To celebrate its 100th Anniversary, the 4A’s has partnered with The Drum to pull back the curtain and look at an industry full of problem solvers, creative types and analytical minds. But what keeps them going once the briefs are written, the campaigns executed, and the pitches won (or lost)? The Drum is now interviewing 100 people at 4A’s member agencies — across all disciplines, levels, regions, and agency types — to get a glimpse into what drives them at work and what fuels them in life.
Isidora Torres is a senior digital associate at Weber Shandwick and provides day-to-day social and digital account support. Prior to joining Weber Shandwick, she served as social strategist at Narrative_ , a creative and tech shop founded by Russell Simmons. She was also a key member of McCann NY’s first ever social team and worked across the General Mills and Nestle Water accounts.
The San Francisco native has made her mark in New York City and has infused her passions of music and tech into her work.
Her agency work, her passions for music and tech, plus her commitment to fostering relationships, show that she is living beyond the brief.
Who is your hero and why?
I've only met Heidi Hackemer a handful of times in my life (a few where I'm sure I was red as a beet) but I have to say she's by far one of the biggest influences in my career.
During an internship, a strategist shared with me her deck about quitting her gig and traveling across the country in her badass pick-up truck. Be in the real world to actually drive real insights? Get out! I was so inspired to explore other opportunities outside of the traditional form. It eventually led me to work for a startup that was all about changing the way we look at learning in today’s modern world which was pivotal into shaping my own point of view.
What keeps you sane in this industry? What keeps you driven to do great work?
The two biggest things that keep me sane and driven in the industry are culture and crew.
To keep it relevant, doing things #fortheculture has always been a huge reason as to why I love working in advertising. I've often thought that advertising is a reflection of our society. I'm constantly exploring how we can push the needle to be more reflective of who we are.
Crew, because not everyone is loyal to the agency but they are loyal to the people they work with. Great work comes from a great set of people. Nine times out of 10, my best memories working in the industry have always been about the people and how working together led us into creating awesome work.
What’s a virtue that you live by?
I've always maintained this mantra: "It is better to say 'oh well' than 'what if?'"
What’s a hobby that you love or would like to start?
I started to write more. I started to write more about things I love in an open platform. I finally walked away from private blogs and started writing publicly about feelings, and more importantly, the nuances behind them.
To pitch someone from a 4A's member agency for Beyond the Brief, please complete this linked form.