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Juror Spotlight

Luis Bracamontes, Global Head of Content, Soly

Luis Bracamontes is a queer Mexican poet and brand marketing expert based in Rotterdam. Founder of the NGO Unwanted Words, an award-winning platform for LGBTQ+ poets in The Netherlands. Creator of the “Queer & Feminist Poetry Awards” and the “Queer & Feminist Poetry Anthology”. He holds a BsC in Communication & Marketing, an Erasmus Mundus Master Degree in New Media Arts, and 8+ years of experience working in digital marketing in 3 continents. Previous experience includes working with the Ministry of Finance of Malaysia, It Gets Better Mexico, the Dutch unicorn start-up Bunq, one of the world’s leading OTA’s Tiqets and most recently Soly, a solar energy player live in 7 countries aiming to become the utilities of the future, as Global Head of Content.

Read on to see how Luis reconnected with his “divine creativity” after experiencing a creative block, why he prioritizes listening to his audience and what he does to create a “sacred space” for brainstorming new content.

How do you cultivate a connection with a new audience?
It will sound like a cliché. The first step for me is deep listening—understanding who the audience is, what they need, and how they experience the world. I always tell my team that the main question that needs to be answered within seconds of our viewer/customer/audience interacting with our content is “what’s in it for me?”, “why the heck should I care?”. So we try to immerse ourselves in their stories and ask ourselves how we can serve them through our own lens. Then, we focus on aligning the message with their core needs and desires.

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