Rodrigo Butori, director creativo de La Comunidad
Butori has worked in the advertising world for more than 17 years. He started his creative work as part of the team of DM9/DDB, he then worked for Young & Rubicam, Saatchi & Saatchi Los Angeles, Ground Zero Advertising and TBWA/Chiat/Day, David and Goliath, among others.He has created and supervised campaigns for global brands such as Toyota, Ford Motors, Colgate, Beck, Procter & Gamble, Johnson & Johnson, Heineken, ESPN, Virgin Mobile, VISA, Nissan and O’Neill. Among his accolades, there is a Silver Lion at Cannes.Butori talked to PRODU over his next participation at the FIAP as a juror in the Innovation in Media category. His first words were: “The FIAP is, undoubtedly, the most prestigious and traditional award for advertising “.His expectations as a member of the jury include projects with excellent tools, dedication, ideas and creativity; besides, he considers that winning the FIAP not only puts the works in a local and international spotlight, but also serves as a springboard for Cannes and other prestigious contests. “Unforgettable ads are those that go beyond the sales message and go down deeper. Creativity must be much related with effectiveness” he added.To Butori, the future of the Latino market looks more and more interesting, and advertising has to keep the pace. “We are improving ( ) As Jose Molla says: ‘We dont believe in an accent’. Great ideas are great ideas, no matter where they come from or where they go” he ended.
