strategy, for over 11 years, exercising different roles in different global agencies, some of the roles global and regional brand strategist, business and communication consultant, for brands of mass consumption, telephony, banking, pharmaceuticals, among other industries.
Where do you see the agencies at?
This experience has allowed him to find and understand that agencies are going through a defining moment, where they must have a change of thinking in how they address the needs of their clients and also how they are diversifying their business by being increasingly flexible and thus providing a much more comprehensive service. At the end of the day agencies and clients have the same goal, to deliver experiences to consumers in the media that the consumer has a relationship with the brand.
What do you consider to have been the biggest challenge for agencies in relation to clients during the Pandemic?
Re-inventing itself, looking inwards and understanding that it had to react fast to everything it had put on hold, digitising its structure as the customer was digitising its business, is the process of creating or innovating in the most difficult but quickest way.
In addition to providing the necessary information to the client about changing consumer behaviour, I think for many agencies it was a time to bond with clients and share information, give themselves the opportunity to co-create and look for solutions to stabilise the business.
What do you consider to be innovation?
Innovation is a word that has become fashionable and has been on the lips of many, but it has not been easy to implement it in the operations or in the day to day, this because we consider that innovation is a complicated issue and that not everyone can innovate, we start from the fact that there are three levels of incremental, radical and disruptive innovation where changes range from making a change in an established process that improves the way we are doing things to creating a product or service that did not exist and that creates a greater impact on the business and the consumer. Because to innovate we must:
- Be attentive to market changes and stay one step ahead.
- Being close to the consumer to understand how to solve their needs.
- Requires investment.
- Getting out of the comfort zone.
At HWP, we are not only in a constant process of innovation, but our challenge is to permeate our culture of innovation to our clients.
What's next?
I believe that the Pandemic came to put many companies in check and we had a lot of technological activity during these 14 months, now we will see if the adaptation that was made was long term or just for the moment and how they will be readjusting, all businesses that grew with strategy are those that in my opinion understood that they must remain curious adapting to different consumer situations, because this will not stop changing and brands must keep pace, transforming and innovating, having flexibility and the right culture to do it.
HWP is aware of this need and we want to be the support for those companies or brands that are in transition.
Bibliography:
1. https://www.apd.es/innovacion-incremental-innovacion-radical-ventajas-diferencias/
2. https://www.esic.edu/rethink/tecnologia/innovacion-incremental-la-digital