Carla Urdaneta de Alma
Alma copywriter Carla Urdaneta, who creates ideas and texts for McDonald’s advertising on the Hispanic market, has explained from her point of view the challenges facing agencies’ young creative teams. “It’s not easy for today’s creative teams because with so much creativity and innovation available, the stakes are much higher. But I believe that one of our chief duties as creatives is not just to promote the brand, but also to make those under-represented groups a part of our pitch. We’re not saving lives, but it’s good to know that at least we’re helping to make those consumers visible.” Urdaneta studied Advertising and from her studies she already knew what she wanted to do. “But the training I received at Miami High School was what really fed my passion for copywriting and advertising.” She added that being creative is hard because sometimes it seems the ads have all been done before. That’s why it’s so important to keep up to date with the news and industry awards to know what will stand out in the headlines – and to keep your next idea from looking a lot like something that has already been on the market.”These statements by the alma creative were published in the April edition of FastFWD. The video can be viewed here.
