CEO and Founder of KOI IXS, Edwin Miranda, has been described as bold, as passionate, and as a leader. But his clients describe him primarily in one way, effective. “I believe that maturity changes our outlook, but to achieve any mature state, we must go through those life-changing experiences.” Said Miranda in a recent interview. And to get a better idea of the man, here are some of the ‘life-changing’ experiences that Miranda has used to form Puerto Rico’s most promising marketing and advertising consultancies.
Before we get into the man behind the business, perhaps a little on the business itself is necessary. Founded in 1994, KOI IXS is now a full-service, performance-driven marketing agency. The same agency that is behind Puerto Rico’s ‘We’re Ready’ campaign that is led by Luis Fonsi of ‘Despacito’ fame. The agency has found success with their heightened vision of the current digital landscape. The agency’s site states, “We believed in a new world where everything is measurable and optimized for performance, including, and especially, creativity and content.” But back in 1994, KOI IXS was just an idea Miranda was working on.
Performance marketing has always been a thing for Miranda. It is one thing to make promises and lofty expectation about the power of the media, but it is another to produce definite results to your clients. When asked how Miranda fulfills this need for direct results, he humbly pointed to his staff. “I’m privileged to lead a passionate and talented group of designers, thinkers, creators, and strategists. Every day, I help align our vision and unite our shared creative talents to produce work that is worth creating,” said Miranda, “Leveraging a rich history of influential brand work and a passion for marketing technology, I enjoy giving our clients the edge they need to succeed in today’s cluttered market.” Passion is always an essential ingredient to Miranda ventures.
Offering holistic solutions for his clients requires holistic self-care which Miranda maintains daily. Not only an advertising man, Miranda wears many hat’s which require constant vigilance and the power of routine. Miranda is up early every morning checking curated news feeds and responding to client’s messages all before breakfast. After breakfast and a quick ride on his stationary bike, Miranda makes time for his wife and kids in the morning and, “if my schedule allows, I take the kids to school. After that, I am off to my daily 7:30 am meeting and off to the day.” It is this type of routine that has brought consistent success to Miranda and his clients.
Such a purpose driven life does not happen on accident. Miranda points out that big goals are only achieved through the persistent pursuit of the mundane. He personally keeps a list of to-dos’ and is checking his accomplishments of that list constantly. Miranda reflected, “My list includes short term, medium term, and long terms goals and the people and resources needed to achieve them. A consistent system that allows for a frequent check and balances is key to my daily wins and successes. I do this over and over almost obsessively.”
Although breaking out of the expected is also important to Miranda on his journey to the top of Puerto Rico’s advertising industry. “[B]e willing to try something that scares you. When you are complacent you cannot move forward and grow.” Miranda told ideamensch in a recent interview. “Be bold, be passionate, make mistakes — the same thing I did. I believe that maturity changes our outlook, but to achieve any mature state, we must go through those life-changing experiences.”
On the Sunny Side of the Street with Edwin Miranda: Part 2
So far, we have been discussing the daily life of Edwin Miranda, CEO and Founder of KOI IXS, and how he has made it to this point in his career. Through the constant pursuit of greatness and an unwillingness to fit the typical advertisement mold, Miranda has perfected his power of performance method to marketing. But it has hardly been a cake-walk for Miranda. “Every failure, the biggest and the smallest ones, have helped me to get closer to my goals and life purpose.” Miranda told Ideamensh.
Hurricane Maria affected the territory of Puerto Rico deeply, and Miranda knew that to mitigate the effects of such devastation would take a long-term solution. He and KOI started the ‘We Are Ready” campaign to jump start Puerto Rico’s tourism sector after the hurricane. “Since we endured and overcame a category five (5) hurricane in Puerto Rico the words resilient and resiliency are part of our daily life. In my experience, these words have had great importance.” Said Miranda. But resiliency is nothing without a clear idea of where you are going and what you are trying to do. By putting his 25 years of experience in the marketing sector to good use after the hurricane, Miranda helped his homeland in ways not many others could.
“Resilience, endurance, commitment, focus and the relentless pursuit of what I believe to be my path are all part of my key to succeeding in overcoming any obstacle.”
If there is anything more exciting than where a successful man like Miranda has been, it’s where he is going. Miranda see’s the marketing world shifting as a result of new technologies. What is better yet is he knows how to make the most out of technologies such as predictive learning and artificial intelligence. Attribution and Predictive Marketing are the future for the industry, although Miranda has always strived to bring about results. Miranda reflected, “I have always been a fan of results, of delivering and driving bottom line results to my clients and partners but that was really difficult to measure and execute with the technology of the past.” But that was the past and it is now 2019. Miranda described how his agency is using technology to bring about changes to his clients and within the industry:
We live in an exciting time, today we can use machine-learning technologies to improve customer acquisition and customer growth, and how to identify and re-engage at-risk or lapsed customers by implementing an easy, automated approach to predictive analytics. Today, for the first time, we can not only predict but attribute our sales and results to the right outlets, both online and offline to provide our clients and our teams with real time data.
For years now, futurist and science fiction novelist have described a personalized approach to marketing, but predictive analytics are finally making this feat happen. And not just for large companies explained Miranda, “For the first time, predictive marketing is accessible to all marketers, not just those at large corporations — in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs… The fact that today we have the technology and knowledge to attribute sales at every level of the sales funnel is as exciting as it gets.”
On the subject of technology, Miranda recommends the book, Predictive Marketing to get a handle on the future of marketing. “Predictive Marketing is one of those books that changes your outlook and amplify your current knowledge.” Miranda believes the marketing paradigm is over and the book explains this in detail. “We are experiencing a new reality, a new way of interacting with technology and a new way of buying and experiencing ads. This book provides a blueprint for navigating the transition from creative-to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences.”
If you would like more information on Edwin Miranda and where he is taking KOI IXS, please visit https://www.koiixs.com/
