Elizabeth Juárez Manzanarez serves as the Creative Vice President at Vector B, bringing over 20 years of extensive experience in the graphic design and advertising industry. She began her career in editorial design, where she honed her creative skills before transitioning to the advertising sector. Her journey commenced with traditional Above The Line (ATL) communications at prestigious agencies like Ogilvy and Lowe, where she developed a solid foundation in brand storytelling.
A pivotal moment in Elizabeth’s career came when she joined Proximity/BBDO, focusing on digital and Below The Line (BTL) marketing strategies. This shift not only broadened her expertise but also paved the way for her to manage Procter & Gamble’s laundry accounts across Latin America at Leo Burnett. Over the years, Elizabeth has successfully handled various food brands, which equipped her with the insights and skills necessary for her current role at Vector B. Now, she expertly manages the communication strategies for Grupo Bimbo’s brands, leveraging her wealth of experience to drive impactful campaigns that resonate with consumers across diverse markets.
Below are highlights of the interview:
Tell us about Vector B.
Before discussing the work, I can proudly say that Vector B is the agency where I’ve stayed the longest, and it’s unlike many others. It might sound cliché, but we’re like family. We’re loud, we laugh a lot, we love what we do, and we’re very close-knit. We’ve been operating for nearly 10 years and are an agency designed to meet the communication needs across all touchpoints for the world’s largest bakery: Grupo Bimbo, a Mexican company with a presence in 35 countries.
Can you please provide an overview of your role as Creative Vice President at Vector B? What are your main responsibilities and areas of focus?
I’m responsible for the agency’s creative output, and I also lead and supervise the audiovisual production area. I took on this position three years ago, and every day I challenge myself to think about how to improve my work, how to help my team grow, and how to contribute positively to our brands’ business. During my tenure as VP, we’ve achieved significant successes, gaining visibility in national and international festivals like Cannes Lions, Effie, NY Festival, One Show, LIA, IAB, among others. My vision and goal are to continue making awards and recognition a consequence of our daily work.
How did you first get involved in the industry? What motivated you to pursue a career in this industry?
It’s funny because advertising wasn’t something that initially interested me. As I mentioned, my passion was editorial design. However, the career path in that industry was very complex. I didn’t see any nearby growth opportunities or interesting career plans. A friend of mine worked at Ogilvy and got me an interview. Once I understood how the advertising world worked, I fell in love with the creative process, the different areas involved in an idea, and the ability to dream and think that there’s always a way forward.
Can you share some highlights of your professional journey leading up to your current position? What were some key milestones or experiences that shaped your career?
I was fortunate to be part of the founding team at Proximity/BBDO. When we started, we were just six people, and I witnessed the growth and formation of an agency from the ground up. This taught me a lot, allowing me to observe and learn from extremely talented people and great professionals who taught me to work with passion, but also with respect and human quality.
While managing P&G, I had the fortune to work for other markets like Colombia, Peru, Venezuela, and Argentina, which gave me a broader perspective on effective communication for diverse markets.
In March of next year, I will celebrate 10 years at Vector B. Once again, I had the opportunity to be part of the team that saw this agency come to life. I’ve watched it grow and strengthen. I’m very proud that under my leadership, we managed to win Bimbo Mexico’s first Cannes Lion, a milestone that wouldn’t have been possible without a passionate team behind it and a client that challenges us every day.
What are the core values and guiding principles that drive Vector B as an organization? How do you ensure that these values are upheld throughout the company?
There’s a constant within our agency: we value people. We are a community, and our aspiration is to always be a fully human company. This is no coincidence, as we are a company created by and for Grupo Bimbo. These values are some of the same ones that guide Bimbo, and by working for them, we couldn’t aspire to anything less. Maintaining and fostering these values is challenging, but without a doubt, our Managing Director, Juan Luis Arteaga, is the main promoter of these values and helps disseminate them with the support of the leadership committee I’m part of.
What sets Vector B apart from its competitors in the industry? How do you maintain a competitive edge in the market?
Vector B is part of the IPG holding company. We have a massive strength with various tools also backed by our network. We know the market very well, and we are constantly striving to learn more and stay updated in all aspects, so we can offer our clients the results they deserve.
To know more, please visit: https://www.mccann.com.mx/
