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VMLY&R: What a great time for us to be creatives
Claudia Smolansky| 2 de febrero de 2022
Luis Madruga Enriquez de VMLY&R Commerce
For the fourth consecutive edition, the VMLY&R Group was honored as Agency of the Year by the Circulo de Oro. Speaking of that achievement, VML&R”s Chief Creative Officer Luis Madruga Enriquez noted that one of the key elements of this year’s work has been striking a balance between selling brands and pure creativity. “We have immense creative talent in the office and together we constitute a force driven by a single shared vision of our company,” he said.Faced with today’s challenges plus what they’ve learned over these past two years, Executive Creative Director Adriano Lombardi of VMLY&R Commerce recalled that “working on a campaign is always painful.” In that sense, he considers that disagreements and arguing make up the best thermometer of creativity. “No pain, no gain. We’ll always have such situations and that brings the changes we’re looking for,” he said. To that idea, Executive Creative Director Pedro Mayorga of VMLY&R Commerce added that this new way of working online gives rise to new projects and original creative ideas, which has a challenging but really satisfying feeling about it. The VMLY&R Group believes that a sense of togetherness and teamwork are key to carrying out any job. “We’ve formed a great group. The most important thing is the feeling we all share, which is a love for this profession. Sure, we know it has its painful moments, but in a good way. When we look for new talents, we check on whether they have a real passion for this business of connecting brands with consumers,” Mayorga said. In that sense, Lombardi noted that in the VMLY&R Group, teamwork is synchronized and empathetic. “You know that you have a great team when you feel comfortable and when the stardom is shared by all together,” he observed. For Madruga, the evolution of creative muscle has been a key element in winning the Agency of the Year award for four straight years. “You look at the first video of our work and the current one and they’re completely different. That speaks to the evolution not only of our company but also of our philosophy, which is one of unwavering consistency,” he said. He believes an idea is effective when it touches your emotions and has an “emotional paycheck,” and thus sparks “envy for what is good”…but also for its success in growing a business. For his part, Mayorga repeated that “selling solutions” is one of his mantras, and which indicates how creativity can “decide the path forward” for any business.“We must construct models that continue to make brands relevant,” he added. Finally, Lombardi said that agencies must keep pace with consumers and understand the latest trends and concepts as sources of profit, as are the omnichannel approach and the fusion of online and offline. “We’re at a great time to be creatives,” he said.
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