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Alejandro Egozcue from LatinWorks: In the Hispanic market it is necessary to be less comfortable to have better creative quality
Liz Unamo| 13 de octubre de 2016
Alejandro Egozcue
Alejandro Egozcue, Creative Director at LatinWorks, feels proud to belong to the Hispanic market because the industry is leading a big transformation. “I have been in the Hispanic market since 2001 and I have experienced how it has grown and how working hard you can make good ideas” he said to PRODU.Although he considers creative quality in the Hispanic market still isn’t so good, he says it is necessary to push talent and “be less comfortable”. He adds that one of his contributions during the U.S.H. Idea Awards was to celebrate objectively any good idea that allowed raising the market, without having an agenda. “I like it when a brand solves a problem related with its image, in a simple but unexpected way.”Egozcue has participated as a juror in several festivals, including AME and ONE Show bootcamp, among others.
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