In today’s business world, women leaders are reaching new heights across various industries. Panama, a Central American country is one of the examples to this global trend, with visionary women shaping the nation's business landscape. Among these emerging and promising leaders is Patricia Garcia, the Managing Director of McCann Worldgroup Panama. Patricia is a creative thinker and leader, who uses strategy in her approach to running the organization. She has done a lot to help the company go far, as a result of which she is an influential person within Panama’s advertising and marketing industries. Being the leader that she is, Patricia shows us what women can do in executive positions. Hence, her role sets standards for upcoming generations.

In this interview, Patricia Garcia shares valuable insights into her career journey. Let’s read on.

Can you give a brief overview of your upbringing & childhood days?

From a young age, I was fortunate to grow up in an environment that deeply valued both education and faith. My parents always encouraged me to be curious and to pursue my dreams with determination. My mother, in particular, was a significant influence on me, teaching me the importance of perseverance and staying true to my values. Now, at 48 years old, I recognize that these family values have profoundly impacted not just my personal life, but my career as well.

Although I wasn't the best student in school, which was a challenging year for me, I believe my personality and educational experiences helped me develop my leadership and communication skills over time. I was quite introverted as a child, but my studies in communication, marketing, and advertising pushed me to enhance my communication abilities. This has proven to be a crucial skill throughout my career, especially in an industry where resonance and connection are key. These experiences have provided me with a solid foundation that I apply in both my professional and personal life. Today, I am grateful to share this journey with my supportive husband, Victor, and our four wonderful children - Ana Patricia, Ana Lucia, Juan Diego, and Ana Victoria - who continue to inspire me every day.

Can you shed light on your professional journey?

My professional career began in advertising, where I started as an assistant to the Creative Director at an agency in Panama. Over time, I moved through various departments within the agency, continuing to work in the creative area but eventually developing my skills as a copywriter. Later, I transitioned to the production side, where I was involved in producing print ads, TV commercials, and radio content.

The agency then gave me an opportunity to shift to the business side, where I spent several years as an account executive. As I gained more experience, I advanced to the role of Account Director. Sixteen years ago, McCann offered me a position as an Account Director, and I began working with them. Eight years ago, due to a structural change within McCann in the LATAM region, I was given the opportunity to become the Managing Director of McCann Panama. This journey has spanned 23 years in the advertising industry, shaping my career and expertise.

Please talk about your key areas of expertise.

I have worked in nearly every department within the agency. The only area I didn't work in was media, but it's crucial to have a good understanding of media, as well as digital, to be effective. Throughout my career, I've developed deep expertise in strategic leadership and team management, which are essential since I manage the entire company, and the team is truly the heart of the organization.

I've also gained significant experience in creating integrated advertising campaigns, which involves understanding consumer behavior, brand positioning, and the overall planning process. It's important to have a grasp of finance as well, including how the agency generates revenue, the client margins, and other financial aspects. Additionally, developing strong communication skills has been vital to my success in this industry.

Give us a brief overview of McCann Panama.

McCann Panama is an agency with over 50 years of experience in the Panamanian market. We are part of a network that spans Central America and Caribe: Grupo Comercial de Comunicaciones, and we are also part of one of the most important communications groups in the world: IPG, as an integrated market of McCann Worldgroup. The McCann Worldgroup network provides today's marketers with best-in-class strategic and creative services that help their brands play a meaningful role in people’s lives and build their businesses.

"With A Great Team And Strong Leadership, We Can Achieve Positive Results Consistently"

Our expertise covers a wide range of advertising services, including creative strategy, media, digital marketing, and influencer marketing, for local, regional, and global brands. We focus on understanding our clients' needs and providing integrated solutions that truly resonate with their target audiences.

Can you share your approach to guiding the company to the next level & how you've adapted to the changing market dynamics?

My primary responsibilities involve leading the overall strategy of the agency and overseeing daily operations. We need to ensure a strong understanding of the financial strategy to achieve consistent growth each year. With a great team and strong leadership, we can achieve positive results consistently.

In the rapidly evolving fields of advertising and marketing, particularly with the growing importance of digital channels, innovation and collaboration are key. We are focused on leveraging new technologies, such as artificial intelligence, and developing them locally, despite the challenges of operating in a smaller market.

What’s the philosophy or approach behind your success?

I take things one day at a time, with a vision for the year, but always keeping in mind the next three to five years. Professionally, it’s important to understand the role McCann plays in this market and to remain relevant to our clients. Personally, I believe in God and that we are all unique individuals created by Him, equipped with leadership and intelligence. With a good heart and positive intentions, I believe we can change the world. This mindset helps open doors and creates opportunities, even in a world full of challenges and negativity.

Patricia Garcia, Managing Director, Mccann Panama

Patricia Garcia is the Managing Director at McCann Panama, a leading advertising and marketing agency with over 15 years of experience in the Panamanian market. Patricia has played a pivotal role in steering the agency to new heights, focusing on strategic leadership, innovation, and client relationships.