Circulo Creativo’s Claudio Vera: If creativity goes with effectiveness, the results will be more interesting

Claudio Vera, Circulo Creativo’s outgoing president, said that his last year was messy, intense, but gratifying, through a statement. A year full of prizes, participations, identity and growth, where there is still too much to be done. In a conversation with PRODU, he commented that Hispanic creativity is keeping a great level so far, and that has been shown in the different festivals year after year. Besides, he assured that a trend was reassured, where creativity is being reflected in non-traditional media every day. “We no longer based everything on the TV and the printed media. Digital categories of content, innovation and marketing are gaining ground, following a worldwide trend, they represent more opportunities when making things differently,” he added.Regarding Total market, he explained that the trend could be seen simultaneously as a threat and an opportunity. “A threat because it somehow obliges agencies of different markets to compete for the same work. And an opportunity because, under equal conditions, agencies of our market make a better job and they know well the target.”Nevertheless, Vera ended saying that the industry is constantly changing, both in its target and in its habits, trends and even in the way they communicate. “Under that point of view, the agencies that are accustomed to react quickly and to crisis situations, have an advantage over those of the general market. And that will be reflected sooner or later.”