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FIAP sparks new trends in global advertising, reports Arturo Valiente of Paraguay’s Circulo Creativo
Liz Unamo| 4 de mayo de 2021
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Joining forces: that is one of FIAP’s goals in 2021as it establishes alliances with regional Circulos Creativos, according to Arturo Valiente, president of Paraguay’s Circulo Creativo. In an interview with PRODU he said he strongly believes in the Latin American community’s power to show how it can take advantage of every opportunity that presents itself on the global market. “Local organization of the ad industry in each country, added to the opportunities for collaboration and healthy competition among all the countries of the region, will finally add up to a boost in strength that benefits us all. FIAP exercises a key role by using its power of to bring us together in a place where our countries can compete with one other and evolve their own strategies that place them in the vanguard of global advertising,” Valiente said. According to his experience, he recommends that FIAP participants find a balance between developing an identity and language of their own, “which should correspond to their individual countries or regions in order to give their messages the most powerful, most authentic impact – and then being able to communicate their messages using a globalized language so their creativity can be appreciated by people of all cultures and languages.” For Valiente, one of the new creative trends will stem from the pandemic. “We’re going to see creative results that spring from the threatening context of uncertainty and chaos. The year 2020 brought challenges for everyone, so it will be interesting to see all the Latino ideas that were born in the midst of the storm.” FIAP will be held Oct. 7, 2021
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