One of the favourite sections of our blog is back, “Getting to know the Canela team”, in which we share ideas, experiences and anecdotes about this crazy world of communication. Today it’s the turn of Arantxa Aguilera, Senior Account Manager in Canela Madrid, and the person responsible for implementing the changes brought about by GDPR and LOPD across the agency.
Getting to know Arantxa Aguilera
Name and surname: Arantxa Aguilera
Clients you have worked with: Elvis, Motorola, Zoho, Slack, Adyen, Zity
How many years of work experience have you had after university? More than 20 😉
You are native from… (Place of origin, what characteristics describe you?) I am a full-blooded “madrileña”, of those few left, because all my family both from the side of my father and mother are from Madrid. These people are called “gatos” (cat, in English), so we could say I am very much a “gata”.
Can you describe yourself in three words?
Perfectionist, restless, understanding.
How do you see the present and the future of communication?
The communication sector is at an exciting time, with many opportunities arising from social networks, the ubiquity of technology and the new relationship that consumers have with brands. The role of the media in this equation is changing and the agencies must adapt to fit in the game and obtain recognition of our work, both by brands and the media.
What changes do you think will occur as a result of the new LOPD regulations in this sector?
I believe that the most significant changes will be experienced first by companies dedicated to commercializing databases, and secondly by marketing and communication departments in companies, since they must change their way of managing data in order to respect the privacy of the user. The fear of complaints and the heavy fines provided by the new legislation will lead to a drastic reduction in mass email marketing, which will result in higher quality commercial communications and, probably, better results.
Are you active in social media? What is your favourite platform?
I am very active on Facebook, Twitter and LinkedIn, while my use of Instagram is purely personal and private. Each network has its advantages and disadvantages, but if I had to choose one I would say Twitter because of its openness and the immediacy it offers. If you want to be informed of any fact at the minute and with different approaches, you just have to enter Twitter.
If you didn’t work in the world of communication, what other sector would you be interested in?
Technology has always attracted me a lot, and I think that my dream job would be in a video game design company.
What do you do when you’re not at Canela?
I love science fiction novels and also movies and futuristic series. Give me a story where there is time-travelling and you’ve got me hooked.
Who has inspired you in your life?
My parents have been a fantastic example throughout my life, both from the point of view of my personal and professional development.
What is your life motto?
As there are things that happen for a reason, there are also things that don´t happen for a reason.