PRODU spoke with Pablo Del Campo following his recent appointment as worldwide creative director of the Saatchi & Saatchi group.The creative noted the importance of exercising his global role from Argentina. If theres one thing I wont lose sight of its the Argentine consumer and client, because the Argentine client constantly challenges you to do better Del Campo said.According to the renowned ad man, it is precisely the characteristics of the local industry that drives creatives there to occupy such privileged places in the world. The Argentine advertiser is the most evolved in the world for buying breakthrough ideas, and the Argentine consumer constantly demands that advertisers surprise, excite and entertain them with their advertising, he said, adding that while of course there is good creativity in the United States and other parts of the world, its in Argentina where theres a Super Bowl every day.Advertisers like Procter & Gamble, Coca-Cola, Sony Playstation, InBev and Cadbury have won Worldwide attention with ideas created locally by the Del Campo Saatchi & Saatchi agency, which has won 52 Cannes Lions and more than 250 FIAP Awards.The new challenge that one of the most prizewinning creative directors in the world poses for himself is to get that big idea to coexist effectively on multiple platforms.
