César Agost Carreño of Ogilvy & Mather Mexico: The U.S. Hispanic market has mature but it still must make the leap

For César Agost Carreño, Creative VP at Ogilvy & Mather Mexico and Regional Creative Director of Ogilvy LatAm the Hispanic market has matured in the last years, but it still must make the leap to achieve greater creativity. Ogilvy has the agency David in the U.S. and an office in Miami responsible for the Hispanic market. He also has noted an important creative evolution in the Mexican market. “Mexico made the leap, also Peru and Colombia, both in a qualitative and quantitative way” he said. “Last year I was jury for the Creative Circle (Círculo Creativo) and had access to everything being done by the Hispanic market. I believe it’s still lacking a share of boldness and saying: ‘I’m not less than the general market’, and I think that’s what’s going on.” For Agost, Mexico is much better than before and inexorably it’s going to become a very good market in the future. “They tell us abroad -I had the opportunity of being part of the global creative council at Ogilvy in Chicago and in the Asians- that Europeans value a lot what is happening in Mexico as a market. It was like a volcano that began with a little smoke and now the lava is pouring a lot hotter.” He said that they rely on a lot of local Mexican talent, the team amount 320 people, 300 are Mexican, and he added that multiculturality always adds to the creative teams.