MERCADEO Versión en español
Lapizs Laurence Klinger: USH Idea is a sound and necessary competition in the creative community
Patricia Molina| 24 de abril de 2014
More than 25 years ago, Klinger founded Leo Burnetts Hispanic division, currently known as Lapiz. Before, he worked as Leo Burnetts creative director in Sao Paulo. In 1986, he was transferred to Chicago and he worked for important accounts, such as United Airlines, Heinz, P&G, Kraft, Kellogg and Sony.He has won many awards in Cannes, CLIO and Effie; and with more than two decades, Lapiz under Klingers creative leadership was awarded as the US number one Hispanic advertising agency by Adictivo Magazine.This year, Klinger was in USH Idea Awards as a member of the jury. In a conversation with PRODU, he commented: “Nowadays, the US Latino agencies are known in the whole world and they even inspire global campaigns. In this opportunity, Id like to see more digital, less isolated pieces and a more integrated work”.Curiously, the spokesman assured that advertising is a bad word. “It means shouting the qualities of a product to a public that is not even asking for it”. To Klinger, entertainment, education, respect, consciousness, commitment, pleasure, are just some of the things that the advertising world can offer, simply.On his behalf, he considers that currently the Latino agencies have a great advantage: they are better prepared to communicate with the new generations, which are more multicultural than ever, than the agencies in the general market,. “In other words, they can implement what agencies in the general market do, but not the other way around” he ended.
