“Creating Great Work”

Coral Arnedo, CEO of Grey México, firmly believes that to be a good leader, one has to take care of the human aspect, listen to all their collaborators, understand their concerns, and support their ideas. For Coral, it’s vital to building a successful business; in the end, an organization’s success is due to the collaboration of a big group of people who must be happy at work and proud of what they do.

Coral started her career in 2004, working in agencies including Circus Marketing, Publiza, Vértice, JWT, and McCann. She joined Grey in 2016 as a Group Account Director working for various brands. After three years, she was promoted to General Manager of the agency to work hand in hand with Marco Milesi, specifically on business growth. After three years of gaining many new projects and clients, revenue increased significantly.

Following these results, Coral was offered a new challenge. In 2020, she was appointed CEO of Grey Mexico, which signaled a new direction for the agency. As the youngest person ever and a woman to take up the post, it was Coral’s job to create a new model for the business. This included devising new working methods and methodologies to deliver for the clients. The core of this new approach is people.

As CEO of Grey, it was Coral’s job to reposition the agency as a workplace that can offer career growth and a culture that seeks to get the best out of everyone. As a consequence, they were able to expand their services with a greater variety of profiles and diverse talent. The result was a 250% increase in revenue, gaining clients like Pringles, Google, Spotify, Coca-Cola, Pizza Hut, AT&T, BanCoppel, FIFCO, General Mills, BAC, Essity, and Dollar General. This has established Grey as a leader in the LATAM market, where they continue to strive to create compelling ideas that make Grey a world-renowned brand.

“For me success is daily. Every objective and goal achieved, no matter how small or simple is a success. Success isn’t the final goal, but a daily practice that as time goes by, it reaps more and better fruit,” says Coral. “My advice would be to achieve some sort of goal every day. If you get used to giving 100% every day and success will come naturally.”

Founded in New York in 1917, Grey is known for creating Famously Effective work. Grey Mexico is part of the Grey Latin America network, which has more than 1,000 employees in 13 countries in the region, engaging people with ideas so iconic and memorable that they become part of popular culture and, at the same time, generate business for our clients. They firmly believe that exceptional creativity can stand the test of time and give something to talk about for years.

“Primarily, I think it’s because we have implemented methodologies that enable us to be much more agile than other agencies. Our operational model allows us to offer incomparable timelines without compromising on quality – and in today’s market, time is everything,” explains Coral about the company's success. “The other thing is that we’re not only agile, we’re also adaptable. We’ve adapted a lot to the changing needs of clients and consumers, always thinking about how we can bring more creative minds and strategies. We see everything in the long term and focus on our clients’ business growth, acting as real commercial allies for brands.”

Grey’s mission is and will continue to be an agency that solves business problems through creativity and strategy. And they do this by staying up to date as the world and technology change, whether it be through new ideas, platforms, artificial intelligence, or any other new innovation. Being a fresh and current agency is essential to meet the needs of consumers and our clients.

“I think the pace of innovation and technological change is difficult to keep up with, are at a difficult pace to maintain, but it is an effort that we must make as communication experts. Staying up-to-date and preparing for what’s next is a daily task. Right now, we’re working on expanding our services,” elucidates Coral. “We want to be an agency that can help you get the exposure you need by extending the communication funnel. We are currently strengthening the teams, talent, methodologies, and tools we are able to offer to deliver a more modern, agile, and better-quality service.” ICX