“We want every interaction with a brand to be memorable”
Padre Group, an independent marketing services group that brings together the Padre, Padre Brands and Findfor brands, is celebrating its 10th anniversary, having worked with over 150 clients and won over 50 national and international awards.
Padre Group is celebrating its tenth anniversary this year. Can you explain its origins? How do you assess this decade?
Padre Group was born with a clear idea: to redefine the relationship between brands and consumers through impactful creativity and impeccable execution. We started with a creative agency, September, and, during this decade, we have grown exponentially, opening new offices and expanding our international presence, with a focus on innovation and talent. The balance of these 10 years is very positive; we have collaborated with major global brands and, most importantly, we have helped our clients connect authentically with their audiences.
The current strategy is based on three pillars: Creativity and content, Brand and innovation and User experience. Why?
These pillars are at the heart of everything we do. Creativity and content are key to capturing attention in a world oversaturated with information. Brand and innovation are vital because companies that don’t reinvent themselves risk being left behind. Finally, user experience is the key to turning those creative interactions into real, lasting connections. We want every interaction with a brand to be memorable, seamless and meaningful.
You are introducing three new brands, Padre, Padrebrands and Findfor. What led you to create them and what do they specialise in?
The relaunch around Padre, Padrebrands and Findfor responds to a need to segment our value proposition to better serve our clients on different fronts. Padre is our strategic and creative agency, focused on large communication and advertising campaigns. Padrebrands specializes in strategic branding, helping brands position and differentiate themselves in competitive markets. Findfor is our response to the growing demand for having solid relationships with consumers both in their understanding and the experience applied to brands. Each of these brands is specialized in areas that complement the work of the group and allow us to offer a comprehensive service.
What is the positioning called Que Mole® from the Padre agency?
That Mole® is more than a positioning strategy; it is a philosophy. It captures our essence as an agency: a mix of bold creativity, fresh ideas and impeccable execution, combining diverse ingredients to create something unique, that captivates the consumer and makes brands not only considered but preferred. We believe that being cool is the only way for brands to be in the world today.
You have offices in Madrid and Mexico City. Is it very different to run a campaign in Spain or Mexico? Or are they always global campaigns?
Each market has its own cultural particularities, consumption habits and behaviours that we need to take into account. Although we share certain global values in our campaigns, we always make an effort to localise them so that they resonate with local audiences. For example, in Mexico, it is important to capture the country's characteristic humour and warmth, while in Spain there is a great tradition of visually striking and emotional advertising. So, although we start from global ideas, personalisation is key to success.
Padre's value proposition is articulated in conjunction with Padre Brands, a branding consultancy with which they have carried out packaging projects, such as those for Campofrío. Can you tell us about these projects?
Working with an iconic brand like Campofrío has been an honor. In terms of packaging, the challenge was to maintain the essence of the brand, its proximity and tradition, while giving it a modern and differentiated appearance on the shelves. We did an in-depth analysis of consumer and competitor behavior to create a design that was visually appealing and, at the same time, communicated the brand's key values. We are currently working for the Sigma group on projects in Mexico related to brand strategy, architecture, product portfolio, creation of new brands and of course development of packaging for some of its many brands.
What other packaging project would you highlight?
We have had the opportunity to work with several spirits and beverage brands in Spain, Mexico and the USA for clients such as Familia Fernández Rivera, Bepensa and E&J Gallo, as well as new and interesting projects such as Pua Mezcal, which has given us many joys in the form of awards at various festivals such as the World Brand Design Society, RGD Branding Awards and ISC.
What criteria are a priority when creating a product's packaging?
Packaging must fulfil several key functions: it must immediately capture the consumer's attention to determine preference, it must communicate the brand's values and of course the quality of the product. Finally, it must consider sustainability, something that is increasingly important for consumers and brands alike.
What goals have you set for the near future?
We want to expand into new international markets, continue developing solutions that improve the user experience and strengthen our leadership in branding and creativity. Our goal is to remain a trusted group for our clients.
