MERCADEO Versión en español
Ross Ludwig of Conill: Good ideas have to go back to being simple in order to connect with people
27 de junio de 2013
Ross Ludwig
At Cannes 2013, PRODU spoke with Ross Ludwig, Executive Creative Director of Conill, who shared his perspective on the evolution of Hispanic agencies and their performance at the festival.In regards to the creative quality of agencies in the Hispanic market, Ludwig defends the idea that creative growth is a global phenomenon. Being here in Cannes is a source of inspiration for next year. The longer you stay here, the more you absorb, and this reflects on your work when you go back to your agency. Its a kind of virtual cycle that repeats every year said Ludwig.He was supportive of the Hispanic market spots entered at this Cannes: The Hispanic works Ive seen have been great. There is constant improvement in production quality and ideas, and are now among the best in world.Any good idea, whether for activation, cyber or online, will have to go back to being simple in order to connect with people, and thats what were trying to do at Conill added Ludwig.In regards to the Hispanic identity, Ludwig said that, creating an identity is hard for Hispanic agencies because they share clients with the general market. Its a mix, but I believe general market agencies are recognizing the importance of the Hispanic market, and are open to creating that identity.
