Francisco Valenzuela (left) and Nicolas Soto (right) are publicists from U. del Pacífico, and have worked since the beginning of this year in the Peruvian agency Circus.
Being motivated by discovering new markets, getting to know new cultures and ways of working, these two advertisers left to get to know the Peruvian world of advertising. While the opportunity came during the summer, the two creatives had already approached the agency, when Nicolas started his professional internship during the beginning of the year 2011.
After getting his degree, traveling and working in agencies such as Euro RSCG in Chile – currently Havas WW – where they met, the good relationships established with Juan Carlos Gomez de la Torre, Chief Creative Officer at Circus, allowed them to start working outside their country.
Knowing that it is increasingly attractive to participate professionally in other Latin American countries, and not just Argentina and Brazil as is usual, because of its commitment to create innovative work, they decide to opt for Peru, since it is similar to Colombia – they say – which are countries that are excelling in South America and worldwide. “We also believe that it is a less developed market, but riskier than Chile. Those that go further back have to struggle twice as much and that’s what they are doing here,” they say from the northern country.
What are the main differences with the work done in Chile?
Basically at country level, we believe Peru is going for riskier things. In Chile, there are very good creative advertisers but since the country and the economy have remained stable during the last decade, there is too much comfort and a feeling of saying “we are doing well”, so people don’t dare to do new things. They are too focused on doing the job well, instead of doing it well and going a bit further.
How have you adjusted yourselves to the local advertising?
It’s actually not that different. Customers will always be customers, with their pet peeves, with their wants, some are riskier than others and some prefer to stay in the comfort of their profitable business. Either way, here we have had more freedom to propose things, because they are hungry to do creative things. The “buts” are something that is expectable, such as the language difference, the customs, etc.
What is everyday work like there?
The system is different in comparison to the other agencies where we have worked. Here we don’t have designated accounts. And nobody does. Here we work by projects, and the pair or the team that isn’t busy takes the job, which allows you to always be thinking fresh ideas and not fall into monotony. It is an attractive way of working, we recommend it to other agencies, and it is good for the agency which is something that you can see through the amount of creativity and effectiveness awards the agency’s campaigns have received.
What are your projections and the next paths you visualize?
For now we just want to do our best in Peru. We feel comfortable here and we have been trusted enough even to work on major projects. But anyway, we want to continue growing and learning in the future, and migrating to other countries with larger markets. We are very attracted by what is happening in Brazil, U.S.A. and Australia. But in order to get there, we know we have to do well here first.