Lapiz’s Gustavo Razzetti: 2015 is a year where our ideas will shine even more

Gustavo Razzetti, executive VP and general manager at Lapiz, described 2014 as a very positive step for the multicultural agency, in which a 20% growth in revenue was recorded, due to the growth of existing customers and the addition of new customers such as Mexico Tourism Board; Purina; Mead Johnson; Purina Latin America; SILK, among others.”It was a year of expansion into Latin America and the positioning as a leading agency in accounts for US and Canada,” Razzetti told PRODU.During 2014, Lapiz strengthened the management team with talents such as Diego Figueroa, Senior VP of Strategy and Director of Participation; Fabio Seidl, senior VP and executive creative director and Annette Fonte, senior VP and director of Accounts. “The growth allowed us to add very good talent in the creative areas and strategy, in particular,” he said.From a creative point of view, Razzetti says one of the best campaigns was to Los Cabos for the Mexico Tourism Board, whose aim was to attack the skepticism that both Americans and Canadians had about the quick recovery of this popular tourist destination after Hurricane Odile. He highlighted the #unstoppable campaigns with great success in social media, and the Envía mala suerte for Allstate, for the World Cup.As for his opinion on the current state of the advertising industry, he says: “We are in a time of all against all. Today is impossible to be limited to a market that no longer defines the agencies. Customers are looking for new perspectives and new solutions. Our approach is to incorporate outside perspective to everything we do,” he said.