The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For over 40 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2020 One Show Interactive & Online / Mobile / Digital Craft Jury

Patola Figueroa

Creative VP


Mexico City

I started my ad career as a copywriter at JWT Mexico, working with brands like, Nike, Huggies and Ford.

After winning my first award, I became creative director at Ogilvy Mexico. A lot of amazing things happened there—a lot of awards, a lot of pressure, a lot of hours at the agency, then a Clio appeared, and some other local awards.

After 7 years in that amazing agency, I quit and went to live to Mazunte, a beautiful beach in Oaxaca, Mexico (whoever is reading this, you should go, especially if you have some kind of personal crisis ha, ha, ha!). When I came back—with no money, no job, desperately looking for a job in any agency—a big question arose: Is this what I really want? Because in my head there was this female fear, “I can’t be a Vice-president, I’m a woman.” At that time, in Mexico, it was difficult to grow as a director or to become a Vice-president being a woman. And I remember that I was eating a slice of pizza with a homeless person in a park (a slice of pizza that one of my advertising friends gave me, because he found me asking for money!). And after feeling shame, I had a wish: to have the opportunity to be the woman I always imagined since I was a little girl, a girl boss, an inspiring woman for other women in this industry, or any other, and the universe gave me the opportunity.

I started again as a creative director in BBDO Mexico, with an amazing boss, and now best friend. That year I won Cannes, San Sebastián, local awards, mentions and a lot of respect from my clients, specially Pepsi and Visa (they believed that a woman could talk about soccer), and together we created two of the most iconic TV spots for the World Cup and the Mexican soccer league.

And I said, yes! I believe in myself, so what’s next, I want to be Vice President of a digital agency, I don’t know anything about the “digital world” but so what! and boom! Isobar appeared. So, people say I’m a creative woman, but I say I just do what I love, it really comes through my spirit, I love to win new business, I love to help people in their careers, I love to inspire woman like me.

In 2016 I was recognized as one of the many “Women To Watch”, I’m a working mom, and every day I work with one objective: to be a good reflection to others, like a mirror, so they can help others grow, like my bosses did with me. (Not all of them, but I learned the bad stuff too so I could never do that to others under my leadership).

I have been jury in many festivals such as Cannes, FIAP, Desachate, Círculo Creativo de México, San Sebastián, IAB, Cíclope, Clio, Lisbon, LIA. Throughout more than 15 years, I worked in the most creative agencies in Mexico: JWT, BBDO, OGILVY, MADE, and now ISOBAR.

Thanks for reading, and I mean it—go to Mazunte!




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