Avila became the chief operation officer of the agency and has been collaborating with the team for six months on the rebrand. “It really was invigorating and gave us all a goal to work on together. I made it clear to the team that no ideas were off limits, and the creative energy and enthusiasm followed,” described Avila. “The collaboration has been amazing.” After presenting the original concepts to a focus group, Avila recalls how they had to go back to the drawing board. “It fell flat. Truthfully it was the best thing we could have done,” she said. Following the focus group, Avila started brainstorming and began thinking of the term Ro•Sham•Bo and how it was a version of Rock Paper Scissors when she was growing up. “I started researching and it occurred to me that the game of Rock Paper Scissors, while seemingly simple, is really about strategy, observation, and staying one step ahead of the competition,” said Avila. “It really was a great metaphor for what we do with marketing. I brought it to the team I had been working on the rebrand with and they were all in.”
ANGELA AVILA
“Ro•Sham•Bo Creative is more than just a workplace; it is a vibrant community where I am committed to seeing our team thrive, innovate, and make a meaningful impact.”
14 | 605MAGAZINE.COM
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