For this week’s Company Spotlight we look beyond the UK and the US to an agency based in Venezuela; a country currently in the midst of a political humanitarian crisis. But they often say the greatest creativity thrives in times of turmoil.
Wings is an agency born from necessity, when various creatives came together to create a remote agency focused on boosting the growth of their clients through purpose.
How was your company born and where are you based?
It was born after the Venezuelan Diaspora due to the economic deterioration suffered in Venezuela. It was when several Venezuelan creatives who are freelance in various parts of the world decided to get together to work on projects remotely and form Wings.
The headquarters is in Venezuela because it was registered as a company in Venezuela, however, we have some international clients, and we give creative support to different agencies in other latitudes.
What was the biggest challenge to the growth of your company?
Fortunately, remote work was implemented during the pandemic. We intended to launch it before the lockdown happened, and when it happened, the agency format started to work.
Which was the first huge success that you can remember?
The first great success was a non-profit campaign we did for Sea Shepherd, which in addition to various awards, began to appear as an image in newspapers and magazines that supported different articles about the problem of plastics in our oceans.
What’s the biggest opportunity for you and your company in the next year?
Freelance and remote creative work is on the rise. The great opportunity is to have diverse multicultural pairs working with us in different latitudes. We want to turn Wings into an open space for everyone to bring ideas from anywhere in the world.
Can you explain your team’s creative process? What makes it unique?
Since we work with creatives from all over the world, the experience is 100% multicultural. The only thing that limits us are the time zones. We discovered that working remotely is tremendously possible. Thus, a duo that is in the United States works with one in the Dominican Republic, and another in the United Kingdom works with one in Germany.
How does your team remain inspired and motivated?
It motivates us to continue showing the world that Venezuelans are capable of doing good creative work despite all the problems that surround us. One thing is the people, and another is the Venezuelan government and should not be confused.
How has COVID-19 affected your company?
At first, we were affected by the advertising stoppage, brand budgets were slowed down by uncertainty, however, it started to work because we already had the remote work format implemented. So, while many agencies didn't know what to do, it was our big break.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
We really like the work of Gut, from the Brazilian agency Africa and David Miami. There are also many independent agencies that are doing great. Our creative heroes are Sergio Gordilllo, Anselmo Ramos, Gaston Bigio without forgetting Erik Vervroegen when he was at TBWA Paris.
What is one tip that you would give to other agencies looking to grow?
Be obsessive about ideas and not so much about prizes. Also stop relying so much on data. Robotics is wonderful as long as it is accompanied by a great idea. We should not leave everything to the data. Content will always be king because people like stories.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
We have new business executives in several countries, who due to commissions cannot get a pitch to obtain clients. However, I take advantage of this window so that agencies that need creative support come to Wings.
What’s your one big hope for the future of the industry?
We think that everything is cyclical. People consume content much faster than the creator's ability to do it. We think that the new streaming platforms will have to open up to advertising.
This will give them a larger budget to pay for better content and it will become a trend in all of them. So before seeing a movie or a series, we will see a commercial.
We love to talk about the future, and we believe that commercials are constantly changing screens and this time they will move to these platforms. This will be wonderful for the creative industry.
Do you have any websites, books or resources that you would recommend?
On this website, which is in Spanish, you can visit the 10 best museums in the world:
And of course, Pelispedia, where you can watch the movies you want without paying anything.