{"id":429,"date":"2026-04-24T16:36:41","date_gmt":"2026-04-24T22:36:41","guid":{"rendered":"https:\/\/garnier.agency\/?p=429"},"modified":"2026-04-24T16:52:29","modified_gmt":"2026-04-24T22:52:29","slug":"gilda-valle-says-great-advertising-comes-from-guts-not-just-data","status":"publish","type":"post","link":"https:\/\/garnier.agency\/en\/gilda-valle-says-great-advertising-comes-from-guts-not-just-data\/","title":{"rendered":"Gilda Valle says great advertising comes from guts, not just data"},"content":{"rendered":"

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.<\/strong><\/p>\n\n\n\n

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 \u201cstubborn, curious, and unapologetically myself.\u201d She is also a juror for The Drum Awards Festival, judging in the Advertising category.<\/p>\n\n\n\n

\u201cAI\u2019s true value is the time it gives us to think deeper and reconnect with what matters,\u201d she says. For Valle, the technology is not the focus, what it enables is. But there is a line. \u201cThe limit is not losing what makes us human: vulnerability, hunger, and risk.\u201d That instinct still matters. \u201cThat trembling in the gut reminds us that a great idea is still born from us.\u201d<\/p>\n\n\n\n

When it comes to balancing long-term and short-term work, she questions the premise itself. \u201cI don\u2019t believe there\u2019s a \u2018right balance,\u2019\u201d she says. Instead, she looks at objectives, context and momentum. \u201cShort-term gives traction, long-term provides consistency.\u201d The challenge is not choosing between them, but ensuring they connect in a way that builds something meaningful.<\/p>\n\n\n\n

Her view on cultural relevance is just as direct. \u201cCulture isn\u2019t something to follow; it\u2019s something to live,\u201d she says. Trends can create attention, but without a deeper connection they do little for a brand. \u201cIf it doesn\u2019t connect to your why, it kills the brand.\u201d<\/p>\n\n\n\n

If forced to choose a single channel, her answer moves away from platforms entirely. \u201cPeople,\u201d she says. \u201cThere\u2019s no brand without people talking about it, using it, sharing it.\u201d While platforms continue to evolve, conversation remains constant.<\/p>\n\n\n\n

She also points to a gap in how decisions are made. \u201cData is everywhere, but guts are missing,\u201d she says. Information alone does not create strong ideas. What is often missing is the willingness to trust instinct and take risks.<\/p>\n\n\n\n

Want to go deeper? Ask The Drum<\/p>\n\n\n\n

Looking at the next generation of leaders, Valle emphasizes mindset over skillset. \u201cVoracity to go further, vulnerability to truly listen, and courage to step out of what\u2019s already been done,\u201d 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.<\/p>\n\n\n\n

In her own role, that challenge is ongoing. \u201cThe biggest challenge is to destroy complacency,\u201d she says. Safe work does not move the industry forward. \u201cGreat ads don\u2019t play safe, they change industries, resolve tensions, and move people.\u201d<\/p>\n\n\n\n

Be part of what\u2019s next at The Drum Awards Festival<\/strong><\/p>\n\n\n\n

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.<\/p>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

La Head of Strategy de Garnier, Gilda Valle, jurado en la categor\u00eda de Advertising de The Drum Awards Festival, explica por qu\u00e9 la cultura, la valent\u00eda y el instinto humano siguen siendo lo que impulsa el trabajo que realmente destaca. Gilda Valle no separa la estrategia del instinto. Como Head of Strategy en Garnier, aborda […]<\/p>\n","protected":false},"author":2,"featured_media":434,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[27],"class_list":["post-429","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-festival"],"acf":[],"_links":{"self":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts\/429","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/comments?post=429"}],"version-history":[{"count":2,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts\/429\/revisions"}],"predecessor-version":[{"id":433,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts\/429\/revisions\/433"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/media\/434"}],"wp:attachment":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/media?parent=429"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/categories?post=429"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/tags?post=429"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}