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Álvar Suñol from ALMA: There is nothing more powerful in the world than a good idea and that is why creatives will always be indispensable
19 de abril de 2015
Álvar Suñol, senior VP and creative executive director at ALMA, believes there is nothing more powerful in the world than a good idea and that is why creatives will always be indispensable. Precisely, a good concept is what Suñol expected in the works that would be presented in the T.V. category at FIAP from the 22nd to the 24th of April.In an interview with PRODU, he said that being a jury in a festival is always an honor and a privilege, that adds to an enriching experience.”I hope to see things that make me laugh, others that excite me and others that make me reflect. I hope to see good concepts and nice executions. I hope to see good ads, those that make you feel envious”, he says.He explained that prizes are important for an agency and that the key is in how to face them or procure them, but that they cannot become the reason of the quest. “Prizes have to be the fruit of a passion, but never an obsession or an exaggerated pressure. What does obsess me is the degree of consistency and solidity that an agency transmits with its work”.For Suñol in an advertising idea, innovation must prevail over technology and a strategy can and must be innovative. “A focus posed in a brief to solve a problem can and must be innovative. After all, we are all seeking innovative ideas and ideas have many shapes. In some cases, technology is determining and in others not”, he argues.
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