MERCADEO Versión en español
Álvar Suñol of ALMA: The Latino cultural phenomenon opens new doors for bigger thinking
12 de agosto de 2015
The creative level and standards of Hispanic shops have increased in recent years, especially in advertising concepts and production. For Álvar Suñol, co-president and CCO at ALMA, this US Hispanic market scene makes the work they do more visible and awarded at festivals. Talking to PRODU, Suñol said that the US Hispanic market blends with the general market, creating a phenomenon of Latino culture which opens new opportunities for bigger thinking. Starting with the advantage we have as Latinos in storytelling and understanding things, we must be more self-demanding, have higher level ideas, more dimension and more visibility. Recently appointed as co-president at ALMA, Suñol said that the lions awarded to Hispanic shops in Cannes came due to the positive turn that the Hispanic market has experienced. Agencies use achievements as motivation, which gives us the chance to make demands. I think that we have a very valuable talent. This compels us to step out of the comfort zone and smarten up. Work to have good ideas. Dont fall in temptation of only being awarded, is more about aiming at creative excellence, so it will be awarded then.
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