Martin Cerri Conill
Group Creative Director Martin Cerri joined Conill a year and a half ago. Since then the agency has made many important pitches, won many accounts and currently has a new structure. “The Creative Department has been greatly expanded. For example, we established a studio, we have taken on more creative directors and we have been working closely with the Dallas office despite the distance. Conill has always had offices in Miami and New York, of course, but most of the Toyota business has been here. It has meant learning a lot but it’s going well,” he said. Cerri added that “with the changes implied by the acquisition of new accounts from the general market, like Lowe’s for example, we’ve had to implement a different approach when looking for new talent. We’ve had to balance the creatives we have from first- and second-generation Latinos while strengthening our assets with creatives from the general market, in order to advertise an account that requires promotion in the total market.”He noted that the agency is a pioneer in adapting to changes in the industry. “Serving clients like Lowe’s from the general market is an example of that. We’ve set up a team across the different departments to adapt to the need of different clients. The agency has understood these changes very well and in a timely manner. Knowing how to adapt is why we have grown so much at a time when other agencies are doing exactly the opposite.”
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