Brands Have to be Just as Transmedia as People are 

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Garbiñe Abasolo, CEO of Thinketers tells us about digital marketing and transmedia strategies.

Tell us about you, your career, and how you founded Thinketers.

Garbiñe Abasolo: I started working as a model and I won the 1983 Miss Spain pageant. Since then, my life has been a continuous journey of breaking down stereotypes about women. Twenty-seven years ago, I founded what is now Thinketers, a company dedicated to fashion that has evolved from talent management to a marketing agency that connects brands with people through transmedia strategies. My knowledge of fashion and the media acquired in my professional career allowed me to work with Personal Brands highly recognized in the Spanish market, prominent national and international commercial brands, and content platforms and media.

My inquiring mind makes me look for challenges every day to anticipate the fast-paced world of talent management, marketing, and communication. Because we know that it is a sector that evolves very quickly following people’s behavior and that what works today may or may not work tomorrow. Therefore, the spirit of a start-up and continuously starting from scratch is critical to evolving as people and companies. I keep reinventing myself without fear, believing in people and their values.

Do you have small habits that made a meaningful impact on your life and business? 

Garbiñe Abasolo: You have to look at life with a nonconformist, positive and constructive attitude. My personality makes me constantly look for solutions where people usually see problems. It is essential to surround yourself with people and professionals with the same attitude towards life and come together in the most challenging moments.

How does Thinketers market its product/services online? 

Garbiñe Abasolo: It is important to have a professional company’s digital presence that communicates the services we offer at Thinketers: digital strategy, branded content and video production, talent management/influencer marketing and brand experience. In addition to our own channels such as the web and the social media profiles, we work on SEO to be well positioned when there are potential clients who are looking for us and our services. Beyond that, the best marketing channel is the work carried out for our clients and many times they are the ones who recommend us to others.

What is your hiring policy/process and how do you retain your employees?

Garbiñe Abasolo: The directors of the company and the director of the area where the new talent is going to be incorporated are the people who lead the hiring process. Every time we hire a person, we expect it to be for a long time, and most of the time it happens. Talent that grows at the same time as the company itself. In addition to professional skills and talent, we want good people, good colleagues and optimistic and non-conformist people. Our claim ‘Less of the same has to be breathed by all of us on the team, who call ourselves ‘thinketerianos’. We say that we are an F1 team, where everyone knows how important their role is so that everything works correctly.

We believe that a good work environment, professional growth, flexibility, training and the possibility of being part of interesting strategic and creative projects are the best things for employees to want to be in Thinketers.

How are you funding your growth? 

Garbiñe Abasolo: The growth from the beginning has always been very solid, controlled and sustained which has allowed us to finance ourselves. 

Who are your competitors? And how do you plan to stay in the game?

Garbiñe Abasolo: The best way to stay in the game is not to settle, to continue learning every day and to know customers very well, and what they need or can expect from a brand. 

We have the most varied competitors, from advertising groups to specialists in specific services, such as influencer marketing, audiovisual production companies or events.

The differential values ​​of Thinketers can be summed up in 3: Agility, Efficiency and Involvement. The agility of thoughts, actions and movements to respond to brands’ expectations and to adapt services to what people dictate. Because listening to the street and transforming information into knowledge is how we are really able to push brands to another level beyond what they think they need. Because there are the real opportunities, the non-obvious ones, the ones that have not been explored before.

On the other hand, the weapon of Efficiency in processes, in relationships between teams and in terms of costs, is derived from the new ingredient that enters the equation: transparency. 

And, finally, the Involvement of the team and relationships of trust with our clients. 

Tell us a customer success story of yours?

Garbiñe Abasolo: More than talking about a specific case, for me success is always being up to our clients, offering excellent service and exceeding the planned objectives. To mention some of the successful strategies, in the last Christmas campaign we ran out of stock of a brand’s beauty products or positioned a new energy company in the Spanish market, generating more than 3,800 contracts in just 3 weeks.

Your final thoughts?

Garbiñe Abasolo: Both the world and the way we communicate are constantly evolving. For this reason, we must also evolve and adapt to the different scenarios that arise to continue being at the forefront and innovating.

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