City Spotlight: Argentina's Buenos Aires Boasts Outsize Creative Talent, Global Reach
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With outsize creative talent and a local market prone to economic and political turmoil, Argentines often have one foot in cosmopolitan Buenos Aires and the other in the rest of the world.
Santo, one of three WPP agencies to win Coca-Cola’s global creative review this month, has always worked for the world from Argentina. About 60% of Santo’s business is international and 40% comes from local accounts, said partner Maxi Anselmo.
At Del Campo Saatchi & Saatchi, founder Pablo Del Campo became the network’s worldwide creative director last year, and dispatched his Buenos Aires Executive Creative Directors Mariano Serkin and Maxi Itzkoff to Europe in the new roles of co-chief creative officers for the region. At home, a new generation — CEO Gloriana Lopez-Lay and Executive Creative Directors Ariel Serkin, Juan Pablo Lufrano and Rafael Santamarina — is taking charge at the agency’s offices, a gorgeous complex of former stables in horse country-turned-suburbs north of Buenos Aires.
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