2011 was the year when my life began its transformation towards full-fledged adulting in every sense. I returned to CDMX after more than 6 years of living in another state to work in a top-notch company, but with a somewhat uncertain future: divorced, in my first job at an agency, far from the corporate world, and without even having a detailed short-term plan.
Being part of the first generation of digital professionals was a gamble. You knew a lot about topics not everyone mastered, they fought over you, and even feared questioning your knowledge. At the same time, digital campaigns, social media, and Internet brand value were not so clear in the Marketing Plans of world-class brands, and what you knew was not adequately compensated.
Needless to say, I didn’t last long in my new position as Digital General Manager; my bosses feared that my previous company would find out I was working for them, or worse, they incentivized the digital projects I developed in exchange for securing major advertising campaigns in traditional media. I no longer had a place there.
How, when and with what funds you start a business
With a lousy arrangement, where neither did I resign nor was I fired, I cut ties cleanly with the company that brought me back to my city without a single dollar of severance pay. Already in my mid-30s, I felt lazy and panicked at the thought of starting the recruitment process. I cried for 30 minutes and decided that I was going to start my own venture (hell yeah).
Saying it sounds super cool. Now, how do you do it? I had the great advantage of only having Sheena as an economic dependent, so I said, I’M GOING FOR IT. I sold my 2004 Tutsi-Pop colored Neon Turbo, found a name that inspired me daily for the agency, and bought a basic laptop, the company’s domains, and designed my first logo in Power Point, which was terrible, by the way. Now, with the man above’s blessing, let’s go look for clients.
With my car’s sale and my savings, I calculated that I could survive for 6 months without any problems with rent, Sheena’s dog food, or my own meals. What I was certain about was that I was passionate about what I was doing, and I wanted to achieve it on my own terms.
The first clients
The truth is, I was lucky to close a deal with a government client in the first few months of starting my business, which strengthened my determination to continue. I started my journey as an entrepreneur without knowing anything about administration or resources, and I relied on friends in the industry to freelance for developments, designs, and more.
The first 4 years were EXTREMELY TOUGH; I closed the first few contracts with small retainer fees because companies weren’t willing to trust a new agency, especially one led by a woman.
First Lesson: Being a female entrepreneur isn’t as great.
No, it’s not great, especially when, due to your gender, the first thing people do is doubt your cognitive abilities or leadership skills. Throughout the life of WRU and even until a couple of years ago, I have received comments from clients who have told me that women don’t lead, or that we are emotional and impulsive. There is no discernment between one’s capability and the other’s lack of perspective.
Second Lesson: Never, under any circumstances, forget that the IRS exists.
That lesson hurt, as with the first client came the first “I didn’t make any profit because I had to pay income tax.” Advice, always have an accountant and a lawyer as allies, just in case.
The Emerald Era of WRU
By 2015, everything had happened – unethical collaborators, clients not paying, and even an attempted corporate kidnapping. At that time, I could rely on my business and life partner, and together, after letting go of 4 people from the agency, which was basically the entire staff, we started over.
Thanks to life, determination, hard work, and passion, we began to close deals with top brands and managed to keep them as clients for 2, 3, and even 7 years. I was able to buy a car again and feel peace and tranquility when settling my debts.
Third Lesson: Save during times of abundance.
When things are going well: SAVE. Save for your retirement, for lean times, for illnesses, save for everything. Your crisis self will thank you endlessly.
When COVID-19 Arrived
Everything was growth from 2015 to 2020. Each year, annual revenue increased by at least 20%. We opened physical offices and even had up to 15 little “wrucitos” around the world to take care of. We managed accounts both in and outside of Mexico, including public figures and companies listed on the stock exchange, with whom we always fostered human and long-lasting relationships. But then, the pandemic struck.
With it, budgets were frozen, 90% of the clients left, and everyone at WRU was left without direction. Here, the third lesson came in handy, and I managed to keep my team for a year and a half with financial assistance bonuses, without losing anyone and without clients. We invested in a business expansion program with hopes of returning to the emerald era, but unfortunately, it didn’t happen.
Fourth Lesson: Evolve.
In times of crisis, resilience and evolution are crucial. At the moment, we are still far from the Emerald City, but always eager to meet the Wizard of Oz again. We have opened two new specialized areas, become Spotify stars (our moms and someone in Asia listens to us), and adapted our established services to the industry’s newest needs.
The Future of WRU
So far, we continue bidding, searching, and even decreeing the arrival of new clients, but not just anyone. We have also learned that we want to share values and common goals with them to keep the work enjoyable.
Fifth Lesson: Let your work always be your passion.
If there’s one thing I’m clear about today, it’s that I want to keep driving change from my position and with my resources; I want a better country. I want happy collaborators who love what they do, I want to build relationships beyond commercial ones with my clients; I want to keep enjoying what I do because when it’s like that, nothing can stop you.
So, dear reader, this is the story of WRU over the course of 12 years. Thank you for reading, and thanks to all who have been a part of this journey, directly or indirectly. If you wish to help us write the next chapter, come closer to us and let yourself be enchanted by the magic of WRU. Chat with us, send us an email, and there we will be; we’ll be delighted to team up with you.
