Aconseja al mercado hispano humildad para seguir creciendo
Flor Leibaschoff, Group Creative Director at Richards/Lerma, commented that she has reached the position that she has by being a bit thoughtless and without beating too much around the bush. “The only thing you have to ponder over is ideas. That is why I don’t beat around the bushes. I’d rather say things face to face: ‘This needs more work’, ‘this is not working’, and ‘ let’s see what we can do about this’. I think we all have to go through stages in which we take risks without thinking too much, because rationally we know they are crazy.” She says that her first female reference in advertising was Fabiana Renault. “I met her at the Escuela Superior de Creativos Publicitarios; she always said things very directly.” In her opinion “ideas have no gender” and she says that the amazing thing about the Cannes Lions Festival is that what wins is an idea, not a person. Her advice for the Hispanic market is humbleness regarding the awards obtained in the last few years. “It is necessary to keep working hard to bring out better ideas. It is always possible to make improvements. When you believe in them, ideas notice it.” One of the best pieces of advice I have received has to do with not losing time to sell an idea. “If you defend it and it doesn’t pass; use that time to produce another one that is better. It’s necessary to know how to let go, to find something better.”
