Liz Pasillas and Jonalex Herrera flew to Mexico City in 2022 for EXMA, a business and marketing summit with thousands of attendees and a bill that included Tony Robbins and Ricardo Salinas.
The agency's own account of the trip describes going for la innovación y la búsqueda de nuevos retos
— innovation, and the search for new challenges. The EXMA speaker programme was built around entrepreneurial growth and, that year, around getting past fear in order to grow.
Events like this pay off when they change how a company thinks, not when they are large.
New Discovery was in the middle of moving from a smaller digital-services identity toward a more ambitious operating model, with stronger capabilities and sharper positioning. What EXMA offered was exposure to harder business language, a wider peer network, and a more demanding standard for how brand, strategy and execution fit together.
The Mexico City trip belongs to the same year as the Borderplex supplier rooms.
Juárez Exponencial is that period translated into maquiladora and supplier networking on the border. Between the two, the agency was buying itself a wider view of where growth work was going.
The reach the trip was about shows up later as cases and a product.
A decade of New Discovery Agency traces the move from production roots to a multi-unit operating model. Trainlight is what productisation looked like, and Johnson & Johnson is immersive execution inside a regulated training environment.