Ingenia Agency

BACKGROUND

Introduce your business and what you do there.

I’m the corporate communications manager for a university system. We have campuses in Mexico City, Guadalajara, and Aguascalientes as well as a specialized business school.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia?

We needed help with our social media strategy for our university’s three campuses. That included creating a strategy and managing our social media, as well as putting together a proposal for the university’s website.

SOLUTION

What was the scope of their involvement?

They use HubSpot for the social media work and Monday to manage the institutional accounts. They also create content for us and monitor the metrics.

What is the team composition?

There are around six people on our project, but I know that there are even more on their side. Some work on strategy, others on content and design, while someone else is covering events.

How did you come to work with Ingenia?

We contacted them because they’re part of the Mexican Association of Advertising Agencies, which we’re also linked to. We also received positive references from other companies that they had worked with.

How much have you invested in them?

We spend around $15,000 per month during this first phase.

What is the status of this engagement?

We started working with them in July and the work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’re very happy with their work: they’ve helped us to improve our reputation on social media in terms of defining our position. They’ve focused on creating an online community for the university, which has increased our engagement rates. In general, they’ve made our brand a lot stronger.

How did Ingenia perform from a project management standpoint?

I communicate with them every day and they also communicate daily with each faculty director. They manage everything through Monday and send us reports every two weeks. We meet up in person, review those reports, and establish new goals. We’re very happy with their work in that regard and have never experienced any delays.

What did you find most impressive about them?

I really liked the strategy they proposed for our social networks, which involved storytelling, considered the structure of our message, and set clear goals for our accounts. They also worked on the general narrative of our social media presence. We really like it and it’s produced great results so far.

Are there any areas they could improve?

There’s nothing so far; everything has been accomplished according to the plans.

BACKGROUND

Introduce your business and what you do there.

I am the marketing and advertising manager at a retail company that operates 65 self-service stores in four different market niches in Mexico. Our organization averages 1 million dollars in sales and has around 12,000 employees. I have been working here for 10 years.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia Agency?

Around 2014, we made some changes to our company that delayed us in starting our digital development. During a restructuring process, we sold some of our stores and changed our concept. At the time, we’d been working on digital projects with some smaller companies.  After deciding we wanted to become a relevant company online with an e-commerce strategy, we needed to find a serious digital agency.

SOLUTION

What was the scope of their involvement?

Ingenia Agency has worked with us on three different projects so far. They provided design, development, usability testing, and maintenance for all our websites including the e-commerce store that’s currently our main platform. They also worked on the informational sites we use to advertise products, communicate news, and promote events.  

Ingenia Agency is responsible for designing and planning our advertising, branding, and digital media strategies. Our other agency develops our communications concepts. The team is in charge of bringing those concepts to the digital channels and managing our social media platforms. 

They also support advertising for our e-commerce site. Tasks include selecting ads to show and monitoring performance metrics and analysis. They use conversion tools to continually measure all the interactions and activities on our social media.

What is the team composition?

Ingenia Agency has a permanent team of 6–8 executives including senior managers and developers. They maintain direct contact with us and visit us in person. I imagine they also have a bigger in-house team working on our project.

How did you come to work with Ingenia Agency?

We researched options in Mexico and selected Ingenia Agency. I know one of the partners personally from our previous work together. Having reliable references was an important factor for us.  They had worked with many other notable clients, so we decided to choose them.

What is the status of this engagement?

We started working together in 2014.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our e-commerce conversion rates are continually growing. They are far above any other companies in our industry, which says a lot about the job we are doing together. Ingenia Agency helped us build a permanent community with a high level of interaction. We are very happy with the results. 

Our social networks have also shown a positive growth trend. We currently have around 350,000 followers on Facebook. According to our numbers, that means two out of every three customers that visit our stores follow us on Facebook. I consider that an excellent outcome. 

How did Ingenia perform from a project management standpoint?

As a retail company, opportunity means everything for us. Ingenia Agency has been able to quickly adapt to the fast pace of our industry. They are always up-to-date and prepared.

What did you find most impressive about them?

Ingenia Agency excels at managing user interaction and sparking a high level of digital media disruption. I can tell they truly understand how digital media works, and they’ve helped us understand it too.

Are there any areas they could improve?

They could start creating their own concepts exclusively to execute in digital media instead of general marketing and communication strategies. The only question we’ve asked ourselves is whether they could lean more to the rebellious side.

BACKGROUND

Introduce your business and what you do there.

We’re a consumer goods company. We elaborate, distribute, and sell Coca-Cola products, and are their biggest franchise in the world. My position is head of our information security area.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia?

Every year we launch a campaign to generate awareness among our employees on information security. Our main concern is that it’s a very complex issue, but it’s hard to teach the users about. We hired Ingenia to manage the education of our internal employees.

SOLUTION

What was the scope of their involvement?

They developed a very interesting concept for the project. we wanted to transmit a message about being careful with suspicious emails, not leaving documents unattended on desks, and care with internet searches. They worked on a campaign using memes, infographics, and tips. It was very millennial, using cartoons that they developed themselves. Our employees identified with it well.

We also used an internal social network to publish all the information and created a rewards program. If the employees participated—if they had their desk in order, etc—they would win t-shirts, cups, or other prizes. We also used email, video walls, wallpapers as well as designing a video game for trivia and other contests.

What is the team composition?

We were in touch directly with the project manager, but I’m not aware of how big their team was. I think around 5–7 people.

How did you come to work with Ingenia?

We launched an RFP that involved different companies. We chose Ingenia because we saw the added value in their proposal, in the design, and in the visual impact they offered. They were the most innovative and visually strong. Other companies proposed things we were able to create ourselves.

How much have you invested in them?

I can’t say the exact cost, but they offered a very good proposal.

What is the status of this engagement?

We worked with them from the beginning of 2014–2015, for about one year.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We implemented their campaign in nine countries all over Latin America and had very active participation among users. Other campaigns had participation rates of 8%; in this one, we reached 25–30% participation, which was way higher.

The visual impact generated was truly positive. The campaign was recognized inside our company and was even adopted by other companies our organization cluster. We’re still using the campaign after three years.

How did Ingenia perform from a project management standpoint?

They were organized and professional. Of course, we met some risk that wasn’t expecting during the projects, but they were always solved.

What did you find most impressive about them?

I was impressed by the creativity they showed in translating our needs and expectations into a product. That was very important in establishing the success criteria for our campaign. Their fresh approach was key to helping us leave a marked impression on our users.

Are there any areas they could improve?

Their risk management needs improvement. The way risk and incidentals are addressed is key to prevent any delays and completing a project on time.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Aditus Holdings LP, a U.S. fintech company that owns two companies in Mexico.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia Agency?

We needed a mobile app that could instantly transfer money between accounts. We give small loans, so we needed a system to process bank information and loans in one second.

SOLUTION

What was the scope of their involvement?

They are developing our money transfer app for iOS and Android. It’s designed in Spanish for the Mexican market.

What is the team composition?

I have no idea how many people are working on it.

How did you come to work with Ingenia Agency?

We wanted somebody in Mexico since that’s where the app operates. We also needed somebody who understood moving money around and the security of it.

One of my employees called several companies and narrowed it down to three. I sent a technical advisor to Mexico to meet them. We finalized the project with Ingenia Agency. They were the clear choice compared to the other two companies.

How much have you invested with them?

We have spent under $100,000 so far.

What is the status of this engagement?

We started working together in December 2017 and the work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

I’m very impressed with my CTO. I sleep better knowing he’s satisfied. We occasionally have different expectations. After we talk about them, they address and resolve them.

How did Ingenia Agency perform from a project management standpoint?

I don’t know what they use. My CTO is handling the project. They go to the meetings. I get updates on how things are going.

What did you find most impressive about them?

They were willing to bend over backwards and customize the deal for us. I’m very pleased with them.

BACKGROUND

Introduce your business and what you do there.

Our company is dedicated to solving global medical issues through low-cost technology that’s accessible to anyone no matter where they are or what situation they’re in. Our main development is a non-invasive, portable device that detects breast cancer through 10 sensors. I’m the general manager of the company. I take care of general strategies, recruiting, and operational areas.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia?

They’re developing the platform through which women will purchase our product.

SOLUTION

What was the scope of their involvement?

They’ve applied conventional programming technology for web development. They’ve also used their own payment system, PagoFacil, to facilitate transactions on the platform. We use AWS for hosting.

What is the team composition?

I’m in touch with the project manager, but I’m unsure how many people are involved in development.

How did you come to work with Ingenia?

We were able to easily reach their manager because they’re an investor in our company. We felt secure in working with them on the project because they have so many important clients here in Mexico.

How much have you invested in them?

We’ve spent 120,000 pesos [$6,421 USD] so far, but we’re not finished with development yet.

What is the status of this engagement?

We started working with them in August 2017, and the project is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We can’t quantify the impact yet because it’s still in the beta stage.

How did Ingenia perform from a project management standpoint?

We’ve had some issues with the original delivery date being postponed. Communication with the project manager has always been efficient despite their delivery not meeting our expectations.

What did you find most impressive about them?

The integration between the platform and the payment system has been very good.

Are there any areas they could improve?

They could improve their expectations management with clients, as well as with meeting deadlines and considering interactions. Delivery isn’t final until the client is satisfied with the project.

BACKGROUND

Introduce your business and what you do there.

The American Chamber of Commerce in Mexico is an international commerce organization taking care of relationships between companies in North America and Mexico. I’m the IT Manager. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia? 

We started a project to implement a CRM [customer relationship management] and integrations with the webpage. We did the same for the internal processes invoicing. They also did web design and database connections to this CRM. 

SOLUTION

What was the scope of their involvement? 

They worked with Drupal. We migrated the information from another CRM and we linked it to the internal processes for each of the areas that deal with this information. 

What is the team composition?

I was in direct contact with a project manager and they assigned their people to each of the different areas in the project: invoicing, database, design, and programming. 

How did you come to work with Ingenia Agency? 

We found them through their website and our director knew about Pablo’s [CEO, Ingenia] previous work. Our organization requested proposals from two other companies to see the advantages of working with their tools, costs, and more. 

How much have you invested in them?

The cost was in the range of $50,000 to $199,000. 

What is the status of this engagement?

We started working with them in December 2016 and it’s an ongoing project. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

It’s a big and ambitious project but we are seeing results related to the web page. We have more visibility, more visits, it has a better design, and it’s cleaner and friendlier. It will take longer for us to see advances or changes regarding the internal processes aspect of their work. 

How did Ingenia Agency perform from a project management standpoint?

They met timelines and used project management tools to set those timelines. Everything was presented as planned. As in any project, there are issues that arise and we had delays in some areas. 

What did you find most impressive about them?

Their web design stood out as an area in which they highlighted their expertise during the project. 

Are there any areas they could improve?

Having more invoicing knowledge would be beneficial as there were some delays because of this. 

Do you have any advice for potential customers? 

Future projects with should be planned according to the characteristics and requirements of the processes.

BACKGROUND

Introduce your business and what you do there.

I work in the finance department of a major global product retail company in Mexico. I am the project manager for our investor relationship webpage.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia Agency?

They were hired to redesign our investor relationship webpage, which they have also managed for the last few years. They reimagined its appearance and the content structure that presents the trends that our clients, financial analysts, and investors are looking for. We worked with them on the intial design, then revamped the webpage last year.

SOLUTION

What was the scope of their involvement?

They searched for the best technologies to provide the services we required.

What is the team composition?

I worked with a project manager to define our requirements. Another resource provided more technical and specialized support, clarified the solutions, and alerted me when we needed something different for the project. I also met with several others, but I’m not sure of an exact number.

How did you come to work with Ingenia Agency?

I inherited this collaboration. Our company searched for several developers, and at the time Ingenia was the best option. When I took over the project, the development was already advanced.

What is the status of this engagement?

We’ve been collaborating with them since 2012.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

As far as web redesign projects go, it has been good. When we initially created the website, it received positive reviews and was described as an innovative, unique market project. We are currently receiving feedback on the website’s corporate impact.

How did Ingenia Agency perform from a project management standpoint?

They met every deadline. We asked for some last-minute changes, which made the project take longer, but they met their original estimates.

What did you find most impressive about them?

Their customer service and attention, professionalism, and response time were great.

BACKGROUND

Introduce your business and what you do there.

I work for Pagofacil, which is a Fintech business. We help businesses to accept debit or credit card payments from their clients through online platforms or physical business. I am the CMO [chief marketing officer], so I’m in charge of marketing and communications.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia?

We were looking for was an agency to help us with SEO [search engine optimization], SEM [search engine marketing] positioning, and social network management.

SOLUTION

What was the scope of their involvement?

They are helping us with our blog, which contributes to our SEO. They are developing our complete SEO strategy to position certain keywords for the financial sector in Mexico. 

They also developed all our remarketing through display, focusing on how to get to new clients and how to make sure they come to our site and then convert.

What is the team composition?

We work directly with around 3 people.

How did you come to work with Ingenia?

We knew Pablo, Ingenia’s CEO.

What is the status of this engagement?

We started working with them around the end of 2015.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

As a startup we don't have quarterly objectives; we have monthly goals instead. Ingenia was very flexible and able to adapt to our schedules. Their reports are amazing—very detailed and personalized.

We have monthly growth of about 25% on our conversion rate. The quality of the leads we have now is much better than last year. We’ve had very high goals and we reached them in around 2 or 3 months, so we are very satisfied with their work.

How did Ingenia perform from a project management standpoint?

I have worked with other agencies in the past and, in comparison, Ingenia is amazing. No matter when or at what time I get in touch, they will always be there. I feel that my contact with them is more like with an employee, rather than an external company. The experience has been incredible so far. One of the positives is that we are very close to them; we are always in touch and talk almost daily.

What did you find most impressive about them?

They are very human—they know the name of each of our employees, they know how to communicate, how to ask for things, and the rotation of their employees bears no comparison with other agencies. I have been working with the same person for the whole project and I am very happy with the collaboration.

BACKGROUND

Introduce your business and what you do there.

I work for Diamond Films Latin America. We are films distributors, but the company belongs to a holding that distributes audiovisual content throughout Latin America and now Spain. I am head of regional marketing and am in charge of creating all our campaigns.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia?

The first time I worked with them was in 2017. It was a social media marketing campaign, specifically for Facebook, it was implemented in Mexico, Argentina, Bolivia, Chile, Colombia and Peru.

SOLUTION

What was the scope of their involvement?

They managed our regional Facebook for a movie called Valerian, directed by Luc Besson. It involved the promotion of two trailers and the premiere. In this campaign I had an agency division, as it was the first regional campaign we implemented.

What is the team composition?

They were a team of 5, including an account manager who gave great follow up. During the calls, the manager was always present and some of the rest of the team.

How did you come to work with Ingenia?

I knew of their agency and decided to stay with them because their performance was very good. I compared them with others from Mexico, Argentina, and Panama and they were the ones who convinced me with the numbers.

How much have you invested in them?

For the two past campaigns it was about 400,000 pesos [$20,600].

What is the status of this engagement?

I first started working with them in April 2017 and then again in August. We will be working with them again for the launch of a movie for the Oscars. For that, they will be managing Facebook, Instagram, and Youtube.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

With them, we were able to challenge the idea that each country to implement their own campaign. We did some research, taking into account the different regions to compare the numbers with the ones Ingenia gave us. For the reach and cost, they improved our figures and that had a great impact on us. We were able to implement a regional campaign with a great impact and better costs.

How did Ingenia perform from a project management standpoint?

They always met deadlines, even across different time zones. They would always find ways to communicate with me. There was always very good communication and flexibility from their side.

What did you find most impressive about them?

The personalized attention they give is something I am very happy with. They always send reports promptly, as I have to send them to the studios every 24, 48, and 72 hours and they were always on time.

Are there any areas they could improve?

Sometimes on the presentation, I had to ask them to send me open files because I had to copy the numbers onto my own format. The first and second times they didn't, though by the third time I asked, they did. If they had asked which format was best for us, it would had been easier for me to work with the numbers.

Do you have any advice for potential customers?

Be sure they are precise about the format in which they want the numbers to be sent.

BACKGROUND

Introduce your business and what you do there.

I’m a social media analyst for a chain of retail technology stores. We have 1,200 employees and 31 shops around the country. I’m based in the Mexico City corporate offices.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Ingenia?

Ingenia assisted with all the communications strategies and social media marketing aimed at finding new followers and sales leads.

SOLUTION

What was the scope of their involvement?

We were previously working with another agency, but we decided to switch to Ingenia because they presented a more solid, aligned proposal that met our needs as a brand. They offer Facebook Analytics and Insight, Socialbakers, and Google Analytics services. They are also Google Partners, so they’re creating social listening and research strategies that are really helping us understand the communication with our users.

Ingenia helps us develop the social media strategy, community management, and content for our Facebook, Twitter, Instagram, and YouTube. They also assist in providing support for our community and users by responding to their comments and handling direct communications with the brand-related e-commerce orders (among other inquires).

What is the team composition?

We work with approximately eight of their team members per month. We have a yearly contract, but every month consists of a different project with different teams. We have a project manager, social media head, a couple of community and content managers, creative resources, and designers. We also have a couple of managers and executives who help us lead the strategy according to the changes and needs of the retail market.

How did you come to work with Ingenia?

We chose them because of their cost benefit and because they offered better use of the campaigns of funds acquisitions, which is one of our main growth strategies for 2018. Our yearly budget recommendation was also more optimized with them than other agencies. Ingenia presented a very interesting creative proposal that was very close to what we were looking for as a brand. In terms of cost benefit and communications strategy, they were the agency that best understood our initial briefing.

What is the status of this engagement?

We started working with them in November 2017. It’s a yearly project from November 2017–2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our goal is to reach an established number of fans, but we don’t have the final result at the moment.

Ingenia has a multidisciplinary focus for what we’re looking for. They’re not just focused on social media and digital marketing, and they include different disciplines and perspectives which allow us to understand our brand and how it fits into digital schemes. Everything they’ve shown us is very interesting regarding the findings and searches for our specific industry, speciality, and how they use them to benefit communication with our audience.

How did Ingenia perform from a project management standpoint?

The project management team is very good and has strong documentation skills. We have a weekly plan that activates creatives daily, so it’s very fluid. We try to communicate all the time from various media forms. It lacks sense of urgency in understanding the business model of the retailer sector in Mexico, but this is part of the learning process.

What did you find most impressive about them?

Their communications, creativity management, and commitment are very good. They have great knowledge about social media management tools such as Socialbakers and social listening.

Are there any areas they could improve?

I consider the lack in sense of urgency as something they are just learning and need to understand about the retail industry, which has daily offers.

Do you have any advice for potential customers?

They are very professional. I really like their startup spirit, and they have great knowledge about new technologies. They also know how to get into projects from a digital perspective, and are completely aware of the current trends.