Guanaes: El mensaje es uno, cambiemos el mundo
During his participation in the second day of the Festival of Media, Nizan Guanaes, founder and partner of ABC Group, spoke with PRODU about the creative landscape of Latin America today. Guanaes said that storytelling is the center of advertising, but noted the importance that represents the media buying from the creative agencies. “Brazilian agencies will buy media. That makes us very strong and business-oriented,” he said. According to the executive, Brazil is the most sophisticated and powerful market of Latin American. “We have rules that make us competitive. The Japanese do the same and that’s why Dentsu is the world’s largest agency,” he added.”Our first concern is our customers. I do not make commercials for Cannes jury, although I have won more than 100 lions, but my focus is to advertise to connect people. Guanaes finished highlighting the cultural importance for creativity. “More and more and more people are doing publicity for the Cannes jury, but they are forgetting their own culture. I think our companies are respected, because we create hits and successes, we create advertising that Brazilians love and our strength comes from it,” he said. “Let us not be cowards, let us not stop in our comfort zone. If you were born poor in Venezuela, or do not have resources in Argentina, or you’re a middle-class child in Colombia, do not be afraid of anything,” he concluded.
