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Fonk for Thoughts: Leandro Alvarez
Portugese President and CD of TBWA\EPG Leandro Alvarez encourages creative transparency through the agency's weblog. His Fonks for Thoughts...
Photo Leandro Alvarez: 'Our corporate weblog, 'TBLOGWA', increased our awareness in a very short time.' BlogFonk: Who is Leandro Alvarez? And where are you from? Alvarez: I'm the President and Creative Director of TBWA\EPG in Lisbon, Portugal. BlogFonk: Do you love your work? Why (not)? Alvarez: Half of the time I have an exciting and very rewarding job. The other half I'm the President. BlogFonk: What is 'TBLOGWA' all about? Alvarez: TBLOGWA is a site in a blog format where everybody involved with the advertising business can see what we do and how we do it on a daily basis. It's also a way of establishing a dialogue between the agency and students, clients, other agencies and journalists. BlogFonk: Do you think weblogs, which follow advertising trends, have added value towards ad agencies? Alvarez: In our specific case the feedback has been fantastic. I don't have numbers yet, but I feel that we have increased our awareness in a very short time. BlogFonk: Is there difference in mentality of creatives in the countries you've worked? Alvarez: Creative people are all different but are all the same. Although I believe culture and language make people think in a very unique way. That's why a Japanese creative has ideas that a Portuguese one will never have. BlogFonk: What are the latest important developments you've noticed in advertising? Alvarez: Creative teams by Bill Bernbach in the 60's. The rest is just bull. BlogFonk: Which project are you most proud of? Alvarez: I am very proud of the work we are doing for IKEA since its launch in 2003. It's exciting to help build such an iconic brand in the Portuguese market. BlogFonk: If you'd be given the chance to do something over again, what would that be? Alvarez: Choose the right numbers for last week lottery! BlogFonk: Finally, what is your motto, your 'Fonk for Thoughts' (inspiration to be creative)? Alvarez: Advertising is not a 100m race. It's a marathon. |
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posted by BlogFonk: Monday, September 27, 2004 [#]