MERCADEO Versión en español
Nuno Mendes of Zubi: The ad industry needs a more artistic focus
Liz Unamo| 9 de enero de 2023
Nuno Mendes de Zubi
One challenge facing art directors is the need to constantly come up with powerful, culturally relevant ideas. Keeping up to date in the creative industry with the latest trending ideas is a part of the game. From that point of view, Nuno Mendes told PRODU that as a senior art director at Zubi, his mind is bent on winning fame. “We must create outstanding work that produces results for our clients and for the agency. As a guarantee, the work and our lifestyles must inspire the entire Zubi team and the whole market as well. What’s more, my colleagues and I have the mission to make Zubi a most talked-about name in the sector,” he said. The other challenge, Mendes said, is to defend creativity. “I believe that in every chat among colleagues or in whatever phase of a project in which creativity appears to be left along the wayside, we ought to argue that creativity gives brands a competitive advantage. I feel that from such a position we can offer reasoning and solutions based on all we’ve learned from past experiences, from all the successes and failures we’ve been through, and by observing closely the length and breadth of our professional careers. It won’t be easy – it takes courage and resilience.” The job also requires one to have certain attitudes like perseverance, an open mind, curiosity, daring and an acute memory, which is the same as “keeping the enthusiastic spirit of a young creative on every job, despite all the obstacles and failures one might have suffered before.” He suggested that the industry lacks a more artistic focus because art moves people in ways that most ads don’t achieve. “A more artistic mentality when it comes time to tackle a communications problem leads to new points of view and to work that is more deeply moving.” For Mendes, being in Zubi is a learning opportunity, since it is the first Hispanic agency he has worked for. “It’s a chance to learn new methods and immerse myself in this tapestry of cultures that is the United States of America. I have fun while learning a lot with my new workmates and from the projects I’ve had the luck to take part in up to now.”
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