Simon Franca y Roberto Fonfria
Since its launch in Venezuela in 2005, El Autobús has stuck to its philosophy of being a creative agency and producer of content. President and Creative Director Roberto Fonfría spoke with PRODU about the achievements and challenges the agency has met with. “We started out in Miami in 2008. For political and economic reasons we closed our operation in Venezuela,” said Fonfría, who together with his partner Simón De Franca, heads the agency based in Wynwood, Miami. “Our main focus is the creative angle while at the same time we develop content.”El Autobús is equipped with a recording studio and postproduction facility that give them all “the speed and capacity needed to be a creative laboratory. We have all the resources” he said.The agency to date has faced two great challenges: closing its operation in Venezuela, where it was a very solid organization, and opening an office in the United States amid the financial crisis of 2008. “Part of what has worked for us and helped us grow was taking on the latter challenge, which was the chance to open a business here in Miami” Fonfría said.Growth within the Hispanic market Though the formal partnership began this year, Anchor Worldwide and El Autobus started approaching one another in 2019.” it’s an American agency facing the challenge of continuing to grow in the U.S Hispanic market,” Fonfria added. The first project the two agencies tackled together was Spotify’s Viva Latino. “After we made our pitch and won the account we have worked in a completely unified way.” Next came the Absolut Vodka account in Central America and the Caribbean. “Since then we have not stopped working on projects together,” Fonfria said. “Their strategy is to grow with one foot planted in the Hispanic market and we’ve just taken it to the next level with this association they made with our agency.”
Publicistas venezolanos apuestan por “creatividad utilitaria”
