Pérez: Es importante mantener sincronía entre el arte, cultura y negocio
Allen Pérez, SVP Creative Director of Production at Orcí Advertising, mentions that in the industry it is important to maintain synchrony between art, culture, and business. On one hand, he explains, art must be protected, since it lives on for generations, which is why advertising must survive in people´s memories and hearts. And on the other, culture, because the art that is generated adapts to the business. “The three must be synchronized: the client that his financing an advertising piece and that at the same time must start off with great creativity”. What he seeks in a production company is an ally who is clear that they are doing advertising and that helps them raise the project they have on the table. “It is important for them to understand the U.S. Hispanic market in the US and ensure they will help us take that message to the heart of the audience we are communicating with”.The type of benefits he examines are talent, money efficiency and the good handling of productions. “Production companies that are surrounded by good talent are always going to stand out, not just for having a good roster of directors, but also for being able to support their directors with budget handling in order to offer them the support and the best talent they can hire for a production”. Pérez confesses that he is always busy with productions and that one that has brought him great joy was working as creative producer of the last video of the Mexican singer-songwriter Juan Gabriel. “He is someone who has touched my heart very deeply. For me, it is a big thing to have collaborated in the Luna video. I was practically in charge of the bookend of Juan Gabriel’s story”.
