In a world where creativity and technology increasingly intersect, it takes a rare kind of leader to balance the artistry of storytelling with the precision of business strategy. Laura Flores Westrup, General Manager of Hogarth Mexico, embodies that balance. With nearly two decades of experience navigating the complex terrain of marketing, brand strategy, and content production, Laura has emerged as a visionary force in shaping the evolution of creative operations—not just in Mexico, but across global markets.
Her journey is defined by duality: analytical yet creative, structured yet agile, grounded in Mexico yet inherently global. This unique blend of attributes has powered her professional ascent and made her a key figure in the transformation of Hogarth into a powerhouse of end-to-end creative production.
A Career Built in Two Distinct Chapters
Reflecting on her professional journey, Laura sees two transformative stages that have brought her to where she is today. “The first stage of my career was about building a solid foundation in business and brand strategy. The second has been much more fast-paced—focused on innovation and delivering results,” she shares.
Laura’s early career was steeped in global marketing and creative agencies, where she led strategy for iconic brands. It was here that she honed her expertise in brand-building, creativity, and understanding consumer touchpoints. A pivotal moment came when she was transferred to TBWA Hamburg, tasked with leading global communication strategy for Nivea skincare under the Beiersdorf umbrella.
“That experience was not only an immersion in international coordination but also a personal and cultural transformation,” she recalls. “We implemented ten Disruption workshops for the Nivea corporate brand across key markets worldwide. The cultural clashes were real—but the global perspective I gained was invaluable.”
The second major milestone has been her role at Hogarth Mexico. Joining in its entrepreneurial infancy, Laura has since led the organization through nearly a decade of transformation. “Each year has been dramatically different. From shaping our market offer from scratch to reinventing our operational model within the WPP network, this journey has been the most exhilarating and demanding phase of my professional life.”
Leadership with Purpose and Authenticity
At the heart of Laura’s leadership style is a deep belief in human potential. “I’ve always believed in learning from the best and hiring people better than me,” she says with humility. For her, leadership is about amplifying the strengths of those around her and fostering a culture where diverse perspectives are not only welcomed but essential.
Her guiding principles are rooted in coherence, honesty, and empathy—values that have helped her build strong, unified teams through both success and adversity. “A leader must be transparent and aligned with the team’s values. That’s what keeps us going during challenging times.”
Transforming Hogarth’s Role in Mexico and Beyond
Under Laura’s stewardship, Hogarth Mexico has grown far beyond its initial roots in localization and production adaptation. Today, the team leads full-scale creative campaigns, executing some of the most complex and high-stakes content strategies for both local and international clients.
“A lot of companies can produce content,” Laura says. “But what differentiates us is the pride we take in high-end delivery and our ability to scale through an intelligent operational model. I know that today’s CMOs struggle over how to feed the omnichannel beast without breaking their budget or sacrificing brand integrity. Our job is to provide that operational peace of mind, so they can get back to focusing on what they do best: creating brand magic.”
From local agency partnerships to regional and global accounts, Hogarth Mexico under Laura’s leadership has become a model of integrated, end-to-end production. “We’ve upscaled everything—our team, our technological capabilities, our infrastructure. But most importantly, we’ve evolved our production strategy to align seamlessly with each client’s goals,” she notes.
The Mexican Creative Industry on the Global Stage
Asked about the current state of the Mexican marketing and creative landscape, Laura is both optimistic and realistic. “In many ways, the challenges and opportunities we face are now global. Technology and AI have introduced new efficiencies, but also new risks, especially around data security and brand integrity.”
But she also sees Mexico’s unique advantages clearly: “Our geopolitical position, economic stability, and deep talent pool create incredible opportunities. Our professionals are known for their openness and collaborative spirit, which makes us uniquely suited to thrive in global environments.”
Innovation Through Technology—WPP Open
Innovation is not just a buzzword at Hogarth—it’s embedded in the very systems that power its work. A cornerstone of this is WPP Open, the proprietary operating system that integrates cutting-edge technologies like Generative AI and virtual production in a secure, brand-safe environment.
“WPP Open is our differentiator,” Laura says with pride. “While others experiment on public platforms, we build and test within a closed-loop system that protects our clients’ IP and allows us to innovate with confidence.”
Through collaborations with tech giants like Nvidia and Epic Games, Hogarth Mexico is not just keeping up with the pace of innovation—it’s helping define it. “This platform allows us to work smarter, faster, and safer—ensuring that creativity is never compromised by scale or speed.”
A Culture of Belonging: Diversity and Inclusion
Beyond strategy and technology, one of Laura’s proudest accomplishments is the culture she has helped cultivate at Hogarth. “Diversity and inclusion are not corporate checkboxes—they’re foundational to creative innovation and relevance,” she emphasizes.
Hogarth’s recognition as a “Best Place to Work for LGBTQ+” by the Human Rights Campaign for five consecutive years is a reflection of that commitment. “It’s a testament to our belief that when people feel they belong, they do their best work. That’s the environment we strive to create every day.”
A Standout Project: Scaling Creativity with Passport
Among the many high-impact projects under her leadership, one recent initiative stands out: a collaboration with the design studio Passport for a major North American client. The challenge? Delivering culturally nuanced, brand-consistent creative content at scale and at speed.
Hogarth responded by building a unified content supply chain that connected internal teams, clients, and partners on a centralized platform. The result was a marked reduction in delivery time without compromising quality.
“It was the perfect demonstration of what we believe in,” Laura shares. “Operational excellence is not separate from creativity—it’s the engine that allows it to scale effectively.”
Mexican Leadership with a Global Lens
Laura believes that Mexican professionals have an innate advantage on the global business stage. “There’s a resilience in us—a kind of creative resourcefulness that comes from navigating ambiguity. But equally important is our emphasis on human connection. We don’t just build partnerships; we build trust.”
This cultural duality of “grit and grace,” as she puts it, enables Mexican professionals to adapt, lead, and thrive in international settings.
Advice for Emerging Mexican Leaders
When asked what advice she would give to the next generation of creative and corporate leaders in Mexico, Laura’s response is precise and powerful:
“First, become a master of your craft. Deep knowledge is what gives you influence. Second, learn to translate your creativity into business results—ROI matters. And finally, stay curious. The future belongs to those asking the most insightful questions, not those with all the answers.”
This mindset of continuous learning and value creation has been a constant throughout Laura’s own career—and it’s one she encourages others to embrace.
Looking Ahead: The Future of Hogarth and the Industry
As she casts her vision for the future, Laura is both ambitious and focused. “I want Hogarth to become the intelligent operating system that powers marketing for our clients. That means building a content supply chain that is as smart as it is scalable.”
Her role in this future is to guide her team and create the right conditions for bold experimentation and innovation. “We’ve seen firsthand that operational excellence doesn’t stifle creativity—it enables it. My goal is to keep proving that, every day, through the work we do.”
Final Thoughts
Laura Flores Westrup represents a new era of leadership—one that fuses creativity with business acumen, embraces technological change without losing the human touch, and advocates for diversity not as a trend but as a necessity.
As the world becomes increasingly interconnected, leaders like Laura are not just shaping the future of their companies—they’re shaping the industry itself. And in doing so, they are putting Mexico firmly on the map as a global hub of innovation, resilience, and excellence in creative production.
Looking ahead, Laura remains focused on pushing the boundaries of creative storytelling, blending operational excellence with human insight to deliver work that resonates deeply and moves brands forward. In keeping with this spirit of innovation, Hogarth Mexico shares not only its vision but also its vibrant reality through a dedicated video experience. By scanning the QR code, readers are invited to step inside the energy, creativity, and behind-the-scenes dedication that bring each campaign to life — a living testament to the passion and collective talent driving Hogarth’s journey under Laura’s leadership.
Through this interactive experience, visitors can explore Hogarth Mexico’s creative universe in motion — from groundbreaking campaigns and innovative content solutions to insights on culture, technology, and the evolving art of storytelling. It’s more than just a showcase; it’s a window into the values and vision that fuel every project, every idea, and every success story. This seamless blend of creativity and strategic thinking reflects exactly what Hogarth stands for: inspiring connections, empowering brands, and redefining what’s possible in the global creative landscape.