Planning for the Best: Dania Aguayo on Why Curiosity Is Essential for Strategists
Dania is a versatile brand strategist driven by curiosity and a passion for uncovering cultural connections that drive consumer behaviour. She has rich experience in international, Hispanic, and general-market agencies and orchestrates collaboration across disciplines for actionable insights. Her passion lies in fostering inclusivity and multidisciplinary thinking. Working with brands such as Kaiser Permanente, T-Mobile, Toyota, and Nestlé, she has significantly impacted brand narratives and experiences.
LBB> When you’re turning a business brief into something that can inform an inspiring creative campaign, what do you find the most useful resource to draw on?
Dania> The most valuable resource for transforming a business brief isn’t a single source but a triangulation of data. Market research paints a broad picture of the audience, competitor analysis reveals strategic gaps, and in-depth consumer insights add the human touch.
Also, a strategist should never discredit history. I have learned that the history of a business repeats itself. The historical context of a brand can be a treasure trove of context to inspire new thinking. This can lead a strategist to unlocking the solution to the problem a strategist has been challenged to solve and can be the springboard to creative thinking.
LBB> What sort of creatives do you like to work with? As a strategist, what do you want them to do with the information you give them?
Dania> Curiosity and an open mind are essential for strategists, but these qualities are equally valuable for creatives. The best creatives are not passive recipients of information; they’re curious partners who ask insightful questions such as, “What motivates this audience?” Or, “How can we capture their hearts and minds?” They strive to understand the consumer on a deeper level, putting themselves in their shoes with the same empathy as a strategist.
This curiosity fuels their creativity, allowing them to weave insights into unexpected narratives that resonate deeply with the target group.
LBB> What have you found to be the most important consideration in recruiting and nurturing strategic talent?
Dania> Strategic talent flourishes in a culture of curiosity and empathy. We seek individuals who can translate complex data into insights that resonate with real people. This doesn’t involve cherry-picking data to confirm a hunch; it’s about embracing experimentation and being comfortable when the data challenges our initial hypothesis. The beauty of our field is the constant learning journey. The most exciting days are often when our assumptions are proven wrong, forcing us to shift perspectives and discover new possibilities.
Fostering a culture of experimentation and open communication is key to this. It empowers strategists to become not only insightful but also inspiring. They become the conductors of the creative process, guiding us toward campaigns that truly resonate and connect.
