November 9, 2022 • 41 mins
On this episode of Loud And Clear, Victoria Petrella talks about how her journey from Argentina to the United States led her on a path that helped her become a successful advertising executive into a the client side. She is currently leading the Domino's Pizza brand as Vice President of International Marketing.
Loud and Clear brings this conversation to try and reveal how ad women and men can bring value to the evolution of brands and their process by being an insider and getting things done. Join us as we talk about the digitalization transition of a brand that even reinvented its recipe to the evolution of consumer habits around the "always loved" pizza consumption.
A conversation that is slightly over 30 minutes (not free pizza, sorry) to get a glimpse of how the change at Domino's happened, how it was executed at an international level, and appealing to the Hispanic consumer in the United States. As a bonus, get some tips into what Victoria cares about and what she considers a way to bring value to brands no matter what side of the aisle you're in.
Guest: Victoria Petrella, Vice President of International Marketing at Domino's
Producer: Rolf Ruiz, Digital Strategist, Creative Technologist & Agricultor at LERMA/
Host: Francisco Cardenas, Principal of Digital and Social Strategy at LERMA/
Co-Host: Maria Díaz, Brand Creative Art Director
Music: Pedro Lerma and the Band, LERMA/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
You want to be a brand that is ready to, you know, bring
(00:05):
something forward to the consumer.
The consumer has to be at the center because it because your
Center, we are the service of the consumer is how you're going
to bring the consumer, the best product, the best service.
It's not about what I like is what what the consumer needs are
(00:26):
where the consumer preferences are because Your emotions are
and how you serve to those. We talked to people and we have
to remember that consumers are the center and if we don't have
them, no business will exist. Welcome to loud and clear the
(00:55):
podcast. For those who actually give a
shit about advertising, I am your host Francisco.
Of them as principal of digital integration for Lerma.
And as always, draw, freeze is on the controls as a producer,
but today's special today on topof having an amazing guest that
surely will Define what will be for dinner.
Tonight, we have my co-host, Maria Diaz, which is something
(01:17):
we have not done in a while and excited to do it.
Now, to briefly introduce Maria,these are brand creative, art
director at Lerma, she's a member of aaf Dallas.
One club and art directors Club,she has worked at bbdo on door
has an Atlanta. She also helped such Ian dory's
(01:38):
and help handle the social mediafor president of Honduras.
We also have our guest Victoria Petrella vice president and
international marketing at Domino's Pizza.
Welcome Victoria, how are you? Hola, Francisco.
How are you? I'm really happy to be here.
(01:59):
We're so excited that you're here.
Let me paint a little bit. A picture of who you are to the
audience, and your trajectory Victoria is currently a member
of the international team that leads the company's marketing
strategy by working closely withDomino's Master, franchises and
marketers around the world. She joined Domino's in 2010 to
(02:19):
run the Hispanic marketing program in a time.
As many of you mark. The Nerds now, Domino's was
going through extreme changes and yes, these changes were very
positive. So in a way, she was a catalyst
of that change. She oversaw media planning and
buying for General market and Hispanic.
(02:39):
And for many programs, includingthe Coca-Cola program.
Her background comes from the agency side to spend eleven
years at the yesterday where I have the fortune of meeting her
and she worked for human die, Taco, Bell and Levi's.
So she has also worked for Bravogroup and lion are.
She's originally from Argentina.And today lives in Ann Arbor
(03:01):
Michigan. She lives with her husband and
two daughters, which I guess, you know, makes makes the
weather fine. No matter how it is.
So lucky to be there, Victoria, did I miss anything on your
intro that you want to have? No, I think just to remind
everyone that the, as I study advertising and I started
(03:22):
working in advertising In Argentina.
So until I decided to pack up and do my MBA in the US and, and
27 years later, I'm still here. Well, great great, immigrant
story. So we wanted to start a little
bit like, you know, obviously talked about you, what you've
(03:42):
done. I think your story is amazing.
You coming from Argentina. Put start a little bit with
like, what's going on with pizzatoday, right?
Like the marketplace, you know, we're coming from a pandemic,
just To set the stage for audience which in a way that has
never left us but habits and consumer.
You know, preferences as far as like, food Etc have changed or
(04:06):
perhaps have not changed and youhave been able to see these not
only in the US, but around the world.
With the markets that you handle, what is your sentiment
of of Pizza in general and how it's moving, especially for
Domino's. We all did.
Pizza is always loved regardlesswhere you are.
You cannot say no to pizza. And we have not seen a decline
(04:30):
in consumer preference or anything like that around the
world. Yes.
But there is countries that theylove pizza and they eat pizza
every day because culturally that's closer to who the yard
there are others that it becomesmore like a special occasion
when I'm celebrating a bird. Or something like that.
(04:51):
But at the end of the day as a food, is something that everyone
is enjoy and want more and more.And that's where Domino's soaps
out every day because it's not just about the food that we
bring to the table. Is that magical fix experience?
That what our technology would our service with our friend?
(05:12):
JC's, with our team, members around the world, we make that
moment very special. Yes.
I mean, it's a definitely, a go-to solution for for
emergencies and non-emergencies,right?
Like special moments and things like that.
So it was very funny when Maria and I were preparing for this,
we read somewhere, like kind of hinting Pete's Pizza fatigue,
(05:36):
but evidently that has not happened.
You can see it in the results and how, how people are still
going back to that delicious flavor of pizza, especially
Domino's. A friendly.
And as we have seen that, you know, all over the world like
yourself before. They mentioned something
interesting. In that pizza is always trending
(05:57):
and I think it happens a lot because as you say like everyone
has it and it's always loved. Yep.
So we thought out in 2010, you decided to go to Dominoes
Dominoes was going through, but I think now and looking back an
amazing transition and I like tothink obviously because I knew
you and I know what you have done is that you were part of
(06:18):
that that transition. How did you feel coming to
dominoes in a Such a key moment.I believe, 2008, 2009, 2010 was
of transition, like, what made you make that decision?
There's a lot of trending, you know, rock stars moving from ad
agencies to to the clients eyes,but what were you thinking?
(06:40):
Of course, like a woman like, you come in as an immigrant from
Argentina and then agency, then clients, I mean Super exciting.
Yeah, you know, this goes back to, when I started working in
the Were all back in early 90s and so try not to make the math.
I will say that but then after Istudied advertising, I got my
(07:02):
degree went to the advertising agency and I love working with
my clients and always being on the account side.
I realized I was missing something, I don't want to
understand the business. What happened in the other side?
I was very curious, I'm a very curious person by Nature as I
wanted to understand, okay. But I want to know more.
So how they got to that idea? How they got to those numbers,
(07:24):
why? Why this are not that right?
And that at that point is when Isaid maybe I'm missing
something, I maybe I might want to go and test drive at some
point in the other side. And for that, I realized I was
lucky in some business Acumen. And that's when I decided to do
my MBA and there's a well, I go have done in Argentina, could
(07:47):
have taken a Class, A or something, but as I will was,
you know, Single still young andI said why don't wake up and you
know do this experience of a studying abroad with the idea of
coming back was never an idea ofimmigration in the past.
So I personally came to do my MBA, and then but by nature of
(08:13):
my background and my experience actually one of my old bosses
from Argentina was already working and why an are so he
called me and then I joined And of course being Hispanic and
knowing the language and the culture.
You can of I gravitated again toadvertising but it was always in
the back of my head. So can I go to the client-side?
(08:34):
Can I experienced that? What is that?
And I am know what I was going to find to be honest and came
2010 and it was a transition period I think as a country in
the u.s. you know we're going through a recession that was
many things going on. We'll say it was a transition
also going on at Domino's, wherethey start to look for new
(08:58):
Talent on expanding what they were doing.
And I found this job posting andI remember.
Was it on LinkedIn? It was like a monster.com
something like that and I postedmy resume at midnight and the
next morning they said, Domino's, you know, was calling,
(09:20):
I don't like a Domino's, like I didn't order a pizza.
I like they did put two and two together, so went through a few
interviews over the phone and flew here to Ann Arbor.
Michigan of all places, it was summer, that they think that's
why they were hiring me during Summers.
Really Logan summer. Yeah, beautiful great weather.
(09:40):
And I'll say, from that moment, I walk into a building, I felt
something special. And, and I think also what made
it special was talking to the people at a company where You
wear other words, not hierarchical.
There was not the boss. It was people that will work
with you and I have a chance to meet with stood, a our CEO.
(10:03):
He was a CMO at the time. Russell winner, who has been,
you know, talking to many colleges around the world about
the success story of dominoes because that who he was the
Catalyst to the change at that point and what he wanted to
bring forward for the brand. And so I have seen the campaign
(10:25):
on TV. I have read about what was
happening, a Domino's metal, these great people and I said, I
have to be there and it was to do what I already knew that was,
you know, talking to the Hispanic consumer.
So I always had this idea of going to the client there was
going to be my first you know try and my first try is 12 years
(10:48):
in the making and Galway and so it has been a great Experience
and really, really validated that, sometimes not your
careers, not just in one place, I only can work in that agency.
I only can work in in some specific area there is is more
about your skill sets and how they translate to wherever
(11:10):
workplace Department company. You are in and especially when
your personal values are alignedwith a company values, that
great, it's almost like you, youstart.
Going, I want to bring value forBrands and if the best way of
doing this is being in an agencyand bring those values and bring
(11:31):
those Brands to life, that's great.
But if you're able to do that and do it within the brand
itself, that's also great. And like you said here, you are
12 years later. Yeah, you know, moving forward
with an amazing project. So did they lay out?
Like, I know you've seen some ads and some changes, but they
lay out when you were talking tothem a plan down, the pipeline
(11:52):
of How Domino's was going to change as a brand not only in
the US but in the world you werepart of that world approach,
right? Yeah.
At that point it was very eurocentric.
I will say, we were not yet talking how to roll that out
internationally. That came a few years later
because we were not that big internationally when I joined in
(12:15):
2010. Even when I join International
and five and a half years ago, we were not in so many countries
as we are today. The reality was.
Yes, there was a plan that was avision but also you have to see
how the market is receptive to that and how they continue to
respond. And the response of course, was
(12:36):
this predicted. It was a lot of data going into
those decisions. Some how to act and how to bring
those ran action forward, but itwas to continue that path.
That was there was a vision of also, thinking of the brand as a
working progress friend and that's What we believe we are
working progress, Ram, mind typeof company.
(13:02):
So very like a tech company if you think about it, right?
So we're always thinking forwardwhat you did today, you can do
it better tomorrow. You continue to evolve because
your receive all the world evolved.
So you have to evolve with that.So that's why we, we talked
internally, we talk a lot about being a working progress friend.
Because we believe that you're never done, you're always
(13:25):
looking to. It's like a person, you're
trying to be tomorrow, a better person that you were today and I
think that is so intrinsic on the values of the company.
They're aligned with my personalvalues that I think that was
great to join that Journey. You ingrained those values with
your agency's, just for them to be aligned in that mindset.
(13:49):
Yeah. Well, the US agency and I don't
work in Surly side by side with them and a day-to-day right now,
but their name is working progress.
Yeah, so, the agency is working progress, so, definitely that is
ingrained in the way we think isaccompanied, by the way, the
agency thinks as well. Yeah, it's funny, like, when we
(14:11):
work with creative like Maria, they're always, you know,
there's always a better way to do it like this.
The work is never done, so we love that mindset and I I think
yeah just even launching aside is continually being in that bed
that mindset or work in progressas you know.
And here I'm going to let Maddy also jump in but we are a
podcast that kind of intense to challenge or get some insight
(14:36):
into how as ad agencies, we can be better and better services to
our clients. You being in both worlds and
working with creatives and seeing how everything evolves.
I would love to hear your Perception of, how do we see the
relationship of agencies and Brands evolve especially from
the 90s, right when you started?To now and you know where the
(15:00):
strategy come from Lego what is happening between these two
relationships in general. I think that they Volusia have
been fascinating, you know, I was thinking about dares and you
know, when the night he's even said, think about how it will be
compensated. It was a 17.5% of media
Commission because you we're creating the ad buying the end.
(15:24):
They are ever in the same place right now is is you were with a
media agency. Are you were with a creative
agency, many times, a digital agency and many digital agencies
and right. So the were have changed and how
you engage has changed because even the compensation change,
(15:46):
its compensation, many cases about, you know, objectives,
right? So in many cases Brands, pay
agency's space on sales objectives also or sort of If I
shipments. So the important thing of this
is how you partner with agenciesas side by side is not.
(16:08):
It's not a service but it's a partnership.
Definitely, they have to be the same team and I think sometimes
you have been more service. Okay, here's a brief.
Bring me the idea to show up to the meeting and I like it on
like it. But, you know, I think that
co-creation and the conversationthe And conversation to think
(16:30):
strategically about the brand, that is where agencies have to
play today. But the other thing that I think
is key is to understand data. Today, we have so much data
about consumers, especially as aretail brand.
You know, if I think about dominoes or rather brand, think
(16:52):
about, you know, even Amazon, how much information we have
about consumers and What does itmean to a consumer tension?
What does it mean to the consumer problem?
They're trying to solve and bring that forward to the agency
and work through that together because before it was just a
couple focus groups and then we move on today is not that you
(17:16):
have sales and behavior that youknow, when they are lying there
not one they're not aligned you know what they buy yesterday.
I what they're going to buy nextweek.
So all of that but you have to put all that.
Together. And so I think it when the
agency Embrace that process thatmany times, like, no, I don't
want to look at the data, you know, I know what the consumer
(17:36):
wants, you know, you erase that,because I said the other day,
it's not, you know, for us, it'sfor the consumer and the
consumer has to be at the center.
He has to because your Center, we are the service of the
consumer is how you're going to bring the consumer the best
product, the first service. And so it's not about what I
(17:57):
like is what? What the consumer needs are
where the consumer preferences are because your emotions are
and how you serve to those. Right.
So I think that's important thatagencies, you know, Embrace up
process of looking at the data and that is not data for the
sake of data. But it's a data because
(18:18):
especially the spreadsheet, and there are some bunch of data
points, but that has to be translated into an insight and
that insight has to be translated into a variety.
An action and not everyone can do that.
So, it's not about, oh, well, they like this and just put a
family around the table. Well, it's any brand, can put a
(18:39):
family around the table. Why is about my brand?
And how my brand will lays to the consumer?
That is different. And what I can do that, no one
else can do, would you say that that data is coming or been
analyzed by on the agency side or on the brand sighs?
How's that? How's that working on your end?
Works more. Like we we analyze the data as a
(19:01):
client but you know, we bring that forward that knowledge to
the agency we discuss in, you know, and it's important that
Dan burisch and of you want answers and understand how that
can be you know, transferring tothat idea.
What is that Branagh action? But it and I think it is
important to talk about bran action sometimes which has
(19:23):
talking about. Yeah, that's a cool idea.
That's a good be a cool commercial but is it cool?
Commercial going to generate a brand action is going to
generate also consumer action and and the uniqueness of how
that idea fits for this brand and only this brand.
That's what the magic happens because if you can put any other
(19:44):
brand even within the same category we launched it, we lost
the fight. There there's no value in saying
it first. No, I mean there's there's truth
to the category that if you're the first one I think the
Nothing could have been set by your competitors as well, but
you owned it, right? And that's definitely that
happened. What was like in the 80s and 90s
(20:08):
that, that definitely happens. In many categories when you are
the first, I mean, we have read many of it, you know, case
studies about, you know, the rental car category, right?
But it is not all about saying the first But is sometimes you
might be the second but it's howyou say it and how relevant is
(20:30):
to you. Do you own that and it is a
promise or is it actual option? You can said I will do.
No, no, it's different to say I do.
This is what I do for you. Not rather than I will do.
One day I would is you want to be a brand that is ready to, you
(20:51):
know, bring something forward tothe Zoomer.
And that's why it makes. Sometimes we forget about, we
talked to people and we have to remember that consumers are the
center and if we don't have them, no business will exist.
Yeah, completely Maria, what areyour thoughts on this?
(21:12):
I really like, what you mentioned Victoria about how
agencies and clients should act more like a partnership because
that way, you break, if the client does, well, then the
agency does well and it's a win-win situation, of course.
And then you're more seeing likea business transaction, you're
seeing like an ally and in this,how can you become a
(21:34):
replaceable? Like how can you can your, what
you do help so much? They think double think about
losing you as an agency. Yeah.
And I think it is, you know, thebusiness Sowell, we are
intertwined in their business. It's like when you have a new
employee and you think I have totrain them so that I take me a
(21:57):
few months until they know the business.
They know how we do things and they know my client is that
learning curve. But once you have an agency
that's really partner that eccentric Buying the business in
our case, they know they have work in our stores.
They, you know, made with our franchisees that they are, they
(22:20):
know who we are from inside out.That once that happens, that is
a knowledge that you don't want that to go out the door, right?
Be invested both sides invested,it's a marriage, except the
things are really going bad. You try to make sure that that
marriage. All marriage is gold, you know.
(22:40):
Good Times the bad times but it's how you make sure that it's
just a long and stay strong and you work through it because you
don't want to lose everything. They have built together.
So I think that is how you become, you know, indispensable
or Irreplaceable with that. Like, and you mentioned earlier,
(23:03):
little bit about compensation, right?
Like when you're, when you bringvalue to, you want one, Of the
greatest ways of becoming Irreplaceable or somebody that
you obviously spend time in mentoring and ingraining, the
values of the company Etc. But when it comes to
compensation, how do you compensate now that it's all
(23:25):
broken down or how do you put the value on an idea like right
now? I think we do it by hours.
Do you think there's a better way?
I think it's a stale, did the way to do it, but I think it has
to be other elements that They have been done for the last 10
years or so we're get bonuses may be based on sales results
(23:48):
right? Or kind of but is more tied to
the business so you are when youget compensated.
Also for the sales you are interested on an understanding
that and and it's you know we all win people like nobody else
said. But you know how how do you
(24:09):
really get into? To understanding how it works
and what drive those sales and what Drive the consumer to
require your product. And and so, what think that
becomes everyone was to have a seat at the table and figure out
that together. It is like when you do a review
(24:31):
for our employee Ryan annual review and you know, there is
and you haven't one of the structure and is tied to, you
know, maybe in the agency because we want some accounts or
the revenue of the agency. So that the same way, if you
look at the agencies from that perspective, they are part of
(24:52):
your team. So you share, you share the wins
and the losses, right? So I think that definitely is.
It's a good way to to look at this relationships.
Oh, that's awesome. I think exploring.
That model is great. I'm Maria and I have a question.
So since you have been on both sides, do you think that your
(25:14):
experience being in the agency side?
Helped you now being on the client-side, knowing how to
manage how to, you know, have the relationship with the
agency. Yeah, I will say it, helped it
helped to work with the agenciesbecause I know where they're
coming from. I know why they're asking me
questions. And I remember, when I started a
(25:37):
Domino's, I was working with a Hispanic Ad Agency, one of your
competitors, well, back in the day, so we were working with
them and to me was really important to work with the
account person and then synthetic planning person very
closely. Because to me, it's like,
they're not going to give me what I need.
(26:00):
If they don't understand the business, as good as I know it
because of the other day, if youare as a client, that's all you
do. But if you didn't see many
times, you also have other clients.
Now you're serving and you work with.
So is I saw at least for me. I so that is my job to bring the
(26:20):
agency into the fold and then and teach them and telling them.
Stories and and I remember even I was learning the category and
learning and we went around the country, visiting stores
visiting the competition, but wedid it together.
We were a team, we're not, we'renot client on agency.
(26:43):
We're we're a team. So I think that is definitely
something that I will. I will encourage agencies and
clients to do that. The best relationship, right?
Like when you know, speaking of bringing idea to life, If when
that idea truly comes from an integrated effort, right?
Like with, with the client and, and, and with the agency, and
(27:06):
I'm curious, like when you thinkof the spreading of ideas in a
world, like it looks so different from 2010, to to day.
And even 2006-2010 where ideas have more and more pipelines to
spread faster and better and at a greater quality now that we're
talking about Out 5G Etc. Like the value of those ideas
(27:29):
when we were there there createdin the US or in any other
country and they spread around the world.
Is that something that you guys are looking into like how does
that work as far as like compensation ownership?
You know, speaking of that, I like capturing that data that
those behaviors generate or those ideas are triggering In
(27:50):
Titus ideas that I think we believe ideas come from
everywhere from any anyone. So because at the end of the
world where you are looking, is to give, like I said earlier, a
great B experience to everyone. Yeah.
Regardless, if you are here in the US or Europe or China or
(28:11):
Australia and so when you talk about that experience is not
just about A great product that,of course, you should have but
it is how you deliver that product, how, you know, you go
and pick it up. What is that experience here?
Why the experience of ordering your pizza?
(28:33):
So idea have to come from all over and ideas, can come for the
agency ID account, but it's not just a marketing thing.
It's a business thing because your great ideas could be, you
know, how someone show up to your door and delivered.
It's such you, you and that is, you know, usually that's a team
(28:54):
that reports into operations. And but so, if you look at the
area, when be serious, right? Exactly.
And so he has to come from, everyone is not is society, is
this technology in general? You know, and it is from
operation, is from marketing. It's from supply chain, is every
(29:16):
part of the business. So then in Ation becomes the way
you do business. That that you always again,
because if you are a working progress brain and you're always
looking to do better than yesterday, you have to improve
every aspect of the business. Yeah, yeah.
(29:39):
Sorry. No, no.
And that becomes the norm acrossthe board, right?
Not necessarily in one market, but into markets is part of your
brand, anywhere you go. Yeah.
And as then, the ideas sometimescould become a TV campaign or
could become shy. The way you experience when you
are ordering, right? Not every da said, TV is fun.
(30:02):
Totally. I can be a delivery method or
ordering interface but it is indeed to related to the brand
because of how you guys do business right there.
How you guys operate being in constant beta, right?
Which I think is great. I think also like when you think
of Steve Jobs and and what the iPhone We created for the
(30:25):
market. I think the data points were
created along the way of how Behavior change but there wasn't
really something that said, yeah, I wanna phone and a
computer and a camera together, right?
And so this happened, those datapoints started being created and
consumer Behavior. Started telling us a little bit
of work to go without a doubt. Those things came from a
(30:46):
consumer tension, right? The consumer was not going to
tell you, that's the best example, whole thing of their
public. Oops, you go with they're not
going to tell you. This is what I want.
I want to sound that I can also send an email and I can also
take pictures and order pizza and exactly, right?
(31:08):
So they're not going to tell youthat that's what they want.
They're going to tell you that their life is complicated.
They have you know so many things to do at the same time I
would like to have something that's very convenience on my
fingertips. What does it mean?
And then so thing is, are you taking that literally or really
(31:30):
interpreting and finding the inside of that tells you should
create the solution for the consumer?
Yeah. Yeah.
And talking about how you work for Domino's in the
international area, right? And how do you tackle when
you're about to enter a new market that it's in a different,
(31:52):
completely different culture. How do you manage all of that
and how you prepare yourself forsuccess?
That's a great question, Maria. And I think it goes back to
partnership. I think we we cannot think that
we can do everything on our own.That's why we work with Master
friend. Jay sees that they have the
(32:13):
rights of the ran in each of thecountries, we work.
I don't know, we open because weknow that this must refrain JC's
know the consumer know the culture know, the market better
than any of us. But we bring to the table is the
knowledge of the brand from whatwe want, the branches stand for
(32:33):
around the world but also what we have learned this point with
opening with 97 markets on Counting around the world.
So that is that partnership is global meets local and you want
to make sure that you embrace the consumer where they are.
(32:53):
Like I said before, there's countries that each size part of
their Are you know, regular foodpantry but in others is we use
thing is not a category that's well-developed.
So how do you enter there and you work with that market to
develop that? So, I think again, it's about
(33:13):
Partnerships and I'm being open,right?
Is understanding that not every consumer is the same that
cultures come in different formsand embrace that As why when you
look at our menu in different countries around the world,
you're going to find local ingredients and local things
(33:34):
that represent that taste that that consumer because we want to
embrace that, we weren't what want to be cookie cutter.
We want to make sure that that we embrace, the local culture
and that is very different from from other for other brands
around the world. Needless to say, you have a lot
of friends around the world. Okay.
(33:54):
Yes, I do. Yeah.
About being in marketing, you know of course we're all now
getting used to being watched with videos and social media and
everything all the time, right. But in the world of marketing,
as a public company, how does this change the way you operate
(34:15):
and the way, what you put out there in the world is there?
Like I'm guessing there's a lot of people that listen to us that
have worked for public companiesbut some that have have not and
I want to Make sure we're empathetic and we understand.
What does that mean? From a marketing perspective?
I think what that means is that you're very clear about your
(34:36):
objectives and your kpis becausewhat you're doing it has to of
course result in in some profitsand that's kind of the basic of,
you know, being a public company.
But also what I will say makes us accountable and to be very
precise, very focused on what matters and able to prioritize.
(35:00):
What's going to make the bread? And grow, you know, I don't I
don't see this as a something that is limiting.
I heard the agency world of all your, You belong to a big
Corporation or you are, you knowprivate so you can do much work.
Yeah. But but it for me is actually
(35:22):
given us to be very, very thoughtful about what we do to
make sure what you do really produce an impact in the A brand
to make that run grow and that'show I see it and that's how I
feel myself accountable for it. So I know we're at, you know,
(35:43):
almost the time Maria had an exercise, he wanted to do with
you but this has been this has been a great conversation.
What do you think Maria? Yes I agree.
And this is something new that we're trying and the podcast
it's serious of rapid-fire questions so just to conclude we
want to ask you some questions to pick your brain and the
genomic of this is you give whatever comes to your mind and
(36:05):
just something quick quick. All right.
So are You ready Victoria? Well, let's see, excited.
Okay, so the first question client or agency side?
Lion lion. Oh, that's good.
(36:27):
Okay, now are you more analytic or creative?
Analytic. Alright.
Now your favorite pizza flavor. Oh, I will say is think Russ and
Brooklyn style, spinach and feta.
(36:48):
Fancy. I like so you should all of that
abdominals next time. Please make a note that's a good
recommendation. We can call it the Victoria.
Signature flavor, what project are you currently working on?
Call a lot of to d23 planning. So that is definitely what's kid
(37:08):
my, my day quite occupied lately.
Now, in your opinion what would you consider to be the best ad
of all times? Oh my God, I have to say, you
know, I'm going to go with like the traditional, you know what,
I think it was something that for me and my career.
(37:29):
Make a difference is 1984 Apple.You know, it's kind of easy that
and then use that open up the campaign for many years to come
carefully, that sets the stage and that helped the brand build
a story. Because if you put all these ads
after that one, One and you flipthrough them, it will be a book
(37:53):
of the history of Abu. And so now I had to say for
Domino's and what we call the pizza turn around when we
launched in you and Inspire crust because that was the
beginning of a new chapter. What I fell in love with a brand
that set a different standard, and we can tell Gradually story
(38:20):
to a consumer. I like to develop people.
I strongly believe that we have to help people be their best.
Not only professionally, but personally, and if you have to,
when you have people under you, you have to embrace them as fat
as not only what they do, other job of who they are as a person
(38:41):
and manage them from that place because they will give you their
best. And you will be able to knowing
all that help them develop theircareer.
And now to end on a motivationalmatter, a motivational quote
that you want to share with our listeners and with us.
(39:03):
Oh, one thing that we always talk is change this constant and
I think we talked a lot about that in my team and in the
company about that. But I will say as a, an
immigrant in this country, I experienced that that change is
constant. I still discover things that I
didn't know about this this country and this culture.
And so how you Embrace that and how you're ready to write a
(39:27):
journey that you might discover something new tomorrow.
Nice. I like that goes very well.
With the Bedtime mindset, and always in progress without a
doubt. Awesome.
Well, thank you Maria. Obviously, we're very grateful
Victoria for this. So Maria's going to take it home
and we hope to see you soon here.
(39:51):
Yes. Thank you, Victoria.
It was an honor having you here.And I was well, thank you
Francisco, for having me as a co-host and shout out to our
producer role frese and this time, I'm assisting him is for
now Kumar from my digital team and Victoria if someone would
want to reach out to you. What is the best way to connect
with you? I'm going to lengthen, of
(40:11):
course. So please send me a message.
Now via LinkedIn and I will makesure to answer and make sure
that said, I heard this podcast so we can keep connecting
through this great Channel. Yes.
So to everyone out there, check out and this and other episodes
of loud and clear the podcast where those who give a shit
(40:33):
about advertising loud and clearis available.
On Apple podcast Spotify, I hardPandora or wherever you listen
to your podcast, do not forget to subscribe and give us any
feedback we want to bring value to our community, to make a
better industry challenge, the status quo, and look for more
content and more about Lerma andour approach about advertising
(40:55):
at Lerma agency. Two weeks, thank you for
listening. And until next time,
You want to be a brand that is ready to, you know, bring
(00:05):
something forward to the consumer.
The consumer has to be at the center because it because your
Center, we are the service of the consumer is how you're going
to bring the consumer, the best product, the best service.
It's not about what I like is what what the consumer needs are
(00:26):
where the consumer preferences are because Your emotions are
and how you serve to those. We talked to people and we have
to remember that consumers are the center and if we don't have
them, no business will exist. Welcome to loud and clear the
(00:55):
podcast. For those who actually give a
shit about advertising, I am your host Francisco.
Of them as principal of digital integration for Lerma.
And as always, draw, freeze is on the controls as a producer,
but today's special today on topof having an amazing guest that
surely will Define what will be for dinner.
Tonight, we have my co-host, Maria Diaz, which is something
(01:17):
we have not done in a while and excited to do it.
Now, to briefly introduce Maria,these are brand creative, art
director at Lerma, she's a member of aaf Dallas.
One club and art directors Club,she has worked at bbdo on door
has an Atlanta. She also helped such Ian dory's
(01:38):
and help handle the social mediafor president of Honduras.
We also have our guest Victoria Petrella vice president and
international marketing at Domino's Pizza.
Welcome Victoria, how are you? Hola, Francisco.
How are you? I'm really happy to be here.
(01:59):
We're so excited that you're here.
Let me paint a little bit. A picture of who you are to the
audience, and your trajectory Victoria is currently a member
of the international team that leads the company's marketing
strategy by working closely withDomino's Master, franchises and
marketers around the world. She joined Domino's in 2010 to
(02:19):
run the Hispanic marketing program in a time.
As many of you mark. The Nerds now, Domino's was
going through extreme changes and yes, these changes were very
positive. So in a way, she was a catalyst
of that change. She oversaw media planning and
buying for General market and Hispanic.
(02:39):
And for many programs, includingthe Coca-Cola program.
Her background comes from the agency side to spend eleven
years at the yesterday where I have the fortune of meeting her
and she worked for human die, Taco, Bell and Levi's.
So she has also worked for Bravogroup and lion are.
She's originally from Argentina.And today lives in Ann Arbor
(03:01):
Michigan. She lives with her husband and
two daughters, which I guess, you know, makes makes the
weather fine. No matter how it is.
So lucky to be there, Victoria, did I miss anything on your
intro that you want to have? No, I think just to remind
everyone that the, as I study advertising and I started
(03:22):
working in advertising In Argentina.
So until I decided to pack up and do my MBA in the US and, and
27 years later, I'm still here. Well, great great, immigrant
story. So we wanted to start a little
bit like, you know, obviously talked about you, what you've
(03:42):
done. I think your story is amazing.
You coming from Argentina. Put start a little bit with
like, what's going on with pizzatoday, right?
Like the marketplace, you know, we're coming from a pandemic,
just To set the stage for audience which in a way that has
never left us but habits and consumer.
You know, preferences as far as like, food Etc have changed or
(04:06):
perhaps have not changed and youhave been able to see these not
only in the US, but around the world.
With the markets that you handle, what is your sentiment
of of Pizza in general and how it's moving, especially for
Domino's. We all did.
Pizza is always loved regardlesswhere you are.
You cannot say no to pizza. And we have not seen a decline
(04:30):
in consumer preference or anything like that around the
world. Yes.
But there is countries that theylove pizza and they eat pizza
every day because culturally that's closer to who the yard
there are others that it becomesmore like a special occasion
when I'm celebrating a bird. Or something like that.
(04:51):
But at the end of the day as a food, is something that everyone
is enjoy and want more and more.And that's where Domino's soaps
out every day because it's not just about the food that we
bring to the table. Is that magical fix experience?
That what our technology would our service with our friend?
(05:12):
JC's, with our team, members around the world, we make that
moment very special. Yes.
I mean, it's a definitely, a go-to solution for for
emergencies and non-emergencies,right?
Like special moments and things like that.
So it was very funny when Maria and I were preparing for this,
we read somewhere, like kind of hinting Pete's Pizza fatigue,
(05:36):
but evidently that has not happened.
You can see it in the results and how, how people are still
going back to that delicious flavor of pizza, especially
Domino's. A friendly.
And as we have seen that, you know, all over the world like
yourself before. They mentioned something
interesting. In that pizza is always trending
(05:57):
and I think it happens a lot because as you say like everyone
has it and it's always loved. Yep.
So we thought out in 2010, you decided to go to Dominoes
Dominoes was going through, but I think now and looking back an
amazing transition and I like tothink obviously because I knew
you and I know what you have done is that you were part of
(06:18):
that that transition. How did you feel coming to
dominoes in a Such a key moment.I believe, 2008, 2009, 2010 was
of transition, like, what made you make that decision?
There's a lot of trending, you know, rock stars moving from ad
agencies to to the clients eyes,but what were you thinking?
(06:40):
Of course, like a woman like, you come in as an immigrant from
Argentina and then agency, then clients, I mean Super exciting.
Yeah, you know, this goes back to, when I started working in
the Were all back in early 90s and so try not to make the math.
I will say that but then after Istudied advertising, I got my
(07:02):
degree went to the advertising agency and I love working with
my clients and always being on the account side.
I realized I was missing something, I don't want to
understand the business. What happened in the other side?
I was very curious, I'm a very curious person by Nature as I
wanted to understand, okay. But I want to know more.
So how they got to that idea? How they got to those numbers,
(07:24):
why? Why this are not that right?
And that at that point is when Isaid maybe I'm missing
something, I maybe I might want to go and test drive at some
point in the other side. And for that, I realized I was
lucky in some business Acumen. And that's when I decided to do
my MBA and there's a well, I go have done in Argentina, could
(07:47):
have taken a Class, A or something, but as I will was,
you know, Single still young andI said why don't wake up and you
know do this experience of a studying abroad with the idea of
coming back was never an idea ofimmigration in the past.
So I personally came to do my MBA, and then but by nature of
(08:13):
my background and my experience actually one of my old bosses
from Argentina was already working and why an are so he
called me and then I joined And of course being Hispanic and
knowing the language and the culture.
You can of I gravitated again toadvertising but it was always in
the back of my head. So can I go to the client-side?
(08:34):
Can I experienced that? What is that?
And I am know what I was going to find to be honest and came
2010 and it was a transition period I think as a country in
the u.s. you know we're going through a recession that was
many things going on. We'll say it was a transition
also going on at Domino's, wherethey start to look for new
(08:58):
Talent on expanding what they were doing.
And I found this job posting andI remember.
Was it on LinkedIn? It was like a monster.com
something like that and I postedmy resume at midnight and the
next morning they said, Domino's, you know, was calling,
(09:20):
I don't like a Domino's, like I didn't order a pizza.
I like they did put two and two together, so went through a few
interviews over the phone and flew here to Ann Arbor.
Michigan of all places, it was summer, that they think that's
why they were hiring me during Summers.
Really Logan summer. Yeah, beautiful great weather.
(09:40):
And I'll say, from that moment, I walk into a building, I felt
something special. And, and I think also what made
it special was talking to the people at a company where You
wear other words, not hierarchical.
There was not the boss. It was people that will work
with you and I have a chance to meet with stood, a our CEO.
(10:03):
He was a CMO at the time. Russell winner, who has been,
you know, talking to many colleges around the world about
the success story of dominoes because that who he was the
Catalyst to the change at that point and what he wanted to
bring forward for the brand. And so I have seen the campaign
(10:25):
on TV. I have read about what was
happening, a Domino's metal, these great people and I said, I
have to be there and it was to do what I already knew that was,
you know, talking to the Hispanic consumer.
So I always had this idea of going to the client there was
going to be my first you know try and my first try is 12 years
(10:48):
in the making and Galway and so it has been a great Experience
and really, really validated that, sometimes not your
careers, not just in one place, I only can work in that agency.
I only can work in in some specific area there is is more
about your skill sets and how they translate to wherever
(11:10):
workplace Department company. You are in and especially when
your personal values are alignedwith a company values, that
great, it's almost like you, youstart.
Going, I want to bring value forBrands and if the best way of
doing this is being in an agencyand bring those values and bring
(11:31):
those Brands to life, that's great.
But if you're able to do that and do it within the brand
itself, that's also great. And like you said here, you are
12 years later. Yeah, you know, moving forward
with an amazing project. So did they lay out?
Like, I know you've seen some ads and some changes, but they
lay out when you were talking tothem a plan down, the pipeline
(11:52):
of How Domino's was going to change as a brand not only in
the US but in the world you werepart of that world approach,
right? Yeah.
At that point it was very eurocentric.
I will say, we were not yet talking how to roll that out
internationally. That came a few years later
because we were not that big internationally when I joined in
(12:15):
2010. Even when I join International
and five and a half years ago, we were not in so many countries
as we are today. The reality was.
Yes, there was a plan that was avision but also you have to see
how the market is receptive to that and how they continue to
respond. And the response of course, was
(12:36):
this predicted. It was a lot of data going into
those decisions. Some how to act and how to bring
those ran action forward, but itwas to continue that path.
That was there was a vision of also, thinking of the brand as a
working progress friend and that's What we believe we are
working progress, Ram, mind typeof company.
(13:02):
So very like a tech company if you think about it, right?
So we're always thinking forwardwhat you did today, you can do
it better tomorrow. You continue to evolve because
your receive all the world evolved.
So you have to evolve with that.So that's why we, we talked
internally, we talk a lot about being a working progress friend.
Because we believe that you're never done, you're always
(13:25):
looking to. It's like a person, you're
trying to be tomorrow, a better person that you were today and I
think that is so intrinsic on the values of the company.
They're aligned with my personalvalues that I think that was
great to join that Journey. You ingrained those values with
your agency's, just for them to be aligned in that mindset.
(13:49):
Yeah. Well, the US agency and I don't
work in Surly side by side with them and a day-to-day right now,
but their name is working progress.
Yeah, so, the agency is working progress, so, definitely that is
ingrained in the way we think isaccompanied, by the way, the
agency thinks as well. Yeah, it's funny, like, when we
(14:11):
work with creative like Maria, they're always, you know,
there's always a better way to do it like this.
The work is never done, so we love that mindset and I I think
yeah just even launching aside is continually being in that bed
that mindset or work in progressas you know.
And here I'm going to let Maddy also jump in but we are a
podcast that kind of intense to challenge or get some insight
(14:36):
into how as ad agencies, we can be better and better services to
our clients. You being in both worlds and
working with creatives and seeing how everything evolves.
I would love to hear your Perception of, how do we see the
relationship of agencies and Brands evolve especially from
the 90s, right when you started?To now and you know where the
(15:00):
strategy come from Lego what is happening between these two
relationships in general. I think that they Volusia have
been fascinating, you know, I was thinking about dares and you
know, when the night he's even said, think about how it will be
compensated. It was a 17.5% of media
Commission because you we're creating the ad buying the end.
(15:24):
They are ever in the same place right now is is you were with a
media agency. Are you were with a creative
agency, many times, a digital agency and many digital agencies
and right. So the were have changed and how
you engage has changed because even the compensation change,
(15:46):
its compensation, many cases about, you know, objectives,
right? So in many cases Brands, pay
agency's space on sales objectives also or sort of If I
shipments. So the important thing of this
is how you partner with agenciesas side by side is not.
(16:08):
It's not a service but it's a partnership.
Definitely, they have to be the same team and I think sometimes
you have been more service. Okay, here's a brief.
Bring me the idea to show up to the meeting and I like it on
like it. But, you know, I think that
co-creation and the conversationthe And conversation to think
(16:30):
strategically about the brand, that is where agencies have to
play today. But the other thing that I think
is key is to understand data. Today, we have so much data
about consumers, especially as aretail brand.
You know, if I think about dominoes or rather brand, think
(16:52):
about, you know, even Amazon, how much information we have
about consumers and What does itmean to a consumer tension?
What does it mean to the consumer problem?
They're trying to solve and bring that forward to the agency
and work through that together because before it was just a
couple focus groups and then we move on today is not that you
(17:16):
have sales and behavior that youknow, when they are lying there
not one they're not aligned you know what they buy yesterday.
I what they're going to buy nextweek.
So all of that but you have to put all that.
Together. And so I think it when the
agency Embrace that process thatmany times, like, no, I don't
want to look at the data, you know, I know what the consumer
(17:36):
wants, you know, you erase that,because I said the other day,
it's not, you know, for us, it'sfor the consumer and the
consumer has to be at the center.
He has to because your Center, we are the service of the
consumer is how you're going to bring the consumer the best
product, the first service. And so it's not about what I
(17:57):
like is what? What the consumer needs are
where the consumer preferences are because your emotions are
and how you serve to those. Right.
So I think that's important thatagencies, you know, Embrace up
process of looking at the data and that is not data for the
sake of data. But it's a data because
(18:18):
especially the spreadsheet, and there are some bunch of data
points, but that has to be translated into an insight and
that insight has to be translated into a variety.
An action and not everyone can do that.
So, it's not about, oh, well, they like this and just put a
family around the table. Well, it's any brand, can put a
(18:39):
family around the table. Why is about my brand?
And how my brand will lays to the consumer?
That is different. And what I can do that, no one
else can do, would you say that that data is coming or been
analyzed by on the agency side or on the brand sighs?
How's that? How's that working on your end?
Works more. Like we we analyze the data as a
(19:01):
client but you know, we bring that forward that knowledge to
the agency we discuss in, you know, and it's important that
Dan burisch and of you want answers and understand how that
can be you know, transferring tothat idea.
What is that Branagh action? But it and I think it is
important to talk about bran action sometimes which has
(19:23):
talking about. Yeah, that's a cool idea.
That's a good be a cool commercial but is it cool?
Commercial going to generate a brand action is going to
generate also consumer action and and the uniqueness of how
that idea fits for this brand and only this brand.
That's what the magic happens because if you can put any other
(19:44):
brand even within the same category we launched it, we lost
the fight. There there's no value in saying
it first. No, I mean there's there's truth
to the category that if you're the first one I think the
Nothing could have been set by your competitors as well, but
you owned it, right? And that's definitely that
happened. What was like in the 80s and 90s
(20:08):
that, that definitely happens. In many categories when you are
the first, I mean, we have read many of it, you know, case
studies about, you know, the rental car category, right?
But it is not all about saying the first But is sometimes you
might be the second but it's howyou say it and how relevant is
(20:30):
to you. Do you own that and it is a
promise or is it actual option? You can said I will do.
No, no, it's different to say I do.
This is what I do for you. Not rather than I will do.
One day I would is you want to be a brand that is ready to, you
(20:51):
know, bring something forward tothe Zoomer.
And that's why it makes. Sometimes we forget about, we
talked to people and we have to remember that consumers are the
center and if we don't have them, no business will exist.
Yeah, completely Maria, what areyour thoughts on this?
(21:12):
I really like, what you mentioned Victoria about how
agencies and clients should act more like a partnership because
that way, you break, if the client does, well, then the
agency does well and it's a win-win situation, of course.
And then you're more seeing likea business transaction, you're
seeing like an ally and in this,how can you become a
(21:34):
replaceable? Like how can you can your, what
you do help so much? They think double think about
losing you as an agency. Yeah.
And I think it is, you know, thebusiness Sowell, we are
intertwined in their business. It's like when you have a new
employee and you think I have totrain them so that I take me a
(21:57):
few months until they know the business.
They know how we do things and they know my client is that
learning curve. But once you have an agency
that's really partner that eccentric Buying the business in
our case, they know they have work in our stores.
They, you know, made with our franchisees that they are, they
(22:20):
know who we are from inside out.That once that happens, that is
a knowledge that you don't want that to go out the door, right?
Be invested both sides invested,it's a marriage, except the
things are really going bad. You try to make sure that that
marriage. All marriage is gold, you know.
(22:40):
Good Times the bad times but it's how you make sure that it's
just a long and stay strong and you work through it because you
don't want to lose everything. They have built together.
So I think that is how you become, you know, indispensable
or Irreplaceable with that. Like, and you mentioned earlier,
(23:03):
little bit about compensation, right?
Like when you're, when you bringvalue to, you want one, Of the
greatest ways of becoming Irreplaceable or somebody that
you obviously spend time in mentoring and ingraining, the
values of the company Etc. But when it comes to
compensation, how do you compensate now that it's all
(23:25):
broken down or how do you put the value on an idea like right
now? I think we do it by hours.
Do you think there's a better way?
I think it's a stale, did the way to do it, but I think it has
to be other elements that They have been done for the last 10
years or so we're get bonuses may be based on sales results
(23:48):
right? Or kind of but is more tied to
the business so you are when youget compensated.
Also for the sales you are interested on an understanding
that and and it's you know we all win people like nobody else
said. But you know how how do you
(24:09):
really get into? To understanding how it works
and what drive those sales and what Drive the consumer to
require your product. And and so, what think that
becomes everyone was to have a seat at the table and figure out
that together. It is like when you do a review
(24:31):
for our employee Ryan annual review and you know, there is
and you haven't one of the structure and is tied to, you
know, maybe in the agency because we want some accounts or
the revenue of the agency. So that the same way, if you
look at the agencies from that perspective, they are part of
(24:52):
your team. So you share, you share the wins
and the losses, right? So I think that definitely is.
It's a good way to to look at this relationships.
Oh, that's awesome. I think exploring.
That model is great. I'm Maria and I have a question.
So since you have been on both sides, do you think that your
(25:14):
experience being in the agency side?
Helped you now being on the client-side, knowing how to
manage how to, you know, have the relationship with the
agency. Yeah, I will say it, helped it
helped to work with the agenciesbecause I know where they're
coming from. I know why they're asking me
questions. And I remember, when I started a
(25:37):
Domino's, I was working with a Hispanic Ad Agency, one of your
competitors, well, back in the day, so we were working with
them and to me was really important to work with the
account person and then synthetic planning person very
closely. Because to me, it's like,
they're not going to give me what I need.
(26:00):
If they don't understand the business, as good as I know it
because of the other day, if youare as a client, that's all you
do. But if you didn't see many
times, you also have other clients.
Now you're serving and you work with.
So is I saw at least for me. I so that is my job to bring the
(26:20):
agency into the fold and then and teach them and telling them.
Stories and and I remember even I was learning the category and
learning and we went around the country, visiting stores
visiting the competition, but wedid it together.
We were a team, we're not, we'renot client on agency.
(26:43):
We're we're a team. So I think that is definitely
something that I will. I will encourage agencies and
clients to do that. The best relationship, right?
Like when you know, speaking of bringing idea to life, If when
that idea truly comes from an integrated effort, right?
Like with, with the client and, and, and with the agency, and
(27:06):
I'm curious, like when you thinkof the spreading of ideas in a
world, like it looks so different from 2010, to to day.
And even 2006-2010 where ideas have more and more pipelines to
spread faster and better and at a greater quality now that we're
talking about Out 5G Etc. Like the value of those ideas
(27:29):
when we were there there createdin the US or in any other
country and they spread around the world.
Is that something that you guys are looking into like how does
that work as far as like compensation ownership?
You know, speaking of that, I like capturing that data that
those behaviors generate or those ideas are triggering In
(27:50):
Titus ideas that I think we believe ideas come from
everywhere from any anyone. So because at the end of the
world where you are looking, is to give, like I said earlier, a
great B experience to everyone. Yeah.
Regardless, if you are here in the US or Europe or China or
(28:11):
Australia and so when you talk about that experience is not
just about A great product that,of course, you should have but
it is how you deliver that product, how, you know, you go
and pick it up. What is that experience here?
Why the experience of ordering your pizza?
(28:33):
So idea have to come from all over and ideas, can come for the
agency ID account, but it's not just a marketing thing.
It's a business thing because your great ideas could be, you
know, how someone show up to your door and delivered.
It's such you, you and that is, you know, usually that's a team
(28:54):
that reports into operations. And but so, if you look at the
area, when be serious, right? Exactly.
And so he has to come from, everyone is not is society, is
this technology in general? You know, and it is from
operation, is from marketing. It's from supply chain, is every
(29:16):
part of the business. So then in Ation becomes the way
you do business. That that you always again,
because if you are a working progress brain and you're always
looking to do better than yesterday, you have to improve
every aspect of the business. Yeah, yeah.
(29:39):
Sorry. No, no.
And that becomes the norm acrossthe board, right?
Not necessarily in one market, but into markets is part of your
brand, anywhere you go. Yeah.
And as then, the ideas sometimescould become a TV campaign or
could become shy. The way you experience when you
are ordering, right? Not every da said, TV is fun.
(30:02):
Totally. I can be a delivery method or
ordering interface but it is indeed to related to the brand
because of how you guys do business right there.
How you guys operate being in constant beta, right?
Which I think is great. I think also like when you think
of Steve Jobs and and what the iPhone We created for the
(30:25):
market. I think the data points were
created along the way of how Behavior change but there wasn't
really something that said, yeah, I wanna phone and a
computer and a camera together, right?
And so this happened, those datapoints started being created and
consumer Behavior. Started telling us a little bit
of work to go without a doubt. Those things came from a
(30:46):
consumer tension, right? The consumer was not going to
tell you, that's the best example, whole thing of their
public. Oops, you go with they're not
going to tell you. This is what I want.
I want to sound that I can also send an email and I can also
take pictures and order pizza and exactly, right?
(31:08):
So they're not going to tell youthat that's what they want.
They're going to tell you that their life is complicated.
They have you know so many things to do at the same time I
would like to have something that's very convenience on my
fingertips. What does it mean?
And then so thing is, are you taking that literally or really
(31:30):
interpreting and finding the inside of that tells you should
create the solution for the consumer?
Yeah. Yeah.
And talking about how you work for Domino's in the
international area, right? And how do you tackle when
you're about to enter a new market that it's in a different,
(31:52):
completely different culture. How do you manage all of that
and how you prepare yourself forsuccess?
That's a great question, Maria. And I think it goes back to
partnership. I think we we cannot think that
we can do everything on our own.That's why we work with Master
friend. Jay sees that they have the
(32:13):
rights of the ran in each of thecountries, we work.
I don't know, we open because weknow that this must refrain JC's
know the consumer know the culture know, the market better
than any of us. But we bring to the table is the
knowledge of the brand from whatwe want, the branches stand for
(32:33):
around the world but also what we have learned this point with
opening with 97 markets on Counting around the world.
So that is that partnership is global meets local and you want
to make sure that you embrace the consumer where they are.
(32:53):
Like I said before, there's countries that each size part of
their Are you know, regular foodpantry but in others is we use
thing is not a category that's well-developed.
So how do you enter there and you work with that market to
develop that? So, I think again, it's about
(33:13):
Partnerships and I'm being open,right?
Is understanding that not every consumer is the same that
cultures come in different formsand embrace that As why when you
look at our menu in different countries around the world,
you're going to find local ingredients and local things
(33:34):
that represent that taste that that consumer because we want to
embrace that, we weren't what want to be cookie cutter.
We want to make sure that that we embrace, the local culture
and that is very different from from other for other brands
around the world. Needless to say, you have a lot
of friends around the world. Okay.
(33:54):
Yes, I do. Yeah.
About being in marketing, you know of course we're all now
getting used to being watched with videos and social media and
everything all the time, right. But in the world of marketing,
as a public company, how does this change the way you operate
(34:15):
and the way, what you put out there in the world is there?
Like I'm guessing there's a lot of people that listen to us that
have worked for public companiesbut some that have have not and
I want to Make sure we're empathetic and we understand.
What does that mean? From a marketing perspective?
I think what that means is that you're very clear about your
(34:36):
objectives and your kpis becausewhat you're doing it has to of
course result in in some profitsand that's kind of the basic of,
you know, being a public company.
But also what I will say makes us accountable and to be very
precise, very focused on what matters and able to prioritize.
(35:00):
What's going to make the bread? And grow, you know, I don't I
don't see this as a something that is limiting.
I heard the agency world of all your, You belong to a big
Corporation or you are, you knowprivate so you can do much work.
Yeah. But but it for me is actually
(35:22):
given us to be very, very thoughtful about what we do to
make sure what you do really produce an impact in the A brand
to make that run grow and that'show I see it and that's how I
feel myself accountable for it. So I know we're at, you know,
(35:43):
almost the time Maria had an exercise, he wanted to do with
you but this has been this has been a great conversation.
What do you think Maria? Yes I agree.
And this is something new that we're trying and the podcast
it's serious of rapid-fire questions so just to conclude we
want to ask you some questions to pick your brain and the
genomic of this is you give whatever comes to your mind and
(36:05):
just something quick quick. All right.
So are You ready Victoria? Well, let's see, excited.
Okay, so the first question client or agency side?
Lion lion. Oh, that's good.
(36:27):
Okay, now are you more analytic or creative?
Analytic. Alright.
Now your favorite pizza flavor. Oh, I will say is think Russ and
Brooklyn style, spinach and feta.
(36:48):
Fancy. I like so you should all of that
abdominals next time. Please make a note that's a good
recommendation. We can call it the Victoria.
Signature flavor, what project are you currently working on?
Call a lot of to d23 planning. So that is definitely what's kid
(37:08):
my, my day quite occupied lately.
Now, in your opinion what would you consider to be the best ad
of all times? Oh my God, I have to say, you
know, I'm going to go with like the traditional, you know what,
I think it was something that for me and my career.
(37:29):
Make a difference is 1984 Apple.You know, it's kind of easy that
and then use that open up the campaign for many years to come
carefully, that sets the stage and that helped the brand build
a story. Because if you put all these ads
after that one, One and you flipthrough them, it will be a book
(37:53):
of the history of Abu. And so now I had to say for
Domino's and what we call the pizza turn around when we
launched in you and Inspire crust because that was the
beginning of a new chapter. What I fell in love with a brand
that set a different standard, and we can tell Gradually story
(38:20):
to a consumer. I like to develop people.
I strongly believe that we have to help people be their best.
Not only professionally, but personally, and if you have to,
when you have people under you, you have to embrace them as fat
as not only what they do, other job of who they are as a person
(38:41):
and manage them from that place because they will give you their
best. And you will be able to knowing
all that help them develop theircareer.
And now to end on a motivationalmatter, a motivational quote
that you want to share with our listeners and with us.
(39:03):
Oh, one thing that we always talk is change this constant and
I think we talked a lot about that in my team and in the
company about that. But I will say as a, an
immigrant in this country, I experienced that that change is
constant. I still discover things that I
didn't know about this this country and this culture.
And so how you Embrace that and how you're ready to write a
(39:27):
journey that you might discover something new tomorrow.
Nice. I like that goes very well.
With the Bedtime mindset, and always in progress without a
doubt. Awesome.
Well, thank you Maria. Obviously, we're very grateful
Victoria for this. So Maria's going to take it home
and we hope to see you soon here.
(39:51):
Yes. Thank you, Victoria.
It was an honor having you here.And I was well, thank you
Francisco, for having me as a co-host and shout out to our
producer role frese and this time, I'm assisting him is for
now Kumar from my digital team and Victoria if someone would
want to reach out to you. What is the best way to connect
with you? I'm going to lengthen, of
(40:11):
course. So please send me a message.
Now via LinkedIn and I will makesure to answer and make sure
that said, I heard this podcast so we can keep connecting
through this great Channel. Yes.
So to everyone out there, check out and this and other episodes
of loud and clear the podcast where those who give a shit
(40:33):
about advertising loud and clearis available.
On Apple podcast Spotify, I hardPandora or wherever you listen
to your podcast, do not forget to subscribe and give us any
feedback we want to bring value to our community, to make a
better industry challenge, the status quo, and look for more
content and more about Lerma andour approach about advertising
(40:55):
at Lerma agency. Two weeks, thank you for
listening. And until next time,
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