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Paco Olavarrieta from d’expósito & Partners: Time to Set Goals, Change Philosophy and Reinvent The Agency
Manuela Walfenzao| 18 de julio de 2017
Olavarrieta: En publicidad ya no hay límites
Paco Olavarrieta, Partner and CCO of d expósito & Partners, assumed this position six months ago. “The day after I entered, we had to present the NBA campaign, a campaign for Tajín -the Mexican seasoning- for the general market, the insurance company Amica, a PSA for Safe Horizon and a very interesting documentary for AARP that we are about to finish. So it was hard work from the beginning!” he said. “Now that the urge passed, we are working on setting goals, creative philosophy and reinventing the agency.”Olavarrieta highlighted that this has been an efficient agency throughout its 12 years of existence, but it hasn’t been exciting. “It worked very well but has never had a creative take-off, and that is basically the challenge” he expressed. He commented that the great lesson from Cannes was that great ideas can be of any sort, and sometimes they aren´t even advertising, like The Fearless Girl, a bronze sculpture in the street that won Grand Prix. “There are no longer any limits. The Hispanic market had its best performance in history. It is a market that is constantly evolving, that used to be very specific but is now a blend, we not only do Hispanic work, and to stay afloat we must have great ideas” he added.The creatives feels that in the case of new technologies, techniques are implemented for the sake of the technique and not to add something to the idea. “It is necessary to leverage on external experts. That is why we are implementing VR experiences. As an agency, you must also start bringing talent that thinks about these new technologies, all these Millennials think differently, TV doesn’t even cross their minds.”
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10 de febrero de 2017
Paco Olavarrieta se une a d expósito & Partners como socio y director creativo en jefe