The future of Marketing with Sofia Pereyra

We sat down with Sofía Pereyra, the Chief Operating Officer for the Southern Cone of a well-known marketing agency called Super. With more than 10 years of experience, she’s worked with brands like Coca-Cola and Lucky Strikes. In our conversation, she shared her thoughts on current trends, the future of marketing with AI, the balance between in-house and agency work, and advice for young marketers looking to grow in the industry.

Flexibility Over Everything

When asked about the skills marketers need today, Sofía didn’t hesitate. Flexibility is non-negotiable. The industry moves fast. What worked ten years ago simply doesn't work the same today. Back then, brands relied heavily on traditional media, big TV campaigns, and set timelines. Today, marketers are expected to react quickly, adapt to platform updates, and respond to trends that change almost overnight.

Consumers are constantly being hit with messages across every channel, from social media to streaming platforms. To stand out, marketers need to be agile, comfortable with tech, and really understand how their audience behaves online. “You can't stay still in a traditional way of communicating,” Sofía says.

The AI Shift: A Creative Revolution

Artificial Intelligence isn’t just a trend. According to Sofía, AI will completely change the way ads are created and who gets to create them. "You’ll be able to make a Super Bowl-level ad on a zero-dollar budget," she said. That’s the power of tools like Midjourney and ChatGPT. But if everyone has access to the same tools, the real question becomes how do you stand out?

The answer is with strategy and creativity. AI might help speed things up, but it can't replace the human ability to understand emotions, culture, or context. “These should be tools humans use to generate the best results,” she adds. It's not about avoiding AI. It’s about learning how to use it better, think differently, and make your ideas stronger.

In-House vs. Agency: A Constant Shift

Is agency life going away? Not at all. Sofía has seen the pendulum swing both ways for years. Sometimes brands prefer building their own in-house teams. Other times, they want an outside perspective that brings fresh ideas. “It’s a cycle. Every five years, companies change their approach,” she explained.

The important thing is being able to adapt and prove your value, no matter where you’re working from. Some agencies are even working inside companies now, like an extension of their team. The structure might change, but the need for creative partners isn’t going anywhere. What matters is showing that you’re the right one.

Stay Relevant by Listening

Sofía isn’t a fan of staying in your own bubble. One of her go-to tips for keeping up is simple. Listen to younger people. In her experience, it’s often the newer voices in the room who are closest to what’s actually trending. “The person using Midjourney every day is the one who can tell you what’s working and what’s not.”

She also suggests staying curious, going to events, reading up on what’s happening in the industry, and always staying close to what clients are asking for. That feedback loop is a great way to stay in tune and keep improving.

For the New Generation: Stay in Your Lane

When asked what advice she’d give to new marketers, Sofía was clear. Don’t compare yourself to others. Everyone’s on their own journey. “What’s happening around you is not your business. Focus on what you want, what you need to improve, and who can help you get there.”

Her career has taken her across many industries, from health to entertainment, finance, and more. That variety gave her a full picture of how brands work. But no matter the industry, one thing stays the same. The client is your first audience. Understanding what they need and helping them get their message across is always the first step.

Be open to learning, ask for feedback, and keep growing. Change is always part of the job, and if you’re paying attention, even something like AI can turn into one of your biggest strengths.