2023-09-28 20:56:00
We spoke briefly with Víctor Alfredo Robles, founder and Paola Bruni, General Director of garcia+robles, a strategic design company that has been repeatedly named the most influential communication company in Guatemala in the last 20 years. Among its clients is an important list of successful brands, leaders in each of their respective industries, such as Pinturas Paleta, Cemaco, Spectrum, Universidad Francisco Marroquín, G&T Continental, Saúl, Juegos Metta, Hoteles Porta, among others. República recently joined the group of brands with which garcia+robles collaborates.
We chose garcia+robles as our ally in strategic communication precisely because of its vocation as a company that transcends the simple sale of products or services and bravely delves into deeper issues, -Comments Rodrigo Arenas, President Editor of República-. A strategic design company that works fluidly and in communion with brands that have a defined socio-political stance. Its director, Víctor Alfredo Robles, leads a company that collaborates and participates with brands that believe in freedom as a guide to social life, free exchange, free entrepreneurship, in education, in the family as the foundation, origin and creator of a society with values. Brands that believe like us that individual rights are more important than the common good. Brands that believe in the right to property as an engine of national prosperity. Brands that push reality forward. -Arenas concluded.
Having been chosen by República as its strategic design agency is undoubtedly an immense honor, -Bruni comments- not only because it is an important voice in the political-business conversation, but precisely because it belongs to the beautiful kind of brand-cause that is aligns perfectly with our purpose and vision as a company.
With 26 years in the business, the excitement at garcia+robles is as fresh as day one. They continue to maintain that start-up spark, that culture of rehearsing, learning and evolving -Robles comments-
Despite being a “creative” workshop, over the years we have demonstrated time and again with the brands that have honored us with their trust that “creativity” without a robust strategic skeleton is useless. It is a simple cosmetic that does nothing for the brand -Victor Alfredo comments-
On this digital journey, technology is the traveling companion, but the human essence remains the core. People crave genuine connections and that is where garcia+robles strives to create bonds that transcend the superficial.
Building exciting and meaningful connections has historically been our most important achievement when collaborating with our brands. And these types of connections are rarely built on advertising alone. Today, brand reputation is what moves the needle, not brand image. And reputation is not built with advertising, but by putting the user at the center of each of the brands’ actions.
Influencing is the name of the game. Shape opinion. Create converts. It is no longer a matter of simply making a nice campaign with a funny or even memorable headline and advertising it everywhere as before. A brand must inspire, solve, defend an ideal, provoke change, be a multidimensional brand, understand that everything communicates. A powerful brand today speaks less and acts more.
It is a new and very exciting world, where technology takes on a leading role and the challenge is to balance the fact that no matter how much technology is injected, brands deal with human beings all the time. And like never before, humans are thirsty for connection.
For garcia+robles Design is using reason – not taste – to change reality for an improved one. Design is not about how things look, but how they work. Having this clear, the obligatory question is, what improved reality do we want to design? There is a Guatemala that does not exist yet, and we fervently believe that we can build it from our corner of design… -Robles concluded-
#garciarobles #Guatemala #exist