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Latinworks Alejandro Egozcue: We are in a market in which everything is measured, where we must be intelligent
Patricia Molina| 22 de abril de 2014
Alejandro Egozcue had the honor to know well FIAP ever since he was a kid. He was a passive participant, just part of the public. After working in some advertising agencies, he participated as an intern and was lucky enough to be awarded. Nowadays, he is a member of the jury to evaluate projects presented in the Radio category. “The FIAP is the possibility of seeing what is being done in other countries and learn from them. The fact that I came to Miami heaps the pressure on us as the Latino market to go the extra mile, regarding previous years” he added.The Argentinian started at Savaglio/TBWA Argentina and also worked for Verdino Bates, before working at HBB Argentina. He joined the Latinworks family in 2002, where he currently works as Innovation creative head. His background as a copywriter and art director helped him to be part of the majority of the contests, leading Latinworks to become Agency of the Year for three years in a row. Being one of the first festivals of the year, Egozcue considers that the FIAP is the place to see strong contenders both for Cannes and the rest of the competitions. The spokesman remarked that he would be delighted if digital media were considered traditional media. “I expect more digital, but not less TV, printed media or radio. We need to explore more; we have to win the brands and clients trust effectively. I am a true believer that creativity sells”.
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