Wing’s Favio Ucedo: This is such a complicated market for creative work

Favio Ucedo, Wing’s CCO, was part of the creative talents invited to become the jury for the USH Idea Awards edition, a ceremony organized by the United States of America Hispanic Creative Circle, to acknowledge the market’s creativity.Regarding the formula that goes “creativity plus effectiveness”, the creative head says these are elements that always need to be in the pieces, since with no effectiveness the whole thing would no longer be good business for the brand. “Likewise, you can be effective, either being creative or not. That’s the agency’s call. I am all for Barcelona FC, I love winning playing well. I mean, with the highest creativity possible in doing what we do,” explained Ucedo to PRODU.As he spoke about the creativity in today’s Hispanic market, Ucedo claims it is in the same place it has always been. “There are very few good things in the Hispanic market. If we are to measure it by the festivals, generally the best work comes from the same agencies or the same creative talent that switched agencies”, stated. “That doesn’t mean there is no talent in Hispanic agencies, there are just not many opportunities. And I’ve been saying this for a long time now, this is a very complicated market for creative work,” he concluded.