I often have an amusing discussion with my children, because I think there is no better pizza than anchovy pizza. They find it obnoxious, while I find it wonderful. The anchovy is always salty, juicy and defined, so it stands out even among strong cheeses, black olives, garlic and onions.

I know something about salmon, snapper and sea bass. As soon as seared or in sashimi, tuna is a delight. So, I must admit that after a lot of fish and more than thirty years in advertising, I still don’t quite understand the whole fish thing.

If you are a person outside the advertising world, I would tell you that a trucho is not a fish, but it is understood as an idea developed for a client that does not exist and was not published. Some will say that a trucho is an ad made to win prizes. Others will say it is creativity on steroids. Therefore, I can anticipate that you will hear many definitions of trucho, as well as some in favor, some against and some indifferent.

For this reason, in Tribu we don’t even bother with the subject. If there is a good idea, we take it, we celebrate it and then we develop it. If it is born in a brief or in a conversation among friends, it doesn’t matter. If it has a chance of winning a prize or becoming a social phenomenon, even better. Good ideas are best born in an environment conducive to a culture that celebrates them. We often say: what is celebrated is repeated. Yes. What is celebrated is repeated.

Let’s take a few cases to learn about the open and positive culture we have in Tribu. If you take the campaign for El Verdugo, with the Paganini family and the famous Tome Chichí, you have a popular idea that ignited the whole country. If you take “El Debate” done for Johnny Araya on his triumphant road to re-election as Mayor of San José, you will find from Tribu DDB another powerful idea, recently winner of the Golden Jade for Integrated Campaign.

In graphics, if you take Videocentro, with the idea for the rental of original blu-rays, recent winner of a Lion at Cannes, you will find another reflection of Tribu’s creative culture. If you know the case of Seis Mil Colores in Cyber, you will find social creativity accelerated by technology in an impressive way.

In a creative agency, creativity is the essence of their business. Clients hire a creative agency for its creativity, and the best creative talent prefers a creative agency that favors creativity, promotes and stimulates it. No restrictions or poses, no limitations or schedules, so if someone has a good idea, they know that in Tribu they have the ideal platform to launch it. Tribu DDB was chosen as one of the most outstanding in Latin America. I do not presume, I describe.

When creativity is Tribu’s initiative and is taken to the highest creative awards, it serves to show us how high the creative bar and its execution can be. When we see the day-to-day, it allows us to show the client the gap of creative waste and all the talent that remains to be tapped.

Winning ideas are either the client’s investment or Tribe’s investment. No good idea stays in the drawer. Whether for BAC or McDonald’s, for Movistar, Bridgestone or Importadora Monge, for Osa or TEDx, we are so passionately in love with creative ideas that get results, that we don’t deny any of them their chance.

Costa Rica has been creating a cluster of competitive, creative and fighting creative agencies. To the creative talent in all of them, our recognition and applause. Without the competition and their desire to win, it would be impossible to excel as we have done together.

At the end of all this, it is appropriate to ask: Who are the ultimate winners? The customers. Who are the big winners? The brands. Who are the biggest winners? The creatives. In Tribu this includes graphic or conceptual talent, planning, accounts, media or cyber. All of us in Tribu focus on social creativity to win, happily part of DDB Latina, a spectacular network.

So, with or without gimmicks, whatever your definition, the important thing for us is to stimulate and sustain our winning creative culture.

Now, I repeat: I prefer anchovies.