Carlos Quezada, Cristina Echeverri y Raúl del Alto, socios de Global Entertainment Firm
2016 was a year for restructuring in every sense of the word: political, economic and of course, also in the industry. That is how Ciro Sarmiento, CCO at Dieste, summarizes the change they executed in response to their client’s demands. “Our big clients evolved and our best move was to be prepared for that evolution. It took us a year to get ready and set up a solid structure for 2017.”For this year, the agency will implement a sort of laboratory for side projects to promote themselves with a creative shop mindset, that also offers big facilities for their current clients and for new businesses. “It’s an idea I’ve had for a long time and we’ve started to implement it, mainly in the digital area.” He mentioned that they will also concentrate their efforts on raising the level of work consistently, so that strategy and creativity work hand in hand, from the big idea all the way to the final execution, and that way avoid depending so much on media purchase or implemented technology. He feels that the potential of virtual and augmented reality (VR and AR) has not been explored even 10%, and said “we are paying attention to what may happen this year in case there are brands that want to invest in this type of experience.” 2017 will be the year for Dieste, he says, and the main thing is to remain focused and understand priorities. “I forecast a good financial year for the agency, with new clients that allow us to have a positive margin and a more creative portfolio.”
