Jose Luis Villa: MD & Principal, TBWA\Chiat\Day\Mexico

My NativeAdVice:


Jose Luis Villa is the Managing Director & Principal of TBWAA\Chiat\Day\Mexico. Joe Villa is a well-know and connected, multi-awarded creative and a entrepreneurial Senior Executive with a vast experience in both the Mexican and Latin American markets, as well as US Hispanic. Joe has produced great concepts and big ideas for top brands such as Sony, Bacardí, Nokia, Novartis, ESPN, Kraft Foods, Microsoft, Volkswagen, Budweiser and McDonald´s among others.

How did you get into the industry?

I’m Graphic Designer so, art and communication is my DNA. Also, I’m kind of a techy, which help me to be more relevant in today’s world.

Any emerging industry trends?

Digital and fiscal interaction will be more common on a dally life. I’m still waiting for mobile. Relevant content and extended conversation between platforms and formats will save on-line media dollars.

Any industry opportunities or challenges?

Definitely, working at the speed of life is a big challenge. Managing those micrometers to create mega trends is the way to go and for that, you need to be open to do more with-in the same fee, even in house on-line productions.

Inspiration for the business idea, and your vision for the Business?

What goes around comes around. We need to control all communication ideas and outlets again. Going from agency to agency to get a solution is to bureaucratic. Multitasking Modular Agencies.

What's next for the Business in the near future?

For me is clear. Multitasking Modular Agencies. Strategy and Idea driven agencies with different talent and skill to deploy those ideas in a faster way.

Your key initiatives for the success of the Business?

Gatorade “sigue sudando” Mexico’s Campaign we shot a TVC including talent, real people and celebrities. We did a series of small docs to turn the real people in to street sports celebrities with a big engagement rate and shared value. Then we used our celebrities as influencers to amplify those small docs.

Your most difficult moment at the Business? (and what did you learn?)

Working with people who are afraid of change. Get away from them, FAST!

Ideal experience for a customer/client?


How do you motivate others?

Curiosity and Observation are key to start questioning yourself. Experimentation to get the right answers and Innovation to lead.

If we put some of the great Chiat’s taglines together we could have an awesome behavior. Think Different, Impossible is nothing, Win from within and keep going and going.

Career advice to those in your industry?

The worst time to seek for an idea is when you need one.