Sabouret encuentra interesante como la industria frecuentemente limita la creatividad
For Pablo Sabouret, Account Supervisor at LAPIZ, creativity is the trigger, a way of presenting unexpected ideas that could change peoples behavior. “Creative is the outcome but also the process: We strive to take creativity to everything we do, write and produce. It’s not only what we finally broadcast, it’s also how much care we put on the work and on the launch, how we surprise consumers and clients, and how we use peoples feedback to amplify the message over and beyond” he explained PRODU. He finds fascinating how frequently the industry limits creativity to the creative team and how they have been betting on cooperation in order to increase the involvement of their departments. “Being beside the account, I usually felt there was little space to get involved in the creative process per se and my contribution was simply as a liaison with the client. Two years ago our team began to constantly feed cooperation to end this centralization: creativity can come from anywhere and from anyone.” After some time -he said- good ideas can come from different individuals “but the best ideas are team-generated, jumping from one perspective to another, adding flavor as the process progresses, taking real advantage of all the players that make an additional effort despite their title or role.”
