On episode 97 of Creatives Grab Coffee, we sit down with Rodrigo from Republic24, based in Monterrey and Mexico City, for an inside look at building a sustainable video production company in Latin America. Rodrigo shares his journey from film school to founding Republic24 over a decade ago and discusses how he grew the company without loans, relying on organic growth, smart hiring, and an unwavering belief in Google Ads as a lead-generation tool. We explore his strategic expansion into industrial video content, how his team has tapped into cross-border collaborations with U.S. clients, and why niching down into B2B content has been a cornerstone of their success. Rodrigo also opens up about building a strong internal company culture, his cautious approach to scaling, and plans for a third location in Guadalajara.
Creatives Grab Coffee is produced by Lapse Productions, a video production company based out of Toronto, Canada. Reach out to them for your video production needs.
SPONSORS: Canada Film Equipment and Audio Process
Watch: Growing a Video Business with Google Ads (ft. Republic24) #97
Listen: Growing a Video Business with Google Ads (ft. Republic24) #97
Key Takeaways
- Bootstrapped Growth: Rodrigo built Republic24 without taking on debt, focusing on organic growth and careful financial planning, especially when opening new offices in Mexico City and potentially Guadalajara.
- Google Ads as Core Strategy: From day one, Rodrigo used Google Ads to generate leads, becoming an early adopter in Mexico. It remains their most effective marketing tool, especially for B2B outreach and international clients.
- Niche in Industrial and Foreign Client Work: Republic24 found success focusing on industrial videos (e.g., training, manufacturing processes) and offering high-standard English-speaking production services to U.S. and European clients needing video in Mexico.
- Lean and Flexible Hiring: The team scales through calculated short-term contracts, often leading to long-term hires, with roles focused on editing, sales, and admin support to reduce Rodrigo’s operational workload.
- Employee-Centric Culture: Rodrigo prioritizes employee well-being, fostering loyalty through team-building activities like shared lunches, creative book clubs, and “Viernes Chilango” (half-day Fridays for social bonding).
- Pandemic as Growth Opportunity: While the pandemic caused a temporary pause, it ultimately highlighted the value of video. Republic24 pivoted to virtual events and recovered business quickly within months.
- Long-Term Expansion Plans: Rodrigo aims to expand to Guadalajara but remains cautious, preferring to first build a client base before hiring locally to ensure sustainable growth.
- Client Retention Focus: Though most sales come from inbound Google Ads, Rodrigo acknowledges the importance of maintaining relationships with existing clients and plans to explore more personalized, systematic follow-up strategies.
