Curiosity, Commitment and Culture: Catalina Aguirre’s Leadership Essentials

Catalina Aguirre is the managing director of GUT Madrid, bringing almost two decades of international experience leading top global accounts and creative teams across Latin America and Europe.

Before joining GUT Madrid, she served as global account director at LOLA MullenLowe and international account director at GUT Buenos Aires, driving award-winning campaigns for major global brands. Catalina’s leadership blends strategic vision, creativity, and cross-market expertise to deliver impactful, culture-driven work.

Catalina spoke with LBB about the learning curve that came when she opened the doors of GUT Madrid and the complex human side of leading a team.

LBB> What was your first experience of leadership?

Catalina> Actually, my first experience started at the beginning of 2024, when we opened GUT Madrid. Up until that point, I had been responsible for managing clients and leading projects, but building an agency from scratch was an entirely different challenge.

It wasn’t just about managing accounts or campaigns anymore – it was about shaping a culture, creating processes, and motivating a team toward a shared vision.

LBB> How did you figure out what kind of leader you wanted to be – or what kind of leader you didn’t want to be?

Catalina> I’ve never sat down to consciously define the kind of leader I wanted to become, nor to draw a list of leadership styles I wanted to avoid. Instead, my leadership has been shaped organically by the people around me.

One of the greatest privileges of being part of the GUT network is the opportunity to learn every day from inspiring leaders across different offices around the world. I don’t have one single model to follow; rather, I gather insights from many different approaches and adapt them to my own style.

LBB> What experience or moment gave you your biggest lesson in leadership?

Catalina> The biggest lesson has come from the process of building GUT Madrid itself. Over more than a year, I’ve realised that leadership is less about having all the answers and more about learning to adapt quickly while never losing your essence.

Every day teaches me something new whether it’s with clients, with talent, in new business pitches, or through the way we structure our work internally. There are countless ‘open games,’ as I like to call them, that constantly test your resilience. The key is embracing that uncertainty and responding with agility without compromising what makes you unique.

LBB> Did you know you always wanted to take on a leadership role? If not, when did you start realising that you had it in you?

Catalina> No, I never had a grand plan to become a leader, it happened naturally. My career has always surprised me, and I’ve always been open to those surprises. I thrive on new challenges and constant learning, and I get restless if I feel I’m not moving forward.

So, when [GUT co-founder] Gastón Bigio invited me to take part in opening GUT Madrid, I didn’t hesitate for a second. I knew it would be a huge challenge, but I also knew he would be there to guide and support me. That combination of trust and opportunity was the moment I truly stepped into leadership.

LBB> When it comes to 'leadership' as a skill, how much do you think is a natural part of personality, and how much can be taught and learned?

Catalina> I think leadership is a mix of both. There are certainly natural traits like curiosity, empathy, and resilience that help, but leadership is mostly about commitment, discipline, and the willingness to constantly learn. It’s not an easy task, and the biggest mistake you can make is to think you already know everything. The moment you fall into that trap, something or someone will challenge you and push you outside of your comfort zone.

LBB> What are the aspects of leadership that you find most personally challenging? And how do you work through them?

Catalina> I think the biggest challenge you face every day is managing talent, because human beings are complex; I am complex myself.

Processes, structures, and business strategies can always be adjusted, but people are unique, and constantly evolving. Leading a team means learning how to bring out the best in everyone while still keeping things coherent and aligned with a broader vision. No two people are the same, and every day brings a new challenge.

LBB> Have you ever felt like you’ve failed whilst in charge? How did you address the issue and what did you learn from it?

Catalina> Yes, failure is part of leadership. In fact, I feel like I fail almost every week in one way or another. But instead of letting that discourage me, I see it as part of the process. Every mistake is an opportunity to adjust, learn, and improve. The key for me is not to fear failure, but to use it as a stepping stone to becoming a better leader.

LBB> In terms of leadership and openness, what’s your approach? Do you think it’s important to be as transparent as possible, or is there value in being careful and considered?

Catalina> I strongly believe in honesty, and my favorite GUT value is transparency. For me, it’s the only way to build trust and truly connect with people. That said, transparency also requires responsibility, you need to know how and when to communicate certain information. I’ve learned that being a good leader doesn’t mean saying everything at once, but rather managing information in a way that’s clear, honest, and constructive, without ever hiding the truth.

LBB> As you developed your leadership skills, did you have a mentor? And on the flip side, do you mentor aspiring leaders yourself?

Catalina> I’ve been fortunate to have many mentors throughout my career, in GUT Buenos Aires, and in other agencies like Ogilvy, FCB, LOLA MullenLowe, and Ponce. I won’t name just one person because I know I’d leave someone important out, but I’ve always found people to admire and learn from, and sometimes I’ve also learned by observing what I wouldn’t want to replicate. Beyond formal leaders, I’ve also learned an enormous amount from my peers and my teams.

Since I was a child, my family noticed I was always asking questions, that curiosity has been my way of learning and shaping my perspective.

LBB> In continually changing market circumstances, how do you cope with the responsibility of leading a team through difficult waters?

Catalina> The key is adaptability without losing your essence, both as an agency and as individuals. Markets shift, trends evolve, and clients change priorities, but what must remain constant is your identity and your values. With teams, I find that transparency is essential. That doesn’t mean overwhelming people with bad news, but rather involving them in the process so they understand the challenges and can grow from them.

LBB> As a leader, what are some of the ways in which you’ve prioritised diversity and inclusion within your workforce?

Catalina> At GUT, diversity isn’t just a nice-to-have, it’s fundamental to who we are. We truly believe it makes us stronger, richer in perspective, and better equipped to understand the world around us. We even have a dedicated diversity, equity, and inclusion team in the office that constantly pushes us to do better, not only in the work we deliver, but also in how we build and nurture our teams.

LBB> How important is your company culture to the success of your business? And how have you managed to keep it alive with remote and hybrid working patterns?

Catalina> Our culture is without a doubt GUT’s strongest asset. Some even think its too much, because of how united we are and how consistently we operate under our shared values.

Gastón Bigio and Anselmo Ramos are deeply invested in maintaining that culture, and their passion is contagious. It flows from them to the leadership team, and from us to the rest of the company. In many ways, I think we are our own best client, living proof of the values we preach.

And at the heart of it is our belief that bravery means business: being bold is not just a creative stance, it’s a cultural one. It’s how we challenge ourselves, support each other, and keep our spirit alive, whether we’re together in the office or connected remotely.

LBB> What are the most useful resources you’ve found to help you along your leadership journey?

Catalina> Run every morning, to keep my mind fresh and ready to face any challenge.