Interview
Victor Sosa
The Service Shop Marketing Agency, United States
Victor Sosa is a bilingual marketing leader and the Head of Strategy and Creative at The Service Shop Marketing Agency, where he excels in brand positioning and consumer segmentation. His career includes impactful collaborations with industry giants such as The Coca-Cola Company, Ahold-Delhaize USA, British-American Tobacco, and Sheetz.
1 Please give us a brief bio of yourself and your creative background.
I am a strategic, bilingual Marketing Professional with extensive domestic and international experience in launching and managing brands for consumer-packaged goods companies and agencies. As the Head of Strategy & Creative at The Service Shop Marketing Agency, I focus on brand positioning and consumer segmentation to create impactful campaigns that drive market share and enhance brand identity. My leadership style is collaborative, and I excel at building and managing high-performance teams, crafting strategies that resonate across diverse demographics. Before my current role, I held senior strategy positions at Phoenix Lifestyle Marketing Group and ZOOM Marketing Partners, working with clients such as The Coca-Cola Company, Ahold-Delhaize USA, British-American Tobacco, and Sheetz. These experiences helped me deliver strategic insights that drove profitability and improved consumer perception. I hold an MBA from the University of North Carolina and have a background in industrial engineering, blending technical knowledge with a keen understanding of market dynamics to drive brand growth and lifestyle marketing initiatives.
2 What made you become/why did you choose to become a creative?
I've always been captivated by the power of creative work to communicate ideas and evoke emotions. Growing up, I often thought how to enhance TV commercials, making them more engaging, targeted, and better aligned with the brand positioning. Encouraged by friends, I realized my passion for marketing aligned with my engineering background's problem-solving and innovative mindset. This led me to pursue a career in marketing, where I thrive on bringing projects to life and positively impacting people and brands.
3 Tell us more about your business/company, job profile, and what you do.
As Head of Strategy & Creative at The Service Shop, I lead brand development, creative direction, and consumer engagement for our clients. The Service Shop Marketing Agency is an award-winning, certified veteran and minority-owned full-service integrated marketing agency. Our team leverages its unique understanding of diverse markets to provide tailored marketing solutions for lifestyle brands, corporate partners, and government entities.
4 What does “creativity” mean to you?
Creativity is the ability to think outside the box, to generate ideas that can come to life and produce real, tangible results, and to find innovative solutions to any situation.
5 To you, what makes a “creative” idea and/or design?
A creative idea or design is an innovative, relevant, impactful solution to any given situation. However, not all creative ideas or designs are good ideas/designs. They need to resonate with consumers, be aligned with the brand, and be in the realm of possibilities within the Brand’s industry.
6 Tell us about your creative and/or design process.
The creative process typically involves the following steps, and it is a collaborative, team effort endeavor that involves other team members at The Service Shop and the (potential) client: 1. Discover: Before any project starts, we complete a discovery session with clients to identify the desired outcomes. During this phase, we conduct research and create a detailed work plan to guide the team. 2. Build: We create deliverables to clients’ specifications using several “check backs” to ensure no deviations have occurred from the workplan. As part of our continuous communication loop, we provide scheduled status updates where work products are shared, feedback is received, and any revisions are completed. 3. Confirm: There are several quality checkpoints before the deliverables are presented to clients as complete. The final step is to confirm and verify that the work product is what clients requested.
7 What's your favorite part of the creative process and why?
All the steps in the creative process are “my favorite part” for different reasons! I learn a lot about the client and its industry during the Discover phase. I truly enjoy ideating and bringing ideas to life during the Build phase. And lastly, seeing the client’s reaction at the Confirm phase and the impact on the marketplace once the project is rolled out is simply priceless.
8 Describe your creative style and its main characteristics.
I prioritize a clean, minimalist, and impactful creative style. I strive to create visually appealing designs that are easy to understand, memorable, and effective in the marketplace.
9 Do you think your country and its cultural heritage has an impact on your creativity process?
Absolutely. Growing up in Venezuela, the Caribbean, and studying and living in the U.S. since 2000, I've been fortunate to experience diverse cultures and perspectives. This global exposure has significantly influenced my creative process and approach to problem-solving.
10 Congratulations! As the winner of the 2024 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
Winning the MUSE Gold Creative Award is a tremendous honor for The Service Shop team and the clients we represent. It's a testament to our hard work, dedication, and commitment to creative excellence.
11 Can you explain a bit about the winning work you entered into the 2024 MUSE Creative Awards, and why you chose to enter this project?
This was our first time entering the MUSE Creative Awards with The Service Shop. We were thrilled to win two Gold Creative Awards in two distinct product categories. Our first winning project was for the 5 Million Trees for Maryland initiative. This initiative supports Maryland's commitment to planting and maintaining five million native trees to reduce greenhouse gas emissions by 60% by 2031 and achieve net-zero by 2045. The Maryland Department of the Environment needed comprehensive branding and marketing communications to resonate with the target audience and effectively convey the environmental benefits of tree planting. Our second winning project was for Squoze lemonade. Squoze struggled to communicate its brand identity effectively. Outdated design elements were hindering customer engagement and brand perception. To strengthen the brand, we needed to create a compelling visual identity and captivating storytelling. We utilized our three-step process to transform Squoze's visual and verbal identity, revitalizing its market presence and driving brand growth. The project included a new logo, brand messaging, branded assets, website, and bottle design.
12 What was the biggest challenge with this project?
As with many new client relationships, the initial challenge often lies in establishing trust and understanding. However, once clients experience our team's expertise and the quality of our work, they become confident partners in the creative process.
13 How has winning an Award developed your practice/career?
We haven’t widely announced we won these awards. So, no impact so far but I am suspicious that will change very soon ;)
14 What are your top three (3) favorite things about our industry?
1. Constant Innovation: The creative industry is always evolving, pushing boundaries, and challenging the status quo. 2. Collaboration: Working with talented individuals from diverse backgrounds is incredibly inspiring and rewarding. 3. Impact: The work we do has the power to influence culture, change perceptions, and drive change.
15 What makes your country specifically, unique in the creative industry?
The U.S. is a melting pot of multiple cultures, +340 million people, and we work across multiple continents!
16 Where do you see the evolution of creative industry going over the next 5-10 years?
I believe the future of the creative industry will be greatly impacted by AI and augmented reality. We'll see a greater integration of technology into the design process, leading to more immersive and interactive experiences. HOWEVER, human creativity and desire to innovate will continue being the main factor driving the creative industry and all other industries.
17 If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
• Never stop learning: Stay curious, experiment, and embrace new technologies. • Collaborate: The whole is always greater than the sum of its parts. • Believe in yourself and in your team: Don't be afraid to take risks and pursue your passions.
18 What resources would you recommend to someone who wants to improve their skills in the creative industry?
• Mentorship: Find a mentor who can offer guidance and support as you navigate your career. • Never stop growing: Take advantage of online platforms, talk with other people, read books and online articles, experiment with new technology. • Design communities: Join online forums and communities to connect with other creatives and get feedback on your work.
19 Tell us something you have never told anyone else.
No way! It will no longer be a secret LOL
20 Who has inspired you in your life and why?
My parents and their overcoming spirit. My wife for her resilience. My kids for their desire to learn new things. My friends for their support.
21 Do you have anything else you would like to add to the interview?
I'm grateful to all our clients for trusting in The Service Shop Marketing Agency. I’m proud of my team for making my job more rewarding. I’m very thankful to the MUSE Award organization for allowing The Service Shop work to be evaluated by a talented panel of judges. And finally, I'm excited to see what the future holds for the creative industry and can't wait to continue pushing the boundaries of what's possible.
