I believe that Costa Rica is developing a conglomerate of advertising agencies capable of turning our country into a coordination center for regional accounts, for the export of creativity and ideas.
If our future as a country is visualized in services, ideas and advertising have a structure in our country capable of growing to that condition that is required to achieve international attention.
If we were able to attract Intel, Abbot, Microsoft, Procter Gamble, Four Seasons, Payless Shoesource, Pricemart, Wallmart and so many more firms, why won’t we be able to attract regional advertising accounts to our country? And I add: why not the accounts in the U.S. Hispanic market?
I look forward to the possibility of achieving this conglomerate with the competitive strength generated among our agencies. The big global communication groups are present in our country, and for this reason, there are all the links to convince them to grow in San Jose.
Coordination operations in Miami or Dallas, for example, would cost them much less money if they were located in Costa Rica. Communications and our central location in the Americas offer us conditions that can only facilitate the cluster.
Condition: we need to be a recognized, winning and revered creative center in the region. For this reason, the main agencies in Costa Rica have a responsibility: to become extraordinarily creative centers. We will not be able to concentrate only regional account coordination if we are not also a recognized creative country, as Argentina and Brazil are today.
Therefore, let’s think and act in creative direction, let’s bring in the talent we need to learn, let’s evolve and turn the direction of our agencies on the way to exploit the creative potential we have, let’s seduce our clients to boldness and high impact in their material, let’s try it together and let’s make it happen.
I’m convinced that we’re not going to do anything if only one or two agencies focus in this direction. Let’s make it a country decision, let’s define a country strategy and focus on being a creative cluster, a hub for Latin America.