Learning from... Marta Aguirrezabal, Leo Burnett Spain

CXO. What achievements are you most proud of, either in your current role or throughout your career?

MA. I’m very proud of having been able to contribute to the development of some of the most valuable brands in the world such as Coca-Cola, Marlboro, McDonald’s, Kellogg’s, Johnnie Walker and now more recently Orange, amongst others. I’m also very proud of the team we have at Vitruvio Leo Burnett, a team of talented and passionate people that share a common vision.

CXO. And the traits that have got you there?

MA. I guess leadership, hard work and perseverance have something to do with it...

CXO. What are the most important things you’ve learned in your career?

MA. Advertising is a business where people and ideas coexist. I have learned that the most important element in any successful business it to have a cohesive team where ideas can flourish. This isn’t always an easy task, as ideas are subjective and creative individuals are complex characters.

Talking about the importance of people in business, one of my key lessons throughout my career, from a very wise person, was that ‘you should always smile at all the faces you see on your way up as they will be the same faces you’ll see on your way down….

CXO. Does it take something different to succeed as a woman?

MA. I don’t think a different skill set is required necessarily by women to succeed in business, but much depends on the individual’s management style and the business environment where she puts this style into practice.

CXO. And yet there are far fewer women in senior roles...

MA. Change in that regard is happening far too slowly, but I’m an optimist and I increasingly see very talented young women assuming more and more senior roles and greater responsibility in the workforce.

CXO. So why is there this gap – do women lack ambition perhaps?

MA. I don’t think it’s about lack of ambition at all. It’s more to do with the fact that we are all programmed to accept that men are better doing certain jobs and women doing others. We are conditioned not to question this thinking and simply go along with the gender differences and stereotypes.

However, when women do break the stereotypes and are considered for senior positions, there are all sorts of questions about her ability to fulfil the job and do the role justice. It is only a matter of time before we accept the changes in gender roles and stereotypes as second nature. Until then, it must fall to the government to act, as is happening in several countries in Europe already.

CXO. Have you set yourself any goals and objectives for the year ahead?

MA. I aim to have another record business year and continue to enjoy waking up on Monday mornings and going to work with my team!