MERCADEO Versión en español
Adrián Zavala from The Community: During Crisis is When You Innovate The Most
Manuela Walfenzao| 20 de julio de 2017
Zavala: The Community es una agencia con una cultura que hace honor a su nombre
The Creative and Art Director, Adrián Zavala, has had a very interesting experience at The Community. “This is a cultural agency that honors its name, the feeling of belonging is immediate, and people welcome you with open arms. The community of creatives and employees, in general, is celebrated” he said. “There is a very productive dynamic, and, they handle accounts as big as Verizon. The tools implemented are very effective, but can always improved and we are working on that.”In the light of the U.S. political uncertainty, Zavala feels that “the Hispanic market is going to slow down and companies that have the ability to see beyond the language are going to be more successful in this scenario; in addition, the overall trends is to change budgets towards digital, that is one of the biggest challenges the market faces.”He stated that U.S. agencies have accepted the idea of international creatives. “This open doors for very interesting experiments. Now, people are starting to favor differences and multicultural visions” he added. Regarding the proliferation of ad-blockers, he explained that in moments of crisis is when we innovate the most. “We must seek ways to connect with the audience without being intrusive. In the end, tools change, media changes, but ideas continue to be the engine, not only for advertising but for mankind and that is where we continue to be relevant as creatives.”
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