MARÍA CARRILLO LÓPEZ

What does winning Next Creative Leaders mean to you?

Since starting my career in advertising, I’ve struggled to identify with the industry’s most prominent leaders. The pressure to conform and imitate established male role models, often leads us to suppress our true personalities and strengths, silencing the very drive that defines us. And it is all in an attempt to fit into a leadership mold we mistakenly believe is the only one. The big change came when I learned that my leadership style is just as valid as any other. Each year, the Next Creative Leaders list expands my perspective. Encountering diverse forms of leadership continues to both inspire and motivate me profoundly. Inclusion on this list is more than an honor – it is a powerful affirmation of my journey and a chance to contribute to the very movement that has so significantly shaped my own vision of what a creative leader can be.

If you could change one systemic barrier in the creative industry, what would it be?

I would change its outdated work culture that is built mostly by men, for men. This culture makes the environment especially tough for mothers over 35, many of whom end up leaving, which means fewer female role models and limited diversity in leadership. To fix this, we need to break the “always-on” mentality by supporting real work-life balance through flexible hours, remote options, and measuring results instead of presence. Agencies should also provide affordable childcare, return-to-work programs, and mentorship for women balancing career and family. Most importantly, we must celebrate diverse leadership styles so the industry’s future is shaped by many voices, not just the same old ones.

“We need to break the “always-on” mentality by supporting real work-life balance through flexible hours, remote options, and measuring results instead of presence.”

What does paying it forward look like in practice for you?

For me, paying it forward is a direct response to my own career journey. I grew up with very few female role models, and that scarcity sent a clear, if subliminal, message – that reaching leadership positions was an uphill battle for women. This environment often teaches us to compete. We see it in series, films, social media, and in the workplace. When only 1 in 10 leadership roles is held by a woman, it can feel like we’re forced to fight each other for that single spot, making us our own worst enemies. This dynamic ultimately benefits those who enjoy their privilege and want to maintain it. Therefore, paying it forward means actively changing that narrative. It means being a strong, visible reference point for the creative women around me, and demonstrating that leadership is about collaboration, not just individual achievement. I lead by example, fostering a genuine sense of team and actively supporting one another. My goal is to champion each other’s growth and collectively increase our presence in leadership. That’s how we truly pay it forward – by growing in numbers, together.

“Paying it forward means actively changing that narrative. It means being a strong, visible reference point for the creative women around me, and demonstrating that leadership is about collaboration, not just individual achievement.”

How do you recharge your creative battery when you’re feeling burned out or uninspired?

Sometimes being a creative means you experience a lot of ups and downs. It’s easy to go from a week where everything feels like it’s flowing perfectly to another where nothing seems to work and you feel like an impostor. I often catch myself being my own worst critic, and I’ve learned that those are the moments when it’s most important to silence that negative voice. To recharge, I try to focus on the facts, trust the process, and remind myself of everything that has brought me to where I am today. That mindset shift helps me reconnect with my creativity and move forward.

What would success look like for you five years from now, beyond traditional career metrics?

In five years, success will be the powerful integration of my professional aspirations with the journey of motherhood, without compromising my ambition. It means sustaining my current drive and achieving significant milestones, and proving unequivocally that societal and workplace structures, not the choice to become a parent, are the true obstacles to career progression for many. My success will demonstrate that having a child can be a catalyst for even greater purpose and achievement, provided the right support and flexibility are in place.

“My success will demonstrate that having a child can be a catalyst for even greater purpose and achievement, provided the right support and flexibility are in place.”

What does leadership mean to you?

To me, leadership means helping and motivating a team to do their best while making sure everyone feels supported and valued. It is about leading with empathy, understanding what each person needs, and keeping perspective because this is a job, not a life-or-death situation. I also believe leadership is about learning from every experience. Even leaders I did not agree with taught me lessons about what not to do, and those lessons helped me shape my own style. Being a good leader is as much about growing and improving yourself as it is about guiding others.