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Daniel Lobatón From VML: Hispanic Creatives See The Process As Something Flexible
Manuela Walfenzao| 21 de marzo de 2017
Lobatón: Una buena idea no tiene por qué justificarse con un idioma
Daniel Lobatón is the Creative Director at VML, Kansas City, for the Wendy’s account. His career started at Y&R Lima, after that, he moved to Paris, where he learned “that a good idea doesn’t have to be justified by the language, what’s important is the insight.” Previously, he had the same role in LatinWorks, where he worked for accounts like Major League Baseball, Anheuser-Busch and Skittles for the Hispanic market.“Hispanic creatives have a different expertise in a general market agency. First, we had to stood out somehow in our own countries before coming to the USA. Second, we have a mindset based on insights and see the process as something flexible knowing how to solve problems along the way. This readiness offer a unique contribution for general market agencies. Third, we keep an eye on what’s going on around the world in terms of advertising and managing different languages allows us to do so, which is an advantage” he highlighted.For the Wendy’s account the general market agency works hand to hand with their sister agency, Y&R Bravo, for campaigns in both markets. “VML has been chosen by Ad Age’s A-List for two consecutive years. The agency’s headquarters is in Kansas City, a very inspiring city, mainly if you’re a fan of design” he added. “VML has a knowledge on consumers behavior in the digital space that enables them as strategic and vital partners for brands.”This year, Ad Council invited VML to work on the Goodwill campaign. “It is a campaign I am very proud of, since it is for a good cause and has a great level of craft and creativity” he concluded.
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