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Last Update: Tuesday June 18, 2019

Key Idea: Keep Learning

Zubi Advertising has deep roots in being open to learn how to overcome big challenges.  They are all open to being mentored and to mentoring others.   More...

Key Question:


Find people to work for you who want to grow personally.

Q: Is it better to hire the person with the right experience or one with less or no experience who is more eager to learn?

A: Of course, you’d love to find both in one candidate. But sometimes you have a position you just have to fill and this is the choice you will be faced with. We are tempted to go with experience because the learning curve is shorter, we don’t have to invest as much time in training, and we have the need RIGHT NOW. This is short-sighted. Over the long term, the motivated employee who wants to learn, to succeed, and to advance in our business, will be the better employee.

Employees are costly investments. When you are replacing one, think long term and go with the best and the brightest, even if he or she is not the most experienced.

Tere’s first boss in the US  was so impressed with her response,  “I don’t know but I will learn,” that he hired her for a position that she didn’t really have the skill set for.

Think about it

Do you hire people who want to learn?  What is the upside of hiring people who don't want to learn?  Is your business growing?  If not, could it have to do with the type of person you hire?  Would it be good for your future to consider making your business a learning company?

Clip from: Zubi Advertising

"Hispanic Business Is Big Business."

Miami:  This story begins back in Cuba in the 1960s, but we pick it up in 1976 when Tere Zubizarreta started an advertising agency that specialized in crafting messages to Hispanic markets. 

She was a very different kind of revolutionary.  Che Guervara would lust to do what Zubi has done.

Today Zubi Advertising is the largest independent buyer of advertising on Univision. Their success is based upon insight that comes from a deep, empathic understanding of people. You will learn that this advertising agency applies science to lights, cameras and plenty of action.  Plus, we look inside Cuba, marriage, and the dynamics of family business.  It is tough stuff.

Zubi Advertising is the largest privately-held, full-service Hispanic agency in the U.S. with offices in Detroit, Los Angeles, Dallas and San Antonio and over 100 employees.   Their work is to champion and empower other people's dreams. And, Tere Zubizarreta did it in rather extraordinary ways. Tere will always be remembered for trying to give the credit for her work to someone else.

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Zubi Advertising

Joe Zubizaretta, CEO

355 Alhambra Cir., 10th Fl.
Coral Gables, FL 33134

Visit our web site:

Office: 305-448-9824

Business Classification:

Year Founded: 1976

Keep Learning

HATTIE (Voice over): From her Miami headquarters with satellite offices in Los Angeles, Chicago, Houston, Detroit and New York, Tere's 70-person team works to craft the precise message that will speak the language of its target market.

HATTIE: In 1973, Tere opened her own ad agency with the encouragement of friends who loaned her office space and a typewriter. Today, she owns this building and will handle $80 million in billings for a list of blue chip companies, including American Airlines, Ford Motor Company and S.C. Johnson, maker of Windex, Ziploc, Pledge and many other consumer products.

TERESA: First, my husband started a small business of his own which really didn't go very well. So one day, he said to me, `I think that you should look for a job'--I had secretarial skills--`because we have to declare bankruptcy.' And as a typical, obedient Cuban wife, I looked for secretarial opportunities in the classifieds.

The first attempt I made was an insurance agency. Believe it or not, they did not hire me because I was Cuban.

The second job (interview) I went to was an advertising agency. And I didn't know anything about advertising. I didn't even know how to use an electric typewriter because I had learned on a manual. And the person that interviewed me--everything he asked me--he would say, `Do you know anything about advertising?' And my answer would be, `I don't know, but I'll learn,' and so forth. And every time he--`I don't know, but I'll learn.' So that was a Friday. And Monday morning, I get the call that I got the job. And then I asked later on--Mr. Gilmore, who was my boss, Al Gilmore, I said, `Why did you hire me?'

He said, `Because I have never met a more honest answer in interviewing any person, because you did not try to fool me. You know, you were straightforward and said, "I don't know, but I will learn."'

HATTIE: Did he go on to say, `I want to hire people who want to learn'?

TERESA: Yes. When I told my husband and my father that I was going to start my own business, they both told me, `You'll never make it because you're a Cuban and you're a woman.' And that's precisely where I saw the opportunity because I figured I'm a woman, I'm 34 years old. I am the primary target for any kind of advertising, you know. Women 25 to 49, that's the target for anything.

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