Carlos Bertran and Joel Bertran share ÉxitoTV’s evolution and their approach to advertising in El Publicista: ideas that connect with people, media strategy and the use of artificial intelligence to support brands.
Carlos Bertran and Joel Bertran. Photograph published in El Publicista.
ÉxitoTV is featured in a new interview with El Publicista. Published on 4 November, the conversation with Carlos Bertran, CEO and founder, and Joel Bertran, CSO, explores the agency’s origins, its evolution and the role of artificial intelligence in creative and strategic work.
The interview brings together two backgrounds that now complement each other in ÉxitoTV’s leadership: Carlos’s experience in music, television and audiovisual production, and Joel’s perspective on strategy and business development.
From audiovisual craft to brand strategy
Carlos reflects on how music composition, jingles and television have shaped his understanding of advertising. Making an idea memorable and connecting with the person receiving it remain the starting points for his work.
That experience now underpins an agency that connects creativity, production and media planning. It is an approach to campaigns in which the message, the audiovisual content and the choice of channels all serve the same objective.
Helping brands make decisions
In the interview, Joel explains the importance of understanding an advertiser’s business before proposing a campaign. Knowing their priorities helps guide media selection, shape the creative work and build an ongoing relationship with the client.
Close client relationships are also central to the conversation. Listening to those who entrust their brand and their investment to ÉxitoTV is part of the work, from the first conversation through to campaign monitoring.
“AI is no longer the future; it is the present”
Carlos’s words, which give the interview its title, sum up one of its main themes. Artificial intelligence expands production possibilities and enables creative proposals to be explored more quickly.
Joel approaches its adoption from a strategic perspective: using the tools to prepare better proposals and devote more attention to the decisions each client needs. Creative direction, judgement and the emotional connection with audiences remain in the team’s hands.
A conversation about ÉxitoTV’s next chapter
The interview offers an inside view of the agency: its history, the people leading it and its commitment to bringing creativity, audiovisual production and media closer together.
Thank you to El Publicista for the opportunity to share our perspective and the work behind ÉxitoTV.
Read the full interview in El Publicista.
To find out how we can help with your next campaign, let’s talk.
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