Paula Gaviria: Innovation as a marketing driver

In the new episode of Desde el Búnker, we spoke with Paula Gaviria, CEO of her own marketing agency, about how innovation and strategic thinking are transforming marketing and organizations in Latin America. With more than 20 years of experience in marketing technology, Paula shares her insights, from the impact of artificial intelligence to the importance of applying the scientific method in creative and strategic processes.

Paula highlights the evolution of marketing toward a user-centric approach, adapting to a changing consumer who demands relevance and speed. She also reflects on how artificial intelligence is marking a turning point in the way we plan and execute strategies, not only boosting creativity but also redefining how we make complex decisions and deal with uncertainty.

"Bringing the scientific method from school and applying it to everyday marketing, getting used to having a curious eye, being open to what may arise, and developing different scenarios and hypotheses."

This episode is an invitation to embrace change, learn from mistakes, and rethink the role of marketing as a circulatory system that nourishes the entire organization. Paula leaves us with an invaluable lesson: innovation isn't optional; it's a requirement to survive and thrive in a changing environment.

🎧 Don't miss this chapter full of inspiration and practical strategies