An Interview with Rosendo Travieso | Momentum Ambassador

Momentum London
Aug 23, 2017 · 3 min read

Our ambassadors are a key part of our Momentum programmes. They are the ones that support our startups with the insights, experience and introductions that help them develop their strategy, open doors and scale their business efficiently and effectively.

This week we interviewed Rosendo Travieso, Head of Product at Kinetic Worldwide and former Head of Digital Product Management of Westfield. He is one of our rapidly growing network of 200+ ambassadors.


Rosendo Travieso

With a background working at large companies such as Telefónica, Westfield and now Kinetic Worldwide; we wanted to learn a little more about him and how he sees corporates and startups successfully working together. Read the interview below:


Hi Rosendo, how long have you been working at Kinetic Worldwide and what is your role there?

I joined Kinetic Worldwide back in June 2017. Kinetic is the specialist Out of Home advertising agency from the advertising multinational WPP.

I am responsible for the development of global automation and programmatic trading products for Digital Outdoor Advertising. Integration of open data and location awareness for dynamic activations and demonstrating tangible return on investment for our brands and clients.

What motivates you in your job?

I believe it is the challenge of creating a completely brand new product line that will be part of the future of out of Home advertising globally. We are building the bridge as we walk over it.

Taking your experience from working at Westfield and Telefónica, what’s the biggest mistake you see startups make when working with large corporates? Do you have any tips on how to improve?

I have carried out market validation reviews with a number of startups this year. I believe the key area which tends to be missed by startups is about understanding the corporates key pain points and how to identify pain relievers and benefits from their value proposition. Their needs are very specific and related to their Line of Business. Startups require a more exploratory approach which involves trials to validate the service with large corporates as sales cycles are substantially longer.

What is the key criteria you consider when looking at innovative startups to acquire or work with?

Different criteria would be used but the driving force would be about how the startup’s value proposition can solve specific problems and differentiate our service capabilities with our customers.

Could you share a best practice on how large corporates can work with startups?

Having industry innovation events and accelerators are great examples of best practice. At Westfield, we had a partnership with the R/GA Connected commerce accelerator which provided opportunities to Westfield to identify exciting startups and in some cases investment opportunities.

What interested you in becoming an Ambassador for the Momentum London programme?

The opportunity to be involved in the next wave of innovation in B2B space and provide a view of how large corporates can engage with innovative startups.

What new technology are you currently excited about?

As I am currently working on AdTech, I believe AR/VR and Location awareness for Digital Out of Home are the most compelling technologies today. I believe they sit at the intersection of the digital and physical worlds and enhance our customers experiences with exciting activations.

Exciting indeed, thanks Rosendo!

If you’re interested in becoming an ambassador yourself, you can get in touch with us here.

)
Momentum London

Written by

Supporting B2B startups validate their proposition with large enterprises & open commercial conversations via the Momentum London Programme.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade