Javier Campopiano from Saatchi & Saatchi Multicultural and LatAm: Our discipline requires us to be truly integrated

Javier Campopiano, CCO at Conill Saatchi & Saatchi and regional creative director of the network for LatAm, highlighted the recent changes the agency has undergone; as he explained, their case is a consolidation of a true integration that answers perfectly to what they call: one team one dream.”I arrived in August last year, months after Hernán Cerdeiro was appointed executive creative director of the LA office and Rodrigo Vargas had just joined the agency as Integrated Production of both offices. We are also bringing in a team from Chile”, said Campopiano in conversations with PRODU.According to the executive, changes have to do with what in the agency they call one team one dream: “for me it is important that the offices in LA and Miami work in a fluent way and I think we are achieving that. Nowadays our discipline requires us to be truly integrated, not from our speech, integrated in a natural way”.He also highlighted that advertising is closer to a discipline in which labels have no importance. “If we speak for example, about Hispanic millennials, those are people who have access to the best of all cultures. We are a clearly multicultural agency, but our goals transcend labels of origin. We care more about ‘where we are going’ than ‘where we are from'”.