Spanish Manufacturing Pioneer Maripaz Lara on How She Made Her Mark in a Male Dominated Business

Over 40 years of pioneering in artistic manufacturing has formed Maripaz Lara into the powerhouse and trade reference that she is immediately. Because the managing director and founding father of La Joya, a Spanish manufacturing firm, she has made a reputation for herself within the promoting world. Over the a long time, she has labored with many proficient individuals from the trade together with pioneering collaboration with prolific movie administrators.

Maripaz first entered the promoting world with assist from her brother. Household and self-worth have remained vital to her as she has moved up within the manufacturing world.

Not too long ago, Maripaz has launched Diamond Rocket, the worldwide service division of La Joya. Led by a crew of common producers, Diamond Rocket has turn into an thrilling addition to the worldwide promoting world. 

On this interview, LBB speaks with Maripaz about her best influences, how she stood up in a person’s world, and what her imaginative and prescient for the long run is.

LBB> Inform us about your inspirations and influences rising up.

Maripaz> Effectively look, it will sound ugly, however I am my very own inspiration. As a result of the reality is, I by no means thought that I used to be going to dedicate myself to promoting. I feel I hardly even knew what that was. 

I used to be somebody with issues, generally too many issues and I developed into an grownup fairly shortly, particularly after I grew to become a mom at a really younger age. So if I am sincere, my actual affect was my daughter. Being a mom on the age of 18, I found my very own inner power and have become my very own inspiration.

By way of influences, I actually preferred music. For me at the moment, Miguel Bosé was the bomb. However on the similar time I cherished Nial Diamond and Mecano. There was an actual combination of music.

I additionally cherished Spanish cinema – previous time, basic Spanish comedy items like “Las que tienen que servir”, starring Alfredo Landa, and “How one can Be a Girl and Not Die within the Try”. 

LBB> So your profession in promoting was fairly unintended.

Maripaz> Completely unintended. Sure, I preferred every little thing associated to promoting, however I additionally found it because of my brother. He began working as an govt assistant at BBDO, and after I left Canarias and got here to Madrid, my first function was a substitution, as a receptionist.

Round that point I met Graham Bourne, a beautiful man who labored in market analysis for manufacturers. He noticed that I used to be very good after which he requested me to organise analysis teams for him – I pretended I knew lots, however actually had no thought! So I labored as a receptionist and I did coaching in manufacturing in addition to some work in accounts, and organising check teams.

That’s after I realised that what I preferred was manufacturing. I thereafter met Ana Hidalgo, who was my skilled godmother and it was she who inspired me to get into manufacturing.


There was a tiny manufacturing firm referred to as Vídeo Spot on the time and I joined them and had my very first encounter with the U-matic! We did a bit of little bit of every little thing there, and I obtained to know lots of people from companies additionally. 

After which an govt artistic director appeared whom I even have lots to thank, as a result of he instructed me a producer at his company was leaving and he needed me to take their place and that I had what he was on the lookout for.

So I obtained employed at my first company, which was Danis-Benton & Bowles, created by the Fontcuberta brothers – nice professionals of the promoting trade. Additional on, the company then merged and have become a multinational, and it was renamed DMB&B.

LBB> What was your early profession like? What fond reminiscences do you might have from that point?

Maripaz> Effectively, my time on the company was fantastic. I haven’t got dangerous reminiscences, fairly the other. It was an enormous alternative. I labored for all types of shoppers. It was a beautiful time the place we shot some nice work which obtained awards at advert festivals like Cannes Lions. We did a lot of our submit productions in London, as a result of in Spain they have been nonetheless taking part in catch up. My reminiscences from that point are actually improbable.

I used to be educated rather well. I feel multinationals practice you rather well. Above all, there’s one essential idea which I’ve at all times instructed my crew, even to today, which is about understanding “the tactic” behind a course of. The best manner of doing issues. If you understand the tactic, then in the future you’ll be able to skip it. However you need to understand it first, earlier than you are able to do your individual factor. 

LBB> And the way did you progress from there? What are a few of your proudest achievements?

Maripaz> Having been on this occupation for 36 years is the best factor and the best pleasure that I’ve. Not prizes, nor status. However these 36 years. 

That’s the finest prize and my proudest achievement up to now.

And I’ll proceed in that combat and proceed to evolve. For me, evolution is important in our enterprise, as a result of it’s evolving at a dizzying velocity, and both you’re a part of that evolution, otherwise you miss out on very lovely issues. 

We should not simply skim over the subject of influencers, avid gamers, and all the opposite ‘-er’s… To me they’re all invaluable from which we will be taught a lot. They symbolize different types of promoting, different types of tapping into demographics. Ultimately, the true essence of promoting has at all times been aspirational, and it’ll proceed to be so. Influencers are aspirational to the individuals who observe them, who need to be like them, and need to be on that stage. Ultimately, promoting has at all times been this manner.

LBB> You arrange La Joya in a nonetheless fairly male dominated trade. What was it like for you on the time and the way did you navigate the challenges you got here throughout?

Maripaz> Once I opened La Joya, the person’s world had already advanced rather a lot. I as soon as had a shopper who by no means even regarded me within the eyes after I spoke to them. However thoughts you, I used to be a lot freer within the ’80s than I really feel I’m now. I do not need to be put up in opposition to males. I feel there’s much more stigma now. I feel that women and men work very properly collectively. Each contributes in their very own manner as a result of we’re all completely different and contributes issues which can be equally vital.

I have not actually been rejected as such, by males, however I’ve felt like there weren’t many ladies within the trade, particularly again within the day. There have been secretaries, receptionists and so on. However, as I’ve at all times had a somewhat fast mood, I’ve managed to set the mandatory boundaries and have at all times obtained respect in return. Once I was instructed “I will get you that price range tomorrow, honey”, with a wink and a smile, I’d reply “I’m sorry, I didn’t fairly catch that, might you repeat?”

So after I arrange La Joya in 2011, I used to be tremendously blissful. I armed the corporate with each female and male producing expertise. I don’t contract my individuals based mostly on gender, I contract them based mostly on their expertise, as producers, as professionals, as human beings… Though generally I’ll have felt that there are already too many ladies on the workplace and that we might do with a bit of extra testosterone round 🙂

LBB> You have been one of many first to introduce movie administrators to the world of commercials. What was it like earlier than this? What led you to this determination ultimately and the way was it obtained?

Maripaz> It was throughout my time at Ovideo that I started to see how impressed I used to be by movies that I actually preferred and began pondering how their administrators had a possible of bringing one thing particular to the craft of promoting.

And after I arrange La Joya in 2011, I needed to distinguish the corporate with a novel positioning out there, and I made a decision that might be to supply our company and model shoppers the chance to create their artistic campaigns with movie administrators. 

Earlier than then, I’d already labored with movie administrators, for instance, Fernando Colomo, with whom I shot varied campaigns for Carrefour. Once I was an company producer, I obtained to shoot with the super Spike Lee, and I do not assume anybody else in Spain had but shot an advert marketing campaign with. It was a marketing campaign for Pepsi with a Madrid manufacturing firm and it was an unimaginable expertise in so some ways. 

LBB> How have been they obtained by the market, the movie administrators?

Maripaz> They have been actually very properly obtained, however there was a variety of preliminary hypothesis as as to if movie administrators might actually work inside promoting, significantly since they weren’t used to creating shorter codecs. 

However I’ve really realized lots from movie administrators, amongst different issues, that we as advertisers have had the chance to discover ways to make longer codecs, which is nice as a result of it ready us for the brand new codecs of communication, and the manufacturing of longer kind content material for our shoppers.

For me, the primary idea of providing movie administrators to the promoting market was TO THINK BIG.

LBB> You lately launched Diamond Rocket – the worldwide service division of La Joya. Are you able to inform us how the 2 firms will work collectively and the way you hope to develop your imaginative and prescient?

Maripaz>I’d been fascinated by the idea of Diamond Rocket for a few years. Establishing and positioning La Joya as probably the greatest manufacturing firms in Spain was step one. Establishing roots, foundations. We don’t simply handle productions. We produce them. And we do it very properly. And to today, now we have our two very properly positioned workplaces in Madrid and Barcelona, that rely on robust manufacturing groups in each cities.

Diamond Rocket opens its doorways on the excellent time for La Joya, led by a crew of skilled worldwide producers and heads of manufacturing, to hold out this nice challenge with all of the success it deserves.

So far as if the 2 firms will work collectively, WE ARE ONE so far as I’m involved. In fact, the 2 labels will coexist and pull artistic and manufacturing assets collectively between them. Nevertheless it’s true that we thought it was vital that the worldwide providers division have it’s personal separate identification, to a sure diploma. Primarily on a visible stage, however Diamond Rocket is an integral a part of “the mothership”, AKA La Joya.

LBB> What are you most enthusiastic about inside the promoting area for 2023 and past?

Maripaz> I’m enthusiastic about every little thing that’s coming and what we’re preventing for. For the challenges. I’m an individual who’s all about challenges. At all times evolving, at all times shifting ahead. 

We’re very a lot about ahead motion as an organization, and the alternate of artistic, optimistic power, and my crew is actually my most motivation. For me it’s the best factor that I’ve and I adore it!

LBB> And lastly, what’s the finest piece of recommendation you have been ever given and the way has it formed you in your life and profession?

Maripaz> Effectively, I am probably not one to ever give recommendation, nor have I ever been one to obtain it. I do nonetheless discover the world of coaches actually fascinating. I’ve a variety of teaching qualities and the power to really encourage others. 

I am additionally a perfectionist, for my sins… You win pitches and also you lose them, but it surely’s true that shedding a pitch annoys me, it pisses me off, despite the fact that I settle for that there are generally components which can be simply past our management. 

So I actually wish to encourage. I actually like listening to some really influential coaches on the market, and the way they inform you that the perspective in direction of life is what you challenge and doesn’t depend upon what occurs to you. Life doesn’t simply occur to you, it’s really what you make of it. In fact, I speak about regular circumstances, each day challenges. An perspective when dealing with troublesome moments of “Come on! What’s up?! It is OK. You bought this! The solar at all times rises, time and again.” I actually consider on this.

If I ever needed to give recommendation? I feel it’d be: “Assume large and maintain shifting ahead. Evolving. Rising. Combating.” I’ve at all times been a fighter. In my life, in my profession, in every little thing I do. I’d like to have identified one other manner, maybe a bit of simpler at instances, but it surely wasn’t so.

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