DEX Quinceañera
In times of Covid-19, reinvention is part of the ad industry’s agenda. The multicultural agency d expósito & Partners, for example, reformulated the celebration of its 15th anniversary and opted for a virtual feast on May 5, the date of its foundation in 2005. Though the event was initially to be held as part of the annual CMC Summit, the pandemic led the management to transform the event to a Zoom meeting that lasted approximately two hours, with many stories shared about the agency and its triumphs and awards over the past 15 years, along with personal experiences and ideas for the future. “It was very moving and we felt truly connected. It was very personal because you had access to everyone’s home, and suddenly one of their children or a dog showed up…seeing co-workers with whom you’ve worked for such a long time from that perspective makes you understand them better than you ever did,” said Louis Maldonado, partner and managing director of d exposito & Partners. The event’s program explored the different aspects and achievements of the agency. “It was a very good thing to have an agenda, a conducting thread that provided an account of the agency´s 15 years, year by year. Anecdotes popped up that gave it a very good spine,” said Paco Olavarrieta, the agency´s chief creative officer. “One of the things we as the agency family are grateful for is that everyone has been able to work from home yet remain very close and manage to do their jobs. Our people were more productive than ever,” Maldonado said. The leadership team plans to organize a celebration in person once a meeting of that nature is appropriate, he announced. “Perhaps a sweet sixteen in 2021 that reflects the agency’s multicultural perspective.”
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