Puppio: Las agencias con cultura creativa fuerte son las que hacen el mejor trabajo
For Francisco Puppio, Senior Copywriter at 72andSunny, good creative work does not come attached to budget, freedom or differences between one market or the other -general or Hispanic market- but to agency culture. “Agencies with strong creative culture are the ones who do the best work and stand out from the rest, regardless of language or the consumer” comments Puppio, who has worked in several general market and multicultural agencies.Although he doesn’t like clichés, the creative warns that both markets must focus on the ideas. “I would recommend the Hispanic market to focus more on the work and less on the awards; and for the general market agencies to lose their fear, and look for talent outside traditional places – Australia and England- and accept diversity as part of the equation.” He adds that creative richness lies in differences.In 72andSunny diversity is important, and they take very good care of it. “The agency adopted -in their Amsterdam, New York and Los Angeles offices- a collaboration model, where they integrate the best talent from different parts of the world, which creates pieces that connect with the market they are working on. This collaboration model has allowed them to make amazing campaigns. The agency believes and respects the Hispanic market; they bring in talent who understands it, and who can be part of the whole, without segmentation or separation.”
