Mary Redondo is Managing Director for Havas Sports and Entertainment, an engagement agency that focuses on brand strategy, branded content, social media, experiential and sports marketing. Her clients range from luxury to consumer goods to telecommunications. She juggles these varied categories with a simple credo which she describes as “Going beyond what has been done, experimenting with unrelated ideas without fear of failure.’ Mary Redondo is not necessarily concerned creating the new; she’d rather connect the dots on seemingly unrelated elements of a program to make something that already exists even better.
Havas management relies on her to think differently. According to Jerome de Chaunac, Global Chief Operations Officer of Havas Sports & Entertainment, “Be it for client or new business pitches, Mary brings each time a new way to look at briefs and answer them. She is an ‘intrapreneur’ who sees media and communication as a landscape that is constantly evolving, and winners will be the ones who dare to test and take risks. She is a strong believer in bringing technology into media, and experiences and pushing clients to keep a portion of their investment for innovation and out of the box ideas. Her curiosity for what will happen next applied to what is now and new, makes everything she touches special and successful."
Mary herself admits to being proud of a project called the "Agency of the Future." Its main objective is to transform the current agency model. She says, “The world we live in is being disrupted by many technological advances that have given people greater access to information and ultimately to more power. With this in mind, we’ve turned to technology to solve and enhance our offering to clients. How do we leverage facial recognition to measure OOH? Or how do we track consumer behavior in real life using wearables or beacons? Those are the dots we are aiming to connect in order to create the agency of the future.”
Before joining Havas, she served as Marketing Manager for Telemundo Internacional, a leading Spanish content distributor and producer worldwide. In this role, she serviced over 100 markets with a wide range of responsibilities ranging from creative, advertising, PR, event planning, social media, production, programming and promotions. Mary graduated from Tufts University with a double major in International Relations and Entrepreneurship.