Essay 603

From marketingymedios.com…

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Creatives, Planners Discuss Latino Creativity at Clio

By Mariana Lemann

Panelists during an educational session this weekend at the 47th Clio Festival in Miami Beach said that the most important distinction in Latino advertising, in the U.S., Latin America, Spain and Portugal, is the creative mindsets of advertising executives.

“Advertising created by Latinos is more exportable,” said moderator Alex Pallete, vice president of account planning at New York-based The Vidal Partnership. He noted that a brand’s strong positioning in the marketplace helps the promotion of Latin ideas beyond its boundaries.

The lack of resources encountered by many Hispanic advertising agencies can help boost, in an ironic way, shops’ creativity. “Necessity is the mother of invention and creativity,” said Laurence Klinger, senior vice president and chief creative officer for Chicago-based Lápiz.

For Ignacio Oreamuno, founder and director of online creative archive ihaveanidea.org, his work in Latin America has taught him to get his creative ideas in order the first time around. In North America, he says, “If something doesn’t come up right, it can be fixed in post-production.” But in Latin America, the resources for those kinds of changes are limited, he says.

Other panelists included Fernanda Romero, executive creative director for Lowe New York; Salvador Veloso, partner and creative director for Miami-based Concept Café; and Andrew Speyer, director of account planning for Miami-based Zubi advertising.

Founded in 1959, the Clio Awards competition recognizes creative excellence and innovation in advertising. The festival takes place through May 16.