Carmen Rodriguez of GUT on Perseverance

Exhausting all possibilities to make things happen

Carmen serves as global chief growth officer of GUT. She has recently relocated from Miami to Amsterdam, Netherlands, to oversee the network’s expansion. Carmen previously led the launch of agency offices in Buenos Aires, São Paulo, Mexico City, Los Angeles, Miami and Toronto. Key clients through her career include Kraft Heinz, Tim Hortons and A-B InBev. 

We spent two minutes with Carmen to learn more about her background, her creative inspirations and recent work she’s admired. 

Carmen, tell us …

Where you grew up, and where you live now.

I grew up in São Paulo and I recently moved to Amsterdam. 

How did you first realize you were creative? 

When I was young I started coming up with plays and concerts to perform at home, making my younger brothers my backup singers.

A person you idolized creatively early on.

I was into art, cartoons and music. I grew up in the ’80s, with comic books by Brazil’s legendary Mauricio de Souza and Ziraldo. I would imagine stories based on their characters. 

A moment from high school or college that changed your life.

When my friends and I had to write, direct and perform a play for philosophy class in high school. We chose the following theme: “What happens in a teenage brain.” It was my first creative expression to an audience (other than my parents), and I felt I belonged there.

A visual artist or band/musician you admire.

My favorite band is Foo Fighters. But if I had to choose who I admire most, it would be Antonio Carlos Jobim, one of the creators of Bossa Nova. 

A book, movie, TV show or podcast you recently found inspiring.

The most recent film that made me very emotional was Will & Harper, about Will Ferrell and his friend Harper Steele. 

One of your favorite creative projects you’ve ever worked on. 

The project that won my first Clio and Cannes Lion, “Whopper Sign.” 

A recent project you’re proud of. 

The most recent work we did for Stella Artois, which launched the brand’s new positioning. 

Someone else’s work that inspired you years ago. 

I have no words to describe how I feel watching the ad below. It’s a masterpiece. 

Play

Someone else’s work you admired lately. 

Marcel Paris’ campaign for Orange. When I saw it for the first time, it truly affected me, because I felt as guilty as everyone else.  

Your main strength as a creative person.

Perseverance. If I believe in an idea, I will exhaust all possibilities to find a way to make it happen. I never give up.

Your biggest weakness.

Impostor Syndrome. 

A mentor who helped you navigate the industry.

I have to give a special mention to Miguel Patrício, former chief executive officer at Kraft Heinz, who was my first client. I met him when I was 17 years old, working as an intern. He saw my potential and opened doors for me. To this day, he is the first person I call when I need advice. 

How you’re paying it forward with the next generation of creatives.

I make myself available to provide advice, answer questions or donate my time. I am also one of the founding board members of Creative Ladder, an NGO founded by David Griner. It helps empower creatives from diverse backgrounds to flourish in the marketing world. 

What you’d be doing if you weren’t in advertising.

I probably would have been a diplomat or in PR.