MERCADEO Versión en español
Silvio Caielli of the community: The challenge of trying to understand what goes on with people remains
Liz Unamo| 14 de julio de 2020
Silvio Caielli de The Community
Silvio Caielli, considered a benchmark of Argentine and U.S. Hispanic creativity, has been promoted to creative director at the community. “When I was called to join the agency four years ago, I didn’t hesitate. Many years before the word ‘multicultural’ became fashionable, the agency was already looking at the world and the market in that way. Nothing could make me happier than taking on this new role in an agency whose values I admire and with the prestigious team of the community.” For Caielli, even in the current context the industry’s main challenges remain: trying to understand what is going on with people, what is happening with brands, and looking for a way to put both extremes together in a relevant way. . However, Covid-19 has forced all sectors to reevaluate their ways of working, which for the ad industry has meant how to establish and protect agency culture when there is no longer an agency in the physical sense. “Agency culture will weaken little by little if there is no such spontaneous contact,” he said. “In the community we have several online contact points: we make global calls every week, have happy hours, virtual celebrations, and keep our teams in contact all the time. And finally, I think there is a bigger challenge, which is the social one. I hope the effects the lockdown has had on the environment will help us understand the impact we have on it and improve our habits.” As for making pitches, Caielli said the key is in the organization. “We must follow and trust its plan as much as we trust our ideas. Now that our team is working from home, setting a schedule each day is essential, and more so in the case of a pitch when you have a brand in your head all the time. The best way to do a good job is by assuring the integrity of the people at work, which is what we try to do with our team.” Caielli, who has vast experience and has won awards at Cannes Lions, The One Show, The New York Festivals, Epica Awards, FIAP, El Ojo de Iberoamerica, Platinum Pencil, Gold Pencil and Diente, as well serving on the jury of these two latest festivals – advises young people that constant change will always be part of their career in the ad industry. “I would say that change is the only thing that will never change, neither in our profession nor in any other. So you have to get used to it without fear. Right now it’s this, tomorrow it’s that, and the next day it will be something else. And I would try to see change as a chance to learn something new and not as a barrier.”
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