Martín Cerri of Walton Isaacson: The industry’s challenge is thinking in solutions supported by good ideas

For Martin Cerri, Group Creative Director at Walton Isaacson there should be a conjunction in the promotion of values and product. “Brands are like people. They convey a personality and therefore, values. But those values must be bond also to the product that brands represent. There is a current trend of promoting values and sometimes it looks overdone” he told PRODU. When creating an advertising piece -he said-, thinking in solutions supported by good ideas is one of the challenges arising from the adblockling phenomenon. “When there is good advertising, people are not only interested in it, but they’re also open to share it. This is what happened with our last campaign Turn ignorance around, which is one of the biggest successes in social media in the history of Hispanic advertising.” The Hispanic market needs to find more clients committed to the target, he explained. “There are many American agencies with Hispanic units. But there is no real commitment. It’s a façade. That’s why clients Hispanic-committed must be found, not those that only want to check the box.”