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Strategist Gilda Valle: Generosity Shapes the Future of Creativity
Growing older is her superpower
One of Ecuador’s most respected creative strategists, Gilda has led campaigns at BBDO, McCann and Y&R.
We spent two minutes with Gilda to learn more about her background, her creative inspirations and recent work she’s admired.
Gilda, tell us …
Where you grew up, and where you live now.
I grew up in Machala, Ecuador, a small town known for its bananas. Today, I live in Guayaquil. But in my heart, I’m a citizen of the world, a nomad tasting and savoring everything life has to offer.
How you first realized you were creative.
I’ve always been insatiably curious. As a child, I’d take apart my toys, eager to understand what secrets they held. I’d try to rebuild them, though often without much success. That spark of wonder and experimentation has never left me.
A person you idolized creatively early on.
My grandfather Mario. He was a maestro of creativity. He sang beautifully, gave each cow on his farm a name brimming with personality and invented stories filled with humor and soul. He taught me that creativity is a way of seeing the world with love and laughter.
A moment from high school or college that changed your life.
I had chosen a different career path, but one day I confessed to my mom that I wanted to be an advertiser. She told me, “It’s too hard—you won’t make it.” Her words didn’t discourage me. With my dad’s unwavering support, I kept pushing forward. Today, my mom is my biggest cheerleader, proud to have been the one who challenged me to fight for my dreams.
A visual artist or band/musician you admire.
Marina Abramović. Her sensitivity is like a raw nerve—intense, vulnerable and unforgettable.
A book, movie, TV show or podcast you recently found inspiring.
Book: 100 años de Soledad by Gabriel García Márquez. His magical realism feels like the heartbeat of Latin America—our struggles, our joys, our unbreakable connection to the land and our stories. And Mario Benedetti’s Táctica y Estrategia. He taught me how something profound can be beautifully simple. His poetry is full of soul and wisdom.
One of your favorite creative projects you’ve ever worked on.
The #YoDeBlanco campaign inspires me because it ignited a crucial conversation about inclusion and equality. By spotlighting the lack of support for female athletes, it served as a call to action. Women in every field deserve to be recognized, celebrated and given the visibility they’ve been denied. This wasn’t just a campaign. It was a spark to fuel a global dialogue that we must continue.
A recent project you’re proud of.
“Realty for Gamers” by Minutocorp. We brought the Grand View residential project into Fortnite, breaking every rule in traditional real estate advertising. What I’m most proud of is the courage of the client and agency teams. They took a leap of faith to try something bold and it paid off.
Someone else’s work that inspired you years ago.
“Fearless Girl” made me fall in love with advertising all over again. Its bold statement reminded me of the power we have to shake the world and create real change.
Someone else’s work you admired lately.
“Cerveza Victoria.” It’s a breathtaking celebration of Mexican culture, embracing life by honoring death. Through its bold visuals and storytelling, it transforms the idea of mortality into a vibrant expression of identity, resilience and unity. It’s a reminder that creativity rooted in cultural authenticity has the power to connect on a deeply human level.
Your main strength as a creative person.
What others in the industry might see as a negative—ageism—I’ve turned into my superpower. Growing older has gifted me clarity, resilience and an insatiable hunger to keep learning and pushing boundaries. It’s given me perspective and experience, which I wield as a creative weapon.
Your biggest weakness.
Impostor Syndrome. It creeps in quietly, making me question my worth, but I’ve learned to channel it into growth. It pushes me to work harder, refine my ideas and stay humble. And perhaps burnout isn’t a weakness. But when it happens, it forces me to stop, reflect and remember that prioritizing myself is as important as any deadline.
A mentor who helped you navigate the industry.
My friend Claudia Nuñez. She had a way of seeing potential in me that I couldn’t see and never hesitated to push me forward. Claudia was fearless, bold and unapologetic. Her influence shaped how I approach everything.
How you’re paying it forward with the next generation of creatives.
Through the LIA Awards and the Liaisons platform, I dedicate time to guiding emerging talent. Beyond that, in my day-to-day work, I’m always creating opportunities to share knowledge, offer advice and champion new ideas. Generosity isn’t an occasional act. It’s a daily practice that shapes the future of creativity.
What you’d be doing if you weren’t in advertising.
I’d own a story factory, creating books for children of all ages. These books would honor people’s lives. Through magic and imagination, I’d celebrate the dignity and legacy of every person whose story deserves to be told.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
