We could assume a typical position in our country, and convince ourselves that the issue is really one of budgets. We could also say that our ideas are top-notch and that the problem is that clients don’t approve of anything good. We could also add to the old story that the best stuff is in the drawers. Suddenly it would make us feel better to say that it’s people like us and that there is little we need.
However, after a week with Del Campo in Tribu, we better take the position that allows us to learn the most and that is the one that, with humility, recognizes that we have everything to do and much to grow. Likewise, as it is not about self-flagellation, it is worth saying that I am excited and thrilled to see the energy, willingness, courage, determination and desire in our creative connection, because without the right attitude, you can not learn.
We focus on Tribu’s creative product, although we do not fail to review that of many in the country. While it is true that some ideas stand out, the reality is that it is no coincidence that we have not transcended and that other capitals are the ones that dominate the creative advertising territory in the region, without a single Central American city managing to save our honor in our small sub-region of Latin America.
Because of the approach taken, we found opportunities in the way we work, the way we are organized, the way to develop ideas and of course, in the direction we must take to discover deep insights in our constant search. We had time to understand the small pockets of opportunity that exist, in the context of a market that will hardly offer us possibilities in film and even in print, if we are talking about the most important festivals. We also took time to understand what moves the cash registers of clients and the reason why, not infrequently, it is true that we must recognize that not everything takes a daring path.
We found again in Lovemarks a path of opportunities that do not end, in the dimensions of mystery, as in sensuality and intimacy. Understanding the past, present and future of a brand is key, as is harnessing the senses in each to stimulate an experience. Clearly we are in the realm of relationships and therefore, it is the pursuit of powerful connections that will bring us better results, both in branding and in dollars, in the sustainability of clients’ business as well as in our festivals.
As an entrepreneur, I don’t want to confuse anyone. This advertising creativity, besides being a passion, is a vital ingredient to achieve results in the financial reports of both clients and agencies. It is not an artistic hobby or an idealistic passion. Winning brands require winning creativity. For this reason, agencies and clients that are willing to separate pure business from innovation and creativity have only two possible destinies, and they will be either mediocre success or certain failure.
We have for many years assumed a definition for our attitude with the Nothing is Impossible. However, not all the hearts pomp with this idea in the soul and for this reason, it is necessary to recognize the people who are determined to transcend in spite of all the obstacles. In fact, it is enough to review our market to identify those who are satisfied with winning in the backyard, those who focus on the business purely said, those who seek other arenas, dreaming and doing, and those who simply spend the night. For this, we will focus on fighting only with those who have the nothing is impossible in their passionate heart, intently determined that inspiration will catch us hard at work.
Everything to do, much to learn. It will not be easy, but nothing is impossible.
