Cynthia McFarlane of Nazca Saatchi & Saatchi: A really big idea works across all media

Cynthia McFarlane, president and CEO of Latin America and U.S. multicultural at Nazca Saatchi & Saatchi, spoke with PRODU at Cannes about the part Hispanic and Latin American markets played in the festival.“For those of us at Saatchi, the Latin American region also includes the U.S. Hispanic market. And for about five years, Latin America has been one of the regions that have contributed most to Saatchi & Saatchi’s worldwide reputation as a creative organization” McFarlane said.As for the effectiveness of ideas coming from the Latin American and Hispanic market, McFarlane expressed her satisfaction with the results at Cannes. “Our performance has been extraordinary, simply in terms of the quantity of prizes scored by Latin America. It’s a tribute to the extraordinary work we’re doing in the región”.“It’s been interesting to see how many of the winning ideas have been awarded prizes in different categories. I believe that at the end of the day, the difference between analogue and digital ideas is an outdated notion, and that the dividing line between what is creative in the media versus creativity outside the media is evaporating” she said.McFarlane believes that changes are coming to the way the different categories are managed. “The fact is you can find an idea that wins in film, in online and other platforms, so what we’re really talking about is the power of an idea, and a really big idea works across all media”.