It will be up to us to precisely identify all the factors that have contributed to the emergence of Costa Rican creativity, as we must protect and strengthen them while we continue to learn. In fact, only 18 months ago we were off all the radars in the world and our region had no transcendence. The transformation has been deep and consistent, so we anticipate more competitiveness in the country, better talent and more business as well.
In just these months, Ogilvy won a Caribbean, JWT added 5 lions with one gold, three silver and one bronze, DDB added one gold and one silver and in the Young Lions Competition, a duo composed by Tribu and Leo Burnett creatives won a silver medal in Print. In addition, multiple awards were added in different scenarios around the world, such as Clios, NY Festival, San Sebastian, Ojo, Fiaps and more, came from these agencies as well as Publimark Lowe.
In the last few days, the financial support of Leo Burnett, Grafos, HWP, jotabeqú, Ogilvy, Publimark and Tribu was especially important for the Young Lions, so that the two Costa Rican duos could travel to Cannes, one of which won a Silver medal in Print, while we are still waiting for the results of Film. Also, Teletica contributed with tickets for one of the couples, as well as La Nación continued its support with spaces in its publications. Thus, the country’s advertising agencies support in one way or another the creative growth of our national talent.
In some cases, as in the case of Tribu Saatchi Saatchi, we managed to win in the 2008 Volcán to confirm us as Agency of the Year in Costa Rica. Relevant works were those of Salat and Protecto, among others, only to later find ourselves faced with the harsh reality of the contests and not seeing them advance, not even to short list internationally. In turn, “Recuperemos la Paz” did not receive the recognition it deserved locally and in other regional competitions, and nevertheless, in Cannes it advanced to the very same Gold. At the same time, the work that won Agency of the Year in Caribe 2008 for Ogilvy CR in Panama, did not advance as we expected in other contests. The lottery that is talked about so much is possibly real, it happens and it does not stop playing strongly. However, the positive thing is that we Ticos have learned to persevere, to not let ourselves get discouraged and to fight in all possible fields.
Costa Ricans have decided to travel and have taken time and money to go to the most important festivals in the world. Both agency and creative heads, copywriters, creatives and designers among others, have known the key scenarios and because of this, we stopped seeing ourselves in local eyes as competition in national contests, and we discovered the real competition abroad. In our region alone, a Dominican agency has already won eight lions, although no other agency from that country has done so, while Guatemala has just won its first bronze lion. Beyond our Central America and the Caribbean, of course, the level has been different and so have the awards.
At ASCAP, we are convinced that we have made a contribution by moving the rudder a few degrees and focusing on creativity as the very essence of our business. We are satisfied to have brought creative schools, to have promoted festivals, to have obtained the representation of Cannes, to have propitiated creative meetings and to have achieved legitimate Pinches along the way. We know that the work and talent is in the creatives and winning agencies, as we also know that we have turned the course of the country together in the right direction, from the Executive Direction of Lilliana Gonzalez to the most recent associate.
The birth of the first creative school in the country, Clandestina, and the way it has stimulated in the country the careful preparation of a portfolio and a scheme for creative development, cannot escape mention. Nor can we fail to mention the Young Lions Competition and the first Tico in the Roger Hatchuel Academy. The Volcán celebrations were raised to a higher level and it was possible to technologically integrate juries by the dozens in each competition, with relevant regional as well as local participation. At the same time, international agency networks tightened and put pressure on many agencies, and for all of the above, plus all that I omit for brevity or ignorance, today we see Costa Rica in an enviable position.
After several generations of advertisers building a market of strong advertising agencies, we can feel satisfied for a moment because we have all contributed in one way or another. After that brief moment of joy, celebration and deep gratitude, it is time to turn to work again, because 2010 is coming with new and greater challenges.
To all the winners, once again, sincere congratulations. To all the creative country in Costa Rica, a big round of applause, because together we have raised the creative level of our country to levels unimaginable until very recently.
It is confirmed: we win more if we all win.