In the last few weeks, more than ever I have heard from people eager for revolution in their fields. There are clear signs that anticipate changes, evolutions and even cultural revolutions that could finally change the status quo. Both in Costa Rica and in the world, we have exhausted our resources and stretched our possibilities to the unacceptable, the intolerable and the unsustainable.
Just yesterday I was talking with Luis Pedro Urrutia, from Ogilvy, and his words re-emphasized this collective idea for a peaceful but contagiously excited revolution to break the status quo and move to a new, better and evolved level, finally moving away from the mediocrely similar to business as usual. Luis Pedro told me that his recent changes and decisions at Ogilvy have to do with his decision to compete in creativity, to take risks and focus on winning for the value to be added: creativity.
Talking to Mauricio Garnier, from Garnier BBDO, over an open glass of wine a couple of holidays ago, I was thrilled to hear him say that he would not rest until he achieved the creative level of his dreams in the form of achievements, international recognition and a position in festivals. His determination is similar to that of a revolutionary who decides to conquer at all costs, even if it costs him his life to achieve it. This excites and anticipates success, evolution, progress, advancement, of a creative team that in his agency, says Mauricio, resembles Saprissa because of its totally national lineup.
The recent changes at Inpub and the presidency by Gustavo Halsband, already show the energy and the quest to push this Argentinean spirit by decades Costa Rican as well, with initiatives, presence abroad, radio ideas and more, that only good will bring to our industry. Likewise, when I hear from José Fco. Correa that his focus will be on training and raising the level in our country, and for which we are committed to synergize with Ascap, an association that we have redefined and reprofiled together for the change we seek.
For example, on issues of transcendence for the publoity of our country, heads of advertising agencies that have broken our backs competing against each other, we are finding points of coincidence to build for the industry. Thus, Carlos Fonseca, Enrique Nieto, Arnaldo and Rodrigo Garnier, Diego García, Manolo Gavilán, Jaime Jiménez, we have advanced together for the development of our young creative publicists, to make our advertising world grow and to mark spaces for evolution, in what we have called G8, which we hope will soon be a G10 and a G U, with the U for unanimous. We are living a sort of peaceful revolution, but no less intense, which reminds us once again that none of us is better than all of us.
The referendum coming in a few weeks, indicates that we will have a massive demonstration of the whole country and that in my opinion, will vote for a yes to change, to openness, to the risks for development and the refusal to keep things as they are. However, it is also worth mentioning with illusion and inspiration, that I also hear the word revolution from people like Hans Wust, Christian musician with a mission he envisions for Latin America, from Benjamin Sasso and Debbie Kessler and their quest to reach thousands of Cubans and young people with resources, from Chris Dearnley in PuraVida Coffee and Fundavida, apart from La Viña, as well as from Milton Rosales in Vida Abundante, as well as from his fellow pastors with deep, practical and valuable messages. They are spiritual revolutionaries for the most transcendent cause of humanity.
The examples are countless, the signs of desire, deeds and decisions make us write today with optimism. What I hear is people of the first order, those mentioned here and the many others that I omit for time and space, determined to change, to overcome the state of things and to inject our region with a mark of personal revolution. In rebelliousness we can find a good companion, if we combine it with balance and the search for equilibrium.
At that time, The Beatles achieved this in many ways, and so today we remember them with that simple video that invites revolution.
I am a revolutionary too, as are all of us in Tribu. Some more than others, all of us in spirit without a doubt. I am absolutely sure that you are too.
No excuses: revolution.