Hasta La Creative!

Pablo Buffagni, one of the best-known U.S. Hispanic creative directors, is returning in a new role. He’s combining his creative expertise with a talent for asado, the Argentine word for barbecue, in a new creative agency called BBQ.

Until April, Mr. Buffagni was chief creative officer of independent Hispanic shop Grupo Gallegos. Before that, he spent a decade at Saatchi & Saatchi’s U.S. Hispanic agency Conill, leaving his job there as chief creative officer in 2012 to join Grupo Gallegos. There was been widespread speculation about what Mr. Buffagni would do next.

“All the agencies have acronyms like BBDO, DDB, AKQA and I thought about asados, and [that led to] barbecues, and BBQ, which looks like a corporate logo,” he said. “Coming from Argentina, and doing asados almost every week, I thought it’s a nice metaphor for the U.S. Every culture has its own recipes, and their own approach. In the end, you have to fix something for everyone, and the side dishes may be different.”

Continue reading at AdAge.com