MERCADEO Versión en español
Martín Mercado of Mercado McCann in interview with Esteban Martucci: The worst thing we can do is to underestimate the film
Cristian Vergara| 23 de febrero de 2016
Mercado: Voy más directo a lo que me parece relevante y no a lo superficial
In the third presentation of Selfinterview, Esteban Martucci inquires Martin Mercado, President at Mercado McCann about those characteristics which have led him to become one of the most recognized advertising figures in the world. Mercado explained that human emotions happen in all cultures, all religions. “Thinking about laboratory ideas is something else, we can experience with what can win in a festival, what can be more exotic, but the truth is I dont enjoy it” he said. He added that we all have many ingredients to be creative. “What we lived, what happens, the juncture, understanding the brands soul all of this is put into the blender and what comes out is something that you believe could be relevant” said the interviewee. Martucci delve deeper into Mercados creative evolution. “We build ourselves over time. Now that I am old, I get tired more easily but I try to do more with my time. I aim directly to what I believe is more relevant and not superficial” he said. He also emphasized that film is the most complete category: “it doesnt matter if its a video, a viral, a spot or a case. Even new categories are told with a film. Whatever you do is good to see. The worst thing we can do is to underestimate the film.”
