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Ricky Vior from The Community: The growth of the Hispanic market has boosted changes in agencies
26 de mayo de 2015
Ricky Vior, director creativo de The Community
For Ricky Vior, creative Director at The Community, the growth of the Hispanic and multicultural market in the US has forced the advertising industry to take actions and boost changes. In statements to PRODU, he assures “it is a process that is occurring in a natural way I think the same thing happens when anybody from any part of the world comes to live in the US, you gradually adapt, you are going to absorb the culture at the same time this culture absorbs you. It is an organic relation”.And precisely that organic relation is what has flourished between The Community, founded in 2001 by two Argentinian creatives and SapientNitro, agency that last year purchased it. “This fusion is nothing more than a small example of the times we are living. SapientNitro and The Community have integrated in a natural way and is nothing but the union between an agency which tended more towards ideas and creativity and another oriented towards new technologies, with deeper and more strategic thought”, he said.According to Vior, this fusion between SapienNitro and The Community has brought multiple benefits, “the exchange between two very different cultures is very interesting. I think we bring things to one another and offer each other things that are good, both for the agency as for the internal culture and the clients.Regarding the 2015 ADC Portfolio Night, Vior said the activity was an excellent initiative. “What we are seeking are new talents. We want those kids to believe in themselves, to have their own voice”.
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