An agency's trajectory is not measured solely by time, but by the consistency of its purpose and its ability to transform without losing its essence.
EAt GJ Comunicaciones, we've traveled a path full of learning, challenges, and reinventions that began with my mother 30 years ago, Guiomar Jaramillo, a woman who paved the way for public relations in Colombia. Her recent recognition in the 500th edition of this magazine reminded me once again of the depth and value of what she built and made me question how we have continued the process of further strengthening GJ Comunicaciones over these years. And yes, I take this opportunity to congratulate P&M on this achievement that marks the evolution of an entire industry.
Ever since I joined the agency in 2015, I've frequently heard that working with family is difficult, that conflicts are inevitable, and that there are always tensions, expectations, and comparisons between generations. And although I know many stories confirm these fears, ours has been a different experience. Not because we haven't had disagreements – of course, we have – but because they've been so minor that today they make us laugh. The color of a banner on the website, a photo one likes more than the other, the placement of text in a brochure, and the menu served at one of the events. Minor things within a larger project that has always united us: building a solid, humane company with a clear purpose of continuing to build the country and train great professionals.
When I think about why this transition has worked, I realize it hasn't been by chance. It's been intentional. It's been generous. It's been humble on both sides. Both my mom and I understood from the beginning that it wasn't about imposing, but about adding. She brought her experience, her intuition, and her vision for communication. I brought my education, my energy, and my desire to transform a model that had been successful for twenty years but needed to adapt to a more dynamic, digital, and global world.
Building on what was built became our pillar. I never felt like I had to start from scratch. Nor did I want to change for the sake of changing. I focused on evolving, on strengthening what already existed, and on giving a new dimension to what could grow. I learned to honor history while driving innovation. I learned to value the stamp of trust that Guiomar and Jaime Alberto Beltrán, our unconditional partner, sowed in the sector, that combination of ethics, rigor, and commitment to Colombia that opened so many doors and built so many relationships.
Today, ten years later, I remain convinced that the most valuable asset in a family business is the ability to find common ground. To understand that legacy is not a burden but a gift. That tradition does not contradict innovation; it is enhanced by it. That growth does not mean erasing, but expanding. And that new generations do not come to replace, but to continue a story with new nuances, new tools, and new ambitions.
Celebrating thirty years means celebrating those who started this journey, but also those who are pushing it forward today. And for me, there is nothing more inspiring than building a company that honors its past while fearlessly betting on its future.
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