Here is the first one.
The Argentine market has become a successful case of duo work. Let’s take a look: the mythical Fernando Vega Olmos and Hernán Ponce, Ramiro Agulla and Carlos Baccetti; and more recently
Chavo D’ Emilio and Papón Ricciarelli (McCann-Erickson); Sebastián Wilhelm and Maximiliano Anselmo (Santo);
Leandro Raposo and Pablo Stricker (El Hotel/JWT); Gaston Bigio and Jonathan Gurvit (Ogilvy); Gustavo Taretto and Gabriel Vasquez (about to start their own agency), all well known names because they managed to imprint consistency and personality to their great creativity, undisputed product of their years of work together, as a duo.
This -in my humble opinion- became a key factor in the Argentinean advertising culture to obtain the worldwide success it currently enjoys. This continuity of “creative chemistry” over the years has paid off. And it will continue to do so if the discipline of the scheme is maintained, something that does not happen in our industry since, in general, when a creative work stands out, the talent is “stolen” depending on the need of the agency (whether creative or graphic) without thinking about stealing the duo as such, in order to continue the “chemistry” they bring. The same goes for creatives or designers who are not used to selling themselves and the other 50% of our success.
That is why I believe that exposing ourselves to such dynamics is to broaden our knowledge, to mature our advertising criteria and who better than La Escuelita, who lives in that context, to teach it to us.
The second reason comes.
For the growth of ourselves as creatives, as advertisers belonging to an industry that every day wants to do things better but for that first needs to understand how they do it elsewhere
to start our own path. Adapting what works for us, discarding what doesn’t and always thinking that tomorrow we will be the ones who will be called from another country to show how we achieved it worldwide.
Welcome to La Escuelita, the duos that attend and all ASCAP initiatives in this sense.
cool,
YORSH
P.S. Attached is a photo with someone I admire, who I had the pleasure to meet recently and who I would have liked to be his dupla. Maestro Ramiro Agulla.
