Executive Highlight
Jerry Nieves
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CEO & Founder, GSnow Creative
- Industry: Advertising / Marketing
Business Founded: 2020
Phone: (954) 300-6110
Email: [email protected]
Address:
401 E. Las Olas Blvd. Suite 130529
Fort Lauderdale, FL 33301
How long have you been in your industry?8 Years
Why did you choose your industry?I've always had an interest in storytelling. To me, marketing and advertising is creative storytelling. It gives me the ability to craft messaging and imagery that work together to tell stories meant to inspire people to take action, whether purchasing a product, booking a service, or donating to a cause that has become important to you.
Who are your typical clients?My clients have been diverse over the last 5 years. Some are in the spirits industry (Pernod Ricard, Filmland Spirits, Shibui Japanese Whisky), some in consumer packaged goods (Coolife Luggage, YNM Home), and some are nonprofit organizations (Operation Veteran Homeownership, National LGBTQ Task Force, SGM Alliance). If you have a story, we find the most compelling and impactful way to tell it.
What do you like best about being in this industry?The creativity I am surrounded by is my favorite thing about this industry. Aside from working in my agency, I also serve as the president of the American Advertising Federation chapter for Broward + Palm Beach counties. We are currently in awards season, and I am always so impressed by the work that other agencies and students at our colleges and universities produce! A blessing to be involved.
What are common problems you see?In my opinion, the new tools that have become available over the last 10 years are inadvertently dulling natural creativity. I feel AI, though inevitable and now essential, should only be used as a tool, but many take it too far, and it becomes what does the advertiser's work. There's no tool more powerful than the human mind and the experiences we carry. Use the tools, but do the work.
What advice/tips do you have for clients?In order to experience growth, you have to be willing to accept change, and you have to be willing to invest in your long-term business goals. Marketing and advertising are essential pieces of the puzzle, especially if you sell a product. You must be willing to invest to see the return.
When is your busy season?Because I work with most clients on annual contract basis, we are always working, but never too busy to engage with new business owners and organizations!
How do you market yourself to grow/expand your business?Until this year, my clients have found us through word of mouth, usually having been referred to us. Now, I'm expanding into marketing on social media and will eventually take out ads in publications or websites that make the most sense for the types of clients I am looking to engage with. I also meet new clients on my travels, which is always exciting.
How involved are you in the community?I serve as the President of AAF Broward + Palm Beach. I'm also part of a veteran's networking group here in Broward County.
What advice would you give to someone thinking of getting into this business?Give it your all. There are times when it can feel very rough. Don't quit. Entrepreneurship is challenging. It will test your resolve and your confidence. When you think you can't keep going, keep going. I sometimes have to remind myself of what I have accomplished so far to keep pushing through the challenges.
What do you enjoy doing in your free time?Travel, music festivals, pickleball, spending time with family and friends.
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