PHD Media Worldwide > News > PHD Spain’s Sandra Sotelo on the new wave of challengers
October 25 2019

PHD Spain’s Sandra Sotelo on the new wave of challengers


Sandra Sotelo, PHD Spain CEO, tells Control Publicidad what challenger brands need to do to thrive in marketing today.

In a few years media and advertising in our sector will be 100% digital, carried out on technological platforms based on AI, with campaigns optimised based on ‘machine learning’ algorithms, making it easier to scale the equipment and automate the campaigns. But let’s not panic, our teams will still bring value from an operational point of view. Technology will simplify work that does not add value and give us infinite space to focus on thinking about the ‘big picture’. Therefore, I strongly believe that a good team of professionals will make a difference in the agencies that will triumph tomorrow.

Today’s brands – our customers – demand that we challenge them, that we work with them not for them, and of course that we commit and contribute value to their business. Our clients want challengers.

And to do that, it’s not about adapting to the new ecosystem, it’s about changing the ecosystem, changing the status quo, changing and converting media agencies into challengers.

These are the key areas we should all be embracing:

Talent: invest in hiring and developing talent. Hire those who are curious, eager to learn and positive, but who challenge us and tell us when we are wrong

Flexibility: work in integrated teams adapted to the needs of each client; specialists working together to achieve the same goal

Innovation and creativity: free up space and time for teams to develop their creativity, and always promote innovation

Effectiveness above efficiency: effectiveness lies in what to do (strategy phase) and efficiency in how to do it (implementation and optimisation phase)

Transparency: without a doubt a challenger agency is 100% transparent

I encourage everyone to become a challenger – in PHD we already are. In our latest industry book, Overthrow II we have collected 10 brand strategies from the new wave of challengers revolutionising the business landscape and making a difference. Discover what kind of challenger you are at

The original article in full is in Spanish and published on


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