MERCADEO Versión en español
Aldo Quevedo from Richards/Lerma: We Now Have To Do More with Less
Liz Unamo| 12 de mayo de 2019
Aldo Quevedo
According to Aldo Quevedo, Principal, Creative Director at Richards/Lerma, adaptation is one of the key words in the industry this year. It means agencies are adapting to the new way of working with all the technology at their disposal, while having to adjust to the new compensation models. “Today we have to do more with less – less time and less money in the budget. This is not a complaint but rather the reality of the industry in general. This is sparking a new style of creativity. As in Darwin´s Theory of Evolution, the way species change over time eventually leads to the origin of new species.” In his opinion, there is not one creative agency in the Hispanic market as diverse as the consumers in that market. “Each brand has the seal of the agency that works on its communications.” And yet in “analyzing the ideas big agencies develop, there is more diversity today than there ever was before. This is no longer a Mexican or Argentine domain – there are very good creatives from Colombia, Peru and other countries. And that results in a fresher creative style.” What is really important for multicultural agencies in the U.S. is to have a presence in Latin America, which is why many have developed that part of the business based on their clients´ needs. “Inside the agency, the process of creating work for other markets is the same, but it is very important to consider each country´s insights in order to connect with their respective consumers in a relevant way. Another advantage for us is that we collaborate with companies in other countries and that obviously enriches our work. I hope we can keep expanding these strategic alliances to other projects in order to build more business for everyone,” he said.
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