Kokũ's Anthony Rojas on Earning Trust in a Saturated Market
In a market where audiences are flooded with messages, visibility alone no longer builds a brand, according to Anthony Rojas, director of the agency Kokũ. "People have a huge amount of information and a huge amount of options," Rojas argues, so brands must earn trust rather than simply appear or advertise heavily. The real competition, he says, is no longer only local: national brands now face movies and series with million-dollar budgets for the audience's attention.
Rojas sets out five building blocks: listen more than the brand speaks; think long term; act on what the brand promises; invest in creativity within a solid strategy; and build reputation every day rather than in single campaigns. He adds that brands must be willing to take a public stance and open conversations that were once considered difficult or risky for a company.
At Kokũ, the approach translates into a close client relationship, more like shared work than a simple service, with direct dialogue and human contact. Rojas insists the starting point is not the creative idea but the basic questions: why the brand exists, what it contributes and what place it wants in people's lives. "A pretty idea that doesn't move the business is useless," he says. Fewer decision layers, he argues, make it easier to correct course and keep processes flexible.
Content, he adds, has become part of a brand's daily identity rather than an occasional campaign tool. AI can make marketing faster and more efficient, but it does not replace intuition or human reading. Rojas is optimistic that Paraguayan brands can compete with regional players if they raise their own standards.
Why the Five Moves Are Really One Strategy: Consistency
Trust as the new differentiator
Rojas's argument reflects a broader claim in the industry: in crowded attention markets, interruption-based advertising loses power, and credibility becomes the scarce resource. This is an opinion expressed in the interview, not a market measurement, but it explains why his framework puts listening and coherence ahead of creative noise.
The five moves share one logic
Listening, long-term planning, keeping promises, strategic creativity and daily reputation building are not separate tactics. Each one pushes the brand toward consistent behaviour. That consistency, Rojas says, is what turns trust into preference. The implied test for any campaign is whether it advances a clear purpose and a concrete business objective at the same time.
Agency structure as part of the message
Kokũ's emphasis on independence, proximity and agility reinforces the advice: fewer decision layers make it easier to correct course and to let more voices into the work. Whether that model outperforms larger agencies is untested here, but it is a coherent explanation of how the agency tries to practise what it preaches.
Applying Rojas's Brand-Building Rules in Daily Marketing Work
For marketers and brand builders, Rojas's framework is practical. The key habits implied by his five moves:
- Define the brand's reason for existing before approving creative work; Rojas says clear answers to "why does this brand exist?" prevent empty campaigns.
- Use consumer conversations as campaign material: audiences are already stating opinions and leaving clues that can reveal a genuine tension worth building on.
- Judge ideas by business impact as well as originality — "a pretty idea that doesn't move the business is useless."
- Treat reputation as an everyday activity, not a launch-week event, and make sure actions match the brand's stated position.
- Let AI speed up execution, but keep human interpretation in charge of strategy, since Rojas sees technology as an ally rather than a substitute.
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