Pablo Buffagni From BBQ Agency: There Is A Race To Generate Contents For All The Screens

Pablo Buffagni, Founder and Creative Leader at BBQ Agency, has confirmed that the model of his independent agency, minimum structure, is ideal for current times. He also said that in the last six months they have found many new deals. “We would also like to increase opportunities in the U.S. in the same way we do for Latin America. We are working on that now, with active projects in the insurance, health, pharmaceutical, and many categories to come” he added.According to the creative, the Hispanic market’s main challenge nowadays is “more original and relevant ideas to be produced. I am seeing more adaptations and in some cases not well done. Sometimes, this is the result of a change in paradigm that has made some big agencies with experience in the Hispanic market structure with few resources to offer clients the possibility of consolidating efforts. Some of them are doing it very well, others, very bad” he said. Another important challenge he commented is having to cope with a political climate that is not favorable. “Lastly, I feel there is a race to generate relevant content for all the screens and creative agencies must move rapidly to be ahead in this process. The most important thing is to adjust to clients’ reality and reduce the gap between the work that is awarded and everyone admires and everyday work.”One of his most recent projects was for Dodge together with Joe Agency. Buffagni highlighted that in this campaign, adaptation between massive media and social networks was interesting.