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Alfredo Alquicira of Leo Burnett Mexico: Brands now demand speed, efficiency and measurable results
Cristian Vergara| 4 de julio de 2023
Alfredo Alquicira de Leo Burnet
In the framework of the Cannes Lions International Festival of Creativity 2023, the well-known creative Alfredo “Rey” Alquicira shared his opinions about the advertising industry and the challenges it currently faces. Alquicira, with a successful career of more than 23 years in advertising and who was named CCO of Leo Burnett Mexico in February 2023, was one of the most outstanding attendees at the event. In talks with PRODU, Alquicira discussed the work philosophy of Leo Burnett Mexico known as “Humankind,” which is put into practice at every step of the way, from doing the research to the presentation and optimization of the results. This philosophy, inspired by a mantra of Leo Burnett himself, emphasizes the possibility of changing people’s habits through creativity and the importance of non-negotiable human principles in the creative process, which go beyond their sales aspects.With regard to artificial intelligence (AI), Alquicira emphasized thaat they have already begun to implement a system of ChatGPT within the Publicis Group, the local headquarters of Leo Burnett, which guarantees its clients an integral security system for its information. For that, the CCO stated that “we have adopted a system that makes the most of the best in artificial intelligence technology in a secure, efficient way.
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