After judging some 400 advertising pieces of the Ojo de Iberoamérica, and having seen some 1,500 more, I have some anxiety and concern, because we have a long way to go. Not only are we far from Argentine creativity, but we are also behind in Central America.
However, I think that circumstances force and challenge us, and what we have to do is to take up the challenge and concentrate on raising our creative product.
An anecdote tells the story of a shoe factory that sent two executives to Africa at the beginning of the last century. Their mission was to study the market and look for expansion opportunities.
One of them sent a telegram saying: SITUATION NO POSSIBILITY. DOT. NOBODY WEARS SHOES.
The other, however, sent this message: GLORIOUS BUSINESS OPPORTUNITY. DOT. THEY DON’T HAVE SHOES.
I prefer the second one, because my definition of an optimist refers to one who is convinced that he can affect, influence and modify his environment, to achieve his dreams and goals.
My telegram today is simple: SENSATIONAL POSSIBILITY TO EXPLORE OUR CREATIVE POTENTIAL. DOT. LET’S DO IT.
