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Fernando Vega Olmos and Esteban Martucci: Awards are metrics to help distinguish the good from the famous
Cristian Vergara| 24 de noviembre de 2015
Esteban Martucci en entrevista con Fernando Vega Olmos
Fernando Vega Olmos, renown Argentinean advertiser and Founder of innovation company Picnic, stated that even though awards are necessary for the creative advertising industry because they act as metrics to distinguish the “good from the famous”, the increasing number of awards that are given lessens the value of the measurement. In the first delivery of a series of interviews carried out by Esteban Martucci, Vega Olmos also referred to how the field has gradually evolved, from his perspective. “Advertising was more an occupation than a profession that people studied in an academic context. At that time, it seemed like something minor, people did it because they needed money to live. There was much more work and opportunities to try things out. Passion is something we had back then and I guess many creatives nowadays do too” he said.The advertiser also pointed out that he would undoubtedly choose communication if he had to. “I don’t know if I would work in an advertising agency; I feel that today those are places where ideas are what matter the least. Maybe I would go work in another type of company that made content” he emphasized.
