Sebastial Moltedo y Alejandro Berbari
Partner and Senior VP Creative Director Alejandro Berbari and Creative Director Sebastian Moltedo, both at MARCA, feel the Hispanic market needs to adapt to modern times, because women have not had the same chances to get ahead. “There are few female creatives in the Hispanic market. There are plenty of women in Accounts but the creatives are practically all men. And while Latin America is full of female creatives, it also has very few women working as film directors.” Berbari also noted that the industry is shrinking on a global scale, and the equation of winning awards and gaining a reputation through accolades and thus earning more money is broken because “awards no longer have the importance they used to.” He added that clients have gradually slashed their budgets, which in turn has changed the situation in ad agencies. “The same amount of work now earns 50 percent less than it did two or three years ago. Many clients want to do their advertising in-house and others want to have their own agencies that only work for them, which means they can dictate to the agencies exactly how much they’re going to get paid.” In general terms, he said, the industry is in a moment of reinvention: “The other existing method is for several agencies to be constantly competing for the same project. These are agencies of pure muscle, agile structures and constant competition.”
