Jorge y John en el Pregonero 90

The most important Pregonero of my life

ⓘ This post has been automatically translated from Spanish using DeepL API.

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At the time when we won our first Pregonero Bronce, around 1991, some 20 years ago, as an agency we took home an invaluable statuette.When we won our first Pregonero de Bronce, around 1991, some 20 years ago, as an agency we took home a priceless statuette and personally I won a friend for life.

I still remember when they announced that the Pregonero for the best campaign of the year went to Consumer (the old name of Tribu DDB), and how could I forget? At that moment we were total strangers, possibly the 36th ranked agency or something similar and unexpected winners from every point of view. As I walked to the stage for the statuette, I could hear murmurs and whispers asking: Consumer? Who are they? Where did they come from?

Most of my readers were in kindergarten at the time, and therefore don’t have it on their radars. However, those who remember it would probably agree with me that it was a turning point, a pivot and spring in our career. The Pregonero de Bronze for the best campaign of the year for Banco Banex made a difference and we didn’t miss the opportunity. I had to act as Creative Director and Copywriter for the campaign, I think there were about 12 of us in the agency at that time, with the spectacular design of Alexandra Castegnaro, because her talent and contribution made this award.

That Pregonero de Bronce was important, it opened many doors for us and we never stopped going through them to advance in our career. We received it and we valued it, we won it and we multiplied its effect, until we became a good option to the traditional agencies. When starting a company, a Pregonero is a marvel if you know how to take advantage of it. When you gain business maturity, it is a real confirmation. However, there is no substitute for work over the years, as there are no shortcuts or free lunches.

A few months earlier, our client Banex and John Keith as their Marketing Manager had had a difficult time with us. Twice I had to call them to ask for more time, as we were not getting to the creative product we wanted to deliver. However, and in spite of the doubts we generated, when we finally came up with the campaign, John had the guts to approve the different, with double back-to-back pages and with an additional cost per color, as charged in those days by La Nación. In the end, the client always has the power of approval or rejection, and in this case, John Keith signed and endorsed our agency’s creativity.

That Pregonero is unforgettable and my friendship with John endures as a gift of life. The award organized by La Nación also continues and our relationship is also more valuable and productive every day. In life it is better to make friends, to build positively and take advantage of every opportunity. And in our business it is about converting these efforts even into calls like the one we received, when John asked us to suspend advertising because they could no longer handle the increased demand for their services due to the campaign.

I add this note 24 hours before a new Pregonero, as a thank you and encouragement to those who organize this creative contest: Grupo Nación. I also include it in my blog because it is personal and because its implications will always resonate in my life, as in the lives of many others. Whether there are now Eyes, Cannes or Volcanoes, the Pregonero will always be close to my heart.

Let’s hope to gain more Pregoneros tomorrow!

ⓘ This post has been automatically translated from Spanish using DeepL API.

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