More than six years ago, Grupo Gallegos announced that Curro Chozas was going to be appointed and promoted to creative head, in the agency located in Long Beach. His work for clients such as Energizer, California Milk, Comcast, Fruit of the Loom, Partnership for a Drug Free America, to name some, granted him this recognition. With more than 10 years in the industry, Chozas is still facing new and better challenges.Last days he was appointed as a juror for the USH Idea Awards. “It is very interesting for a creative to be invited to debate with colleagues about creativity. In this case, it is even more suggestive since I respect the majority and admire them so much,” he added. His criteria when qualifying a piece is sealed with the enthusiasm of seeing a work never done before; besides, he stressed that somehow that project must produce a harmless envy. “We want to say many things to many people in a few time,” Chozas said to PRODU when talking about the Total Market evolution. “Sometimes, when pleasing everyone, we run the risk of not pleasing anyone, in my opinion, this is a very interesting and funny creative challenge,” he added. The director considers that the essential part is that creativity goes always hand in hand with effectiveness. “One way or another, we get paid for being effective when solving a communication or marketing problem,” he ended.
