Paco Olavarrieta
While Covid continues to renew its visa, the ad industry’s response to the pandemic will be capitalized by the online world. According to Paco Olavarrieta, CCO at d exposito & Partners, the virtual world will continue to prevail. “Zoom meetings, pitches and webinars will remain the order of the day. Even Cannes Lions has already launched its Masterclass series” he said. In terms of communication, he believes the main messages will be those that allow people to “escape” from reality. If even for just a few seconds, they will continue to welcome the likes of “the Tik Tok video of a skateboarder drinking Ocean Spray to the tune of a Fleetwood Mac song that went exponentially viral. It’s a great example of how we long for messages that make us feel better and remind us that behind the dark clouds the sun keeps shining.” Regarding the U.S. elections, Olavarrieta hopes the new administration can help the Hispanic segment monetize its services. He also believes that “the boost in advertising will be felt across the entire industry, so it will naturally extend to multicultural as well.” He added that one thing he discovered while helping out with household tasks during the pandemic was his talent for cooking. “I found that unlike advertising, where we constantly seek to break the rules, in the kitchen it’s better to follow the recipe and not get ‘creative.’ “
Lucha vs. Virus, una de las campañas más reconocidas de d expósito & Partners
d expósito & Partners festeja sus 15 años en un encuentro virtual
