Gilda Valle says great advertising comes from guts, not just data

Garnier head of strategy Gilda Valle, juror for The Drum Awards Festival Advertising category, explains why culture, courage and human instinct still drive standout work.

Gilda Valle does not separate strategy from instinct. As head of strategy at Garnier, she approaches brand building through culture, emotion and conviction, shaped by two decades working across markets and ideas that challenge convention. That perspective is grounded in her own voice, one she describes as “stubborn, curious, and unapologetically myself.” She is also a juror for The Drum Awards Festival, judging in the Advertising category.

“AI’s true value is the time it gives us to think deeper and reconnect with what matters,” she says. For Valle, the technology is not the focus, what it enables is. But there is a line. “The limit is not losing what makes us human: vulnerability, hunger, and risk.” That instinct still matters. “That trembling in the gut reminds us that a great idea is still born from us.”

When it comes to balancing long-term and short-term work, she questions the premise itself. “I don’t believe there’s a ‘right balance,’” she says. Instead, she looks at objectives, context and momentum. “Short-term gives traction, long-term provides consistency.” The challenge is not choosing between them, but ensuring they connect in a way that builds something meaningful.

Her view on cultural relevance is just as direct. “Culture isn’t something to follow; it’s something to live,” she says. Trends can create attention, but without a deeper connection they do little for a brand. “If it doesn’t connect to your why, it kills the brand.”

If forced to choose a single channel, her answer moves away from platforms entirely. “People,” she says. “There’s no brand without people talking about it, using it, sharing it.” While platforms continue to evolve, conversation remains constant.

She also points to a gap in how decisions are made. “Data is everywhere, but guts are missing,” she says. Information alone does not create strong ideas. What is often missing is the willingness to trust instinct and take risks.

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Looking at the next generation of leaders, Valle emphasizes mindset over skillset. “Voracity to go further, vulnerability to truly listen, and courage to step out of what’s already been done,” she says. The most effective creatives will not just accumulate skills, but develop a way of thinking that is open, human and willing to challenge expectations.

In her own role, that challenge is ongoing. “The biggest challenge is to destroy complacency,” she says. Safe work does not move the industry forward. “Great ads don’t play safe, they change industries, resolve tensions, and move people.”

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The Drum Awards Festival celebrates the work advancing creativity, strategy and effectiveness across disciplines including advertising. Jurors like Gilda Valle help spotlight the ideas shaping how brands connect with audiences.