Renegades | Tesa Aragones Gives Her Take on Cannes Lions, AI, and the Future of Marketing
Renegades | Tesa Aragones Gives Her Take on Cannes Lions, AI, and the Future of Marketing
Bringing innovation and storytelling back into marketing
Welcome to Renegades, a series spotlighting Asian Pacific leaders and creatives who are carving their own paths and defying stereotypes along the way. This week, we sat down with Tesa Aragones, North American President of creative brand agency AKQA. We dive into her storied career, her takes on AI and marketing innovations, and about this year’s Cannes Lions International Festival of Creativity, and AKQA’s Future Lions Competition, coming up later this year, June 17 - 21. Gold House is proud to be this year’s official non-profit partner for the Future Lions Competition.
What did you want to be when you were growing up, and how does that compare to what you do today? And with your upbringing in and continued ties to Detroit, how has your background woven into your professional journey?
Growing up, I wanted to be as brave as civil rights activist Rosa Parks and bridge the gap between Asian and American cultures like Bruce Lee. Both were trailblazers for equality and racial representation, inspiring me as a person of color. Raised near Detroit, Rosa Parks's impact extended beyond history books; she continued her work for civil rights in the city, motivating others to do what's right. Introduced to Bruce Lee by my brother, I admired his influence as a martial artist and advocate for Asian representation in the media. These cultural icons fueled my ambition to break stereotypes and pursue leadership roles. Today, I strive to be the change I want to see: an Asian woman in the C-suite, a Public Board Director, and President of a Global Creative Agency.
You’ve worked with renowned companies like VW, Nike, VSCO, and Discord: what roles and experiences have been particularly impactful on your growth and leadership approach at AKQA?
I have been fortunate to have worked on incredible brands throughout my career, like VW, Nike, and VSCO. Each experience has left a mark on my leadership journey. While the brands themselves hold significance, it's the values they embody, the people I've worked alongside, and the lessons learned that have truly shaped my leadership approach.
During my time as Director of Brand Innovation at VW, I spearheaded the launch of the brand's first lead generation model and dealer website program. This initiative, supported by an innovative leadership team and dealer council, underscored the importance of embracing digital innovation and taking calculated risks to drive progress.
At Nike, as Global Digital Brand Director, I had the opportunity to pioneer groundbreaking projects like the Nike Training Club app and Nike's first video game title. These experiences fueled my passion for leveraging deep consumer insights to drive digital innovation as a catalyst for business growth, resulting in numerous patents and globally acclaimed digital services.
Transitioning to VSCO as CMO, I applied lessons from my time at Nike to elevate brand strength by 275% and double membership subscriptions. Drawing from my upbringing as a first-generation Filipino from Detroit, I bring a unique perspective rooted in adaptability, resilience, and a strong work ethic.
The concept of a chosen family, instilled in me by individuals who embraced my family as their own during my upbringing, underscores my belief in the power of cultivating meaningful relationships in both personal and professional spheres. This appreciation for community and collaboration informs my leadership approach at AKQA, ensuring every individual feels valued and heard.
Balancing roles as an advisor, board director, and president of a global agency seems challenging. How do you juggle these diverse responsibilities effectively?
Balancing my roles as an advisor, board director, and president of a global agency presents its challenges, but it's also incredibly rewarding. It allows me to stay sharp for different parts of the business world. Clients, agencies, and board directors often want the same thing - great work and business results.
Each role offers a unique vantage point, allowing me to understand challenges from different angles, lead with empathy, and propel progress with strategic discipline.
This multifaceted approach to my responsibilities enables me to apply insights gained across all fronts, fostering innovative problem-solving and ensuring holistic solutions that benefit our clients, our agency, and our stakeholders. It's a dynamic process that keeps me energized and continually evolving as a leader.
Additionally, I'm extremely close with my family, and balancing family life with work is not just important but deeply meaningful to me. It's a value I hold close and strive to integrate seamlessly into my professional life.
How do you personally define success? When designing a campaign or project, what criteria do you consider to determine its success?
I measure success by personal progress. It is easy to get caught up in comparison culture. That is a trap. Don’t let comparison be the thief of joy. I try to make a habit of reflecting on my journey in all aspects of my life. It is easy to lose sight of how far we have come, if we don’t take time to look back and reflect. Progress can motivate you to propel yourself forward. This is critical as part of the creative process. Part of creating is first trying, then evaluating, and then evolving. I also apply this with brand strategy, in order to understand where you are going, it is important to understand where you have been. And, from a business case perspective, you can’t improve what you don’t measure. Whether it's business metrics or diversity initiatives, measuring progress is key to making meaningful changes. And speaking of diversity, it's a top priority for me. As a woman and person of color, I'm passionate about helping others rise up. Mentorship is a big part of that. I always tell my mentees to focus on their personal growth and not to compare themselves to anyone else when measuring success.
Regarding Future Lions, AKQA’s global annual competition in collaboration with Cannes, what advice would you give? What qualities or contributions stand out in participants that make them notable within the industry?
Future Lions has always been one of my favorites at Cannes because it's about the next generation of creatives When I speak to the young people there, I always encourage them to:
Design for a greater purpose. Think of possibilities above and beyond the KPI.
Believe in their ability to make a difference...bigger than "the creative brief" and "business targets". Prioritizing the needs of consumers above personal recognition. This means starting with a deep understanding of human truths and needs, and crafting experiences that resonate emotionally at every touchpoint.
Be mission-driven. This unlocks the kind of creative problem-solving to serve communities at scale. As we used to say at Nike: When we listen to the voice of the consumer and commit to their potential, we realize our own.
Looking ahead, how do you envision the future of AI, innovation, and design? Are there specific trends or challenges you foresee, and how do you plan to navigate and contribute to the evolving landscape?
As we witness the initial integration of AI into our company's systems and client projects, the potential is thrilling, reminiscent of the early days of the internet. At AKQA, we plan to navigate the future of AI by adapting to emerging trends and prioritizing value-driven connections. Challenges include staying ahead of technological advancements and meeting evolving consumer needs. We aim to contribute by leveraging innovation for positive change, especially in areas where AI intersects with health and wellness.
What are you currently working on that’s exciting you the most?
I'm deeply invested in a cause that's very close to my heart: gun violence prevention and gun safety awareness. My niece's experience as a survivor of the Oxford school shooting has deeply impacted me, and her resilience inspires me every day. Advocating for awareness and action in this area has become a personal passion of mine.
At AKQA, we're currently developing some truly groundbreaking projects, collaborating with remarkable brands, that always ignite my passion for innovation. Additionally, my involvement with Gold House and other passion projects adds another layer of fulfillment to my day-to-day.
I also find a lot of purpose in mentoring and coaching the next generation within the industry. It's a privilege to share insights and experiences with emerging talent, helping them grow and thrive in their careers. I'm grateful to be involved in such meaningful initiatives that align with my personal values.
Lightning Round
Most productive time of the day: When asked “Morning person? or Night person?” my answer is usually “Both”
Daily habit: Every morning W.T.F. = Walk the dog. Train the dog. Feed the dog. Good girl, Rémy.
Most used emoji: 🙏🏽
Overrated marketing tool: “Post and pray”. When people post with no plan or amplification and expect business results.
Favorite campaign: VW - Drivers Wanted. I learned so much during my time at VW and I made lifelong friends.
Favorite pizza topping: Detroit-style pizza (if you know, you know)