Why is culture key to talent integration?

What are new profiles looking for? How do you retain talent that no longer expects to stay?

They say that generalizing is the easiest way to be wrong. However, there is one thing we see clearly: no one feels good receiving a request without understanding the "big picture," or without knowing the impact their task has. Taking the time to explain the context doesn't just improve motivation; it makes the concept of a "team" tangible, ensuring the word means much more than just the name of an app.

The sense of belonging has changed: for many, three years now constitutes a completed cycle. Interestingly, this is a cross-industry phenomenon, not just a creative one. Young people on TikTok celebrating their resignations from major corporations mark a sign of the times. In this context, having a shared roadmap that includes growth, increasingly larger challenges, genuine conversations, and a horizontal relationship of true collaboration works. It sounds basic, but when all of that is present, it makes a real difference when someone is weighing the decision to move on.

What is the importance of training and future vision today?

The speed at which everything advances makes it impossible to think of traditional training plans. The people who make up El Buró—our production and design hub—are constantly experimenting; it is through this "walk the talk" approach that training and preparation for what’s next actually happen. This self-taught logic creates a ripple effect that keeps us all updated and, above all, curious. In short, motivation comes from feeling that we are always learning something new while projecting where we are headed.

Which "new seats" are being occupied at the agency?

Nearly two years ago, we brought on a director who was already specializing in content production 100% created with Artificial Intelligence. The evolution of the tools used is surprising, but the most interesting part is what can be achieved when three or four of these AIs are used in combination. We are increasingly applying this knowledge to concrete projects, and we aim for this trend to keep growing to produce more and better ideas.

What do brands expect from agencies today?

This is a time to stay close and in permanent contact with the teams leading the brands. Sharing insights regarding new production methods, finding that one piece of data in a sea of information that unlocks a brief, or testing new management models that streamline processes—these are the things we feel are worth bringing to the table. Our goal remains the same every time we take on a new project: to make advertising interesting for people again.