Running and nurturing a healthy family business - With Inbrax CCO Pancho Gonzalez

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How does the idea of working with your partner sound to you? Some will feel quite excited about the idea, others will flinch in terror – and to those Pancho González will gladly say: it is not an endeavour that is bound to fail.

Pancho and his wife have been running Inbrax for over 10 years and, in the CCO's own words, both company and marriage are healthier than ever. Inbrax has since then won a number of clients and projects, one of which (Settlements, below) was shortlisted for this year's Annual 2020 awards.

Pancho dreams of leaving a better society for his son with the help of creativity and advertising, and he's no stranger to finding inspiration by simply looking at the world all around him. Today we are Getting to Know a much caring and inspirational leader, learning more about his hopes for the industry and how he developed a business with his beloved wife.


Tell us about your current role!

Currently, I am the Chief Creative Officer at Inbrax and my role is to lead the creativity of the agency as well as ensure the positive impact of everything we do inside and outside the agency. And align this creativity to the commercial strategy of each brand.

How did you get to your current position? What was the biggest challenge?

After working in several global networks, we decided to start our own shop with Carol, my wife and Inbrax’s CEO, and this was precisely the main challenge (working with your wife). 10 years have passed since that moment and both companies are more alive than ever, I meant Inbrax and marriage.


What is your personal background and what role did it play in your career?

I have always liked to create and I love being busy, doing things, I think that mix has forged what I am today and has allowed me to advance and grow in the different places where I have been. And to this add the passion I have for social and commercial creativity.

If you weren’t in your current industry, what would you be doing?

Something to do with creativity, I'm sure.

Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?

Inspired me people such as Fernando Machado, Luiz Sánchez, Eugene Cheong, Mónica Moro, Masako Okamura, and agencias such as Spars & Honey, 72nd Sunny, Tech & Soul, Rethink, Mortier Brigade, &CO, fred&farid, Anomaly. This business is full of heroes, just to mention David Droga, Marcelo Serpa, Washington Olivetto, Jeff Goodby, Lee Clow, Bob Greenberg and Joe Pytka among many others. 


What’s your secret to keeping the team inspired and motivated?

Talk to them every week and every day, training them and making them part of the business path.

How has COVID-19 affected you as a leader?

It further accelerated the digital leadership that I had already been working a few years ago (thankfully) and demolished the myth of working in the physical space as well as validating the home office in the creative industry.

What have you learned from 2020?

I understood that the best place to work on creativity is where you want to work. I understood that leadership also works in homeworking, especially if you have already built it digitally. I understood that you can work in this business and watch your children grow up. I understood how much I would miss going back to the office. I understood what it is to work in quarantine. I understood what a pandemic means.

What is your biggest hope for 2021?

That we are all 100% vaccinated and that we can resume our trips between countries. That we manage to meet again in a massive and safe way at the main industry festivals to continue learning together.


What is your biggest career-related win? What is your biggest loss?

The greatest recognition that I have won in my career has been to have been chosen Digital Agency of the Year at TopFICE 2020. The biggest loss was to have won an award at Cannes all paid and not to have been able to go for a pitch, which had to be presented during those same days.

What is your one advice to aspiring creatives looking to be successful?

From the technical point of view, understand the new technologies and digital ecosystems that are being created. And from the soft side, put all the energy into doing a job of excellence, resilience and give up the idea despite the obstacles that may arise along the way.

How do you recharge away from the office?

Practicing sports, playing with my son, reading, sharing with my wife and watching movies.


What’s your one big dream for the future of the industry?

To be able to contribute from what I do, creativity and advertising in general, to generate a positive impact on my entire environment and leave a better society for my son.

Do you have any websites, books or resources that you would recommend?

Websites: bestadsontv.com; adlatina.com; WARC; Global Web Index, eMarketer.
Books: What happens in Vegas stay on Youtube, E. Qualkman; Restart, G. Korman; 
Resources: Impact X by Inbrax; IAB Digital Talks; Envato, Flaticon.


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