Rhonda Contreras
Chief Collaboration Officer at TRG
Website Address: richards.com
Each week on “AdTastic,” our host talks to advertising and media experts across the country. This week our host speaks with Rhonda Contreras from TRG. To learn more, check out richards.com.
What is the biggest change in the advertising industry that you see coming in the next 2 years?
The biggest change is literally the amount and pace of change: Client relationships are migrating from Agency of Record to Agency on Roster. Marketing communications is moving towards multi-layered campaigns built around activations and experiences that blur the lines of creativity. Our talent pool is shifting from those focused on traditional/digital advertising to makers of all kinds. And our operating models must adapt for us to continue to thrive. Our business has never been so terrifying, or so thrilling.
What’s your biggest challenge with attracting and hiring talent in the past 2 years?
Over the past two years, our talent has communicated all the same things that the consumer marketplace is telling us: Employees prefer to affiliate with purpose-driven companies that share their values. They seek a brave space built on inclusivity, equity, and diversity where they can bring their authentic selves to work. Employees also want the ability and flexibility to devote time to community and family in addition to the company they choose. We consider these not just challenges, but a strategic imperative for our agency to deliver on a culture and environment that enables our people—and our brands—to realize their potential.
