P2P Marketing seeks to make its mark with a new generation of leaders

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With a new generation of leaders and technology as a strategic ally, local agency P2P Marketing seeks to transcend in the field of advertising and marketing, with the mission of humanizing brands.

"That's where our name comes from, P2P, because everything flows from person to person," emphasized Rubén Rodríguez, CEO of the Guaynabo-based agency with a team of 40 direct employees. "We seek for brands to dialogue and express themselves as a person would, establishing genuine communication and a more human connection," he added.

Rodríguez emphasized that the principle that everything starts with people not only applies externally, but also within the organization. "Local talent is our greatest asset to run successful campaigns in Puerto Rico," he said.

This vision has led the firm into a new phase called P2P 3.0with 11 key appointments that reinforce the agency's leadership, according to Rodriguez. Co-founders María del Pilar Cartagena and Gwendalyn Crowder assumed new roles as chief people officer and chief marketing officer, respectively. While Susanne Alonso joins as chief operating officer, after a distinguished career in international and local agencies, Rodriguez said.

In the accounts team, Gelmari Pérez and Verónica Rivera lead the customer service sectors. The addition of Mariela Ocasio, with her experience in account and event management, enriches the team by taking over the Events and Promotions department, the executive added.

Abner Cassul, Victor Matos and Fernando Rosario, now head the Graphic Design, Audiovisual Design and Creative Direction departments, respectively, complemented by Lis Vazquez in audiovisual production, Ashlee Cruz and Harold Hernandez in the creative and digital areas, respectively. Frances Reyes will be in charge of the emerging influencer marketing sector.

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"Our P2P 3.0 vision reiterates that while technology empowers our creativity, people are still at the core of our ideas," Rodriguez stated.

The adoption of tools such as artificial intelligence, metaverse and cryptocurrencies facilitates the monetization of client strategies, according to the executive. "Technology streamlines the creative and research process, allowing for a deeper and more agile understanding of brands, which gives us more time to ideate and create," argued Rodriguez, who has more than two decades of experience in the sector.

Since its founding in 2014, P2P Marketing has evolved from focusing on promotions and events to offering a full spectrum of advertising services, Rodriguez recounted. In addition, he stressed that the humanization of brands is not about highlighting product features, but the emotional value it brings. "Instead of focusing on that a vehicle offers more performance per gallon, it highlights the opportunity to enjoy more time with family or friends. We can encapsulate this idea with the tagline 'Drive the Tucson from Town to Town,' highlighting the emotional benefit brought by the product's competitive advantage," he said.

"The crucial thing is how brands positively impact people's lives. That's what humanizes the message," the executive noted. "By humanizing the brand, the audience identifies and engages with the campaign."

Rodriguez said that this strategy is already generating positive results, with new accounts acquired such as Miller Lite and Serrallés with Palo Ready. As P2P Marketing approaches its tenth anniversary in 2024, the executive said that the agency aims to consolidate its position in the local market and envisions an expansion into Central America in the long term.

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