Gaby González VML México client partnership and creativity, Digi Mart USA News (Mexico): Effectiveness remains the principle that distinguishes Effie, and for Gaby González, Chief Client Officer of VML, that principle will remain valid beyond any changes the industry may undergo. The executive shared her views during the Effie México 2026 awards ceremony, where the agency won a silver award in the Branded Content category for “Oreo Cows.”
González believes that, although the contest’s rules may incorporate adjustments, its essence should not change. “It is an award that has been around for many years, has great recognition, and is totally focused on results.
On ideas that build business and build brands,” she said.
For the executive, that orientation will remain the starting point for evaluating entries: “I think it will continue to be the principle of the objectives you have, the results you achieved with an idea that is relevant.”
When referring to the trends transforming agency work, González identified two major themes. From the consumer perspective, she highlighted growing interest in health and wellness, a concern also reflected in brands’ proposals and product development.
As an example, she mentioned the expansion of launches linked to protein.
The second trend is artificial intelligence, whose presence increasingly extends beyond the creative area. “It continues to be more a part of everyday life in every kind of work we do, not only in the creative side, but also in the strategic and operational side,” she explained.
However, for González, the evolution of Mexico’s industry does not depend solely on incorporating new technologies or identifying consumer opportunities. It also requires strengthening the relationship between advertisers and agencies and building ties based on trust.
“I think there is a greater need for client partnership, clients who truly believe in ideas and who can take a bit more risk,” she said. In her view, Mexico has the talent and capacity to compete at the main international festivals, as its professionals have already demonstrated.
The challenge lies in creating the conditions for that potential to develop. The pressure to achieve immediate results, she acknowledged, can limit the space for exploring ideas with greater reach.
“Suddenly we get that stress of having to support the brands, and we need to pause a little and give space to big ideas,” she said.
For VML’s CCO, client support is decisive: together with agencies, clients are the ones who can drive creativity in the country. A relationship of collaboration and trust thus appears as a necessary condition for Mexico to keep consolidating its place on the international advertising stage.
