MERCADEO Versión en español
Paco Olavarrieta from Dieste: The creative voice of Hispanic agencies has grown in the last years
Manuela Walfenzao| 14 de abril de 2015
Paco Olavarrieta, creative general director at Dieste, has lived the world of advertising in different aspects. He started in Mexico in big agencies, then went to the Hispanic market in the US and has had his own creative companies.This year he is an evaluator at the Ibero American Advertising Festival (FIAP, according to initials in Spanish) in Mexico.He told PRODU that his category, Effective Creativity, is very good because it measures the results of a piece. “The point of all creativity is that it generates results, that it reaches some goal, but there must be a balance between fresh ideas and those results”, he added.For Olavarrieta, Hispanic festivals are very important. They allow ideas created for the Spanish language to be acknowledged, because there are things that are lost with translation. “It’s good to be able to appreciate ideas exactly as they are”, stated the creative. “To win in Latin America is a tough job, because there is a lot of talent in Argentina, Brazil, Mexico, and competition is rough”.For him, digital and social are the great challenges for agencies nowadays. He mentioned that Hispanic agencies also have important challenges, like overcoming the concept of total market, which implied a threat to them.”I think Hispanic agencies have remained and what has increased is the weight our creative voice has among the clients”, said Olavarrieta. “Hispanic and general agencies are starting to work hand in hand, like pairs”.
