Seidl: A veces tenemos que entender más lo que entretiene al consumidor que lo que tenemos que explicarle
Fabio Seidl, Senior VP and Executive Creative Director of Lapiz, was invited to participate in the FIAP 2014 awards, as a juror for the Graphic and design category. I am honored to be invited to represent the US, after just a few months working in this country. It is a great responsibility said Seidl to PRODU.As a juror, he makes sure the pieces that call his attention are those original, relevant and well designed. Finding the perfect balance is the key he stated.To Seidl, creativity is above effectiveness, though he thinks everything is subjective. Sometimes, effectiveness is simply measured by making the consumer to click or buying the product, but for me, creativity is about making the consumer be surprised, understand and memorize; that is our job as a creative staff he assured.Regarding the US Latino market creative level, the executive considers that it could be better. We are seeing a lot of non-risk ideas in the different areas. Sometimes, we have to understand more what amuses the consumer than what we have to explain to them he added.About his opinion on Total market, Seidl thinks the market is living a thrilling time, in which people and culture are quickly evolving. The more we study about this new America, the more interesting it gets. And that is exactly what agencies should do: to invest in talents able to understand what a difference will make for this new audience he ended.
