Razzetti; Hemos ganado más espacio, y creo que el tipo de pensamiento creativo nos hace muy atractivos para los clientes
Gustavo Razzetti, Executive VP and CEO of Lapiz, talked with PRODU about the new kind of thinking that the agency provides to its customers, a decision that has allowed them to grow significantly this year. “Today, customers think less in terms of geography and groups, and give importance to find the right thinking to solve their challenges, and that’s what we offer, a type of more innovative, agile thinking, with different solutions and in less time,” Razzetti said.So far this year, the agency has obtained multicultural accounts like: Mexico Tourism Board; Advance Auto Parts; Silk, among others. “There is going on a lot at the agency, it has been very good year for us in terms of growth,” he added. The executive said the agency has successfully diversified and today is not only dedicated to the Hispanic and general market in the USA, but is also consolidating projects in Latin America and Canada. “With Mazola, we started managing the Hispanic market, general market and now Canada.”According to the executive, Lapiz is differentiating due to the creative thinking (outsider perspective) they are offering to their customers. “We won more space, and I think the kind of creative thinking makes us very attractive to customers.” Razzetti said that Lapiz totally changed its creative process. “We’re applying design thinking, innovation methodology that was developed at Stanford.”It’s a methodology that works much on problem solving using collaboration techniques and offering various kinds of thoughts,” he said.
