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Ciro Sarmiento from Dieste: Creativity Should Be King
Manuela Walfenzao| 3 de enero de 2017
Sarmiento: La creatividad debe ser la reina
Dieste’s CCO, Ciro Sarmiento wrote in a post at Provoke Weekly that despite of what many in the advertising industry think, is not data, media or content what reigns, but creativity. “Creativity is the ability to fix under pressure in a unique way, inside an agency and across all departments. So, believe it or not: Creativity should be king” he said. He explained that to make insights magical, they must be paired with solid creative ideas. “When we find the context, we’ll be standing in front of a white canvas, only halfway. Thankfully, numbers and analytics will give us freedom; we will have the chance to write riskier creative without any risk. But be bold” he said. For Sarmiento, today more than ever, what will make advertising stand out is the ability to solve problems with creativity at the speed of light. He said that the best creatives he knows come in on time and leave on time. “They work really hard with their teams and when they get home they are still in creative mode planning on side-projects, writing, painting. Doing. The best creatives are the ones who care more than the careless bystander. They love what they do to the point they can’t sleep.” Finally, he suggested readers to watch one of his all-time favorite ads: The man who walked around the world, a 6-minute short film for Johnnie Walker whiskey featuring Robert Carlyle walking the hills of Loch Doyne in Scotland recounting, in full detail, the story of how the Scottish farmer turned his product into the world-famous brand it is today.
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