Iván Calle, director creativo ejecutivo de Zubi Advertising
One of the challenges U.S. Hispanic agencies face is to redefine what they are and what they do, according to Iván Calle, Executive Creative Director at Zubi Advertising.“Today, speaking Spanish has become an advantage. This guarantees a permanent audience, interested in what we might say, who wants to be addressed by people who know who they are. Brands are aware of this, and are truly interested, so we are always going to be in their radar. Our challenge is to make relevant ideas that render results and engage our audience” he explains to PRODU.Regarding creative quality, his opinion is that a piece must have a good idea, with a purpose, and it must be relevant. “Good ideas have a goal, they must have a result that benefits the brand and the consumer. They must truly fulfill clients’ requests, with a marketing goal” he says. The most awarded agencies that do very good jobs, he added, have people from all over the world, regardless if they are from Alaska, China or Peru.Calle explains that awards gain increasing importance, so he applauds that the most recent edition of the U.S.H. Idea Awards -boosted by the Círculo Creativo- was independent, because this grants it autonomy and objectiveness. “It contributes to better development, focused on Hispanic agencies, allowing more specificity in their programs, events and plans for the future, mainly benefiting the growth of our agencies and the market we represent. Ultimately, it unites us more and drives us in the same direction.”
