Saúl Escobar from Grupo Gallegos: Good ideas don’t understand about markets

Some creatives understand Creativity and Total Market as antonyms and the debate continues to be one of the topics to resolve in the industry. Good ideas are not tied to one market, like Saúl Escobar, creative director of Grupo Gallegos, says.”I personally think that good ideas do not understand about markets. A good idea should be understood by all who see it. Although logically, there are factors such as cultural insights, humor or politically incorrect topics which are more relevant to certain markets and that are necessary to be taken into account in the making”, he says.In statements to PRODU, Escobar considers that “if that idea was born from a brief in which these target details were not taken into account, then it is possible to suffer a terrible adaptation where creativity will be sadly affected and the message will make no sense”.Hispanic consumers who continue to be a cornerstone of the US economy, have forced the advertising sector to challenge itself constantly in the aim to attract that consumer.