JSD Agency


Bryan Plaza & Benjamin Harries

JSD is turning 10: 10 valuable lessons we have learned as an agency

As JSD marks a decade in the industry, we reflect on our journey with gratitude. Over the past ten years, we’ve navigated challenges, celebrated successes, and evolved into a renowned agency. In this post, founders Benjamin Harries and Bryan Plaza share invaluable lessons learned along the way, guiding our commitment to excellence. Join us as we reminisce and glean insights from a decade of experience.

1. Keeping the balance between fast solutions and quality
As Advertising Agencies, we have a lot less time. That is counterbalanced by much faster access to data, research and information but overall the processes need to be gone through much faster to produce content, plans and solutions than it was 10 years ago (Benjamin Harries).

2. Relationships are everything in this business
We’ve been lucky to have the best clients and client relationships over the years. Our two biggest clients have been with us for many years. We have grown with them and with their faith in us. Whatever changes in technology have happened, this is still a relationship business first and foremost (Benjamin Harries).

3. Puerto Rico is talented enough to export solutions to other countries
We’ve evolved to multiple industries and markets, from only working within Puerto Rico, to having clients across all of the US mainland and LATAM. Managing the relationship with long-term clients has been crucial since it’s made us grow in directions we didn’t think of but has helped develop a more solid base for the team (Bryan Plaza).

4. Personalization must be at the core of most efforts
The future of advertising is increasingly digital, personalized, interactive, and data-driven. With the increasing pace in technology, most things will become personalized at scale. Using automation, to be able to hyper scale the messages while still maintaining emotion and connecting with the customer will be key (Bryan Plaza).

5. Creativity will forever be the heart of advertising
Creativity is still at the heart of advertising. Along with its sister Strategy. Take all the flashing, beeping and shiny objects away and JSD still needs to deliver creative solutions that solve problems, fit into the strategic lens and achieve goals (Benjamin Harries).

6. Data-driven creativity is a must
We adopt a data-driven approach to creativity, utilizing insights from consumer behavior and market analysis to inform and inspire unique strategies tailored to each client’s specific goals. Collaborative workshops and brainstorming sessions with clients are integral, ensuring our solutions are not only fresh and innovative but also closely aligned with their brand values and audience expectations. By investing in training and leveraging diverse talent, we ensure a breadth of creative perspectives, keeping our approaches relevant and impactful in a rapidly evolving digital landscape (Bryan Plaza).

7. Nurture your talent
Keep to the basic fundamentals of Advertising, learn to foster young talent in the workplace (at home, hybrid or remote), keep up to date with technology but don’t let the tail wag the dog (Benjamin Harries).

8. Fresh approaches are needed to meet client’s needs
Every client and every problem is unique. We need to use the fundamentals of communication and see if we can give the solution a spin using innovative and creative ways (Bryan Plaza).

9. Adapt fast during challenging times
There was a large hurricane in 2017 then a pandemic in 2020. The challenge was keeping the staff going with purpose and energy while adapting to the new normals those events created. It is still a challenge. We have to be both equally committed to our clients and our staff which is sometimes a conflict. A 100% WFH Advertising Agency will not be either efficient or creative in my opinion (Benjamin Harries).

10. Never stop growing and learning
Looking ahead, our agency is embarking on several exciting plans and initiatives aimed at driving growth and amplifying our impact in the advertising industry over the next decade. The key focus will be: investment in proprietary technologies, continuous talent development and strategic partnerships to keep growing and expanding into more markets and services (Bryan Plaza)

As we close this chapter on JSD’s first decade, we do so with immense gratitude for the opportunities, challenges, and growth that have shaped us into the agency we are today. With each lesson learned, we’ve become stronger, wiser, and more resilient. Looking ahead to the next ten years and beyond, we remain steadfast in our dedication to innovation, creativity, and delivering exceptional results for our clients. Here’s to the journey ahead, filled with endless possibilities and continued success. Thank you for being a part of our story.