5 Minutes with... Del Campo Nazca's ECDs

M&M > The passion. All of us who work at the agency put our work above everything else. From the very first day we started at Del Campo, our goal was to be one of the best international agencies, based in Argentina. We had one thought in mind to achieve this: You can’t choose the battles you fight, but you have to fight them all. That was what set us apart. There is no such thing as a good or bad client. They all deserve a good idea and it’s our responsibility to make that happen. 

 

M&M > Winning at festivals and receiving awards doesn’t make you better or worse as an agency. But it gives you a reason to celebrate and build stronger bonds with the work team. And above all, it helps keep talent within the corporation. 

 

M&M > All the beers in the world work with the same insight:”friendship”. It is very difficult for a client like AbInBev to let you stray from that theme. So the only alternative we had was to look for a different way to execute it. We decided not to create a campaign that delivered a speech and set out to do something real in favor of “friendship”. That’s how we came up with “Andes Teletransporter“ the first year, ”Andes Friend Recovery” the second, and “ANDES THE GREAT ESCAPE” this year.    

 

M&M > Playstation was an interesting and, at the same time, dangerous challenge for us because we weren’t briefed to continue building the brand with the hard-core gamers in mind. We had to broaden the target and deliver a more universal message - a message that both a kid and his father would like or, even more difficult, one his mother would like. That’s how the concept “WE ARE ALL PLAYERS” emerged. It’s an idea that talks about what is within the DNA of human nature: competitiveness. Regarding whether we prefer working with global or local brands, we prefer working with people who are professional, respectful and willing to assume and share risks, regardless of the budget or size of the brand.

 

M&M > Argentina is always in need of a good idea to survive. It’s the only thing that keeps us afloat. We live in a country where economic crises are, and forever will be, embedded in our history. We are accustomed to having to think of possible ways out. Furthermore, there’s also the fact that it’s an Argentine idiosyncrasy to be very direct, and we don’t have a problem saying what we think. This makes our messages true, honest and powerfully insightful.   

 

M&M > BGH is a technology client. And technology is in need of humanity to reach consumers. Also, BGH can allow itself this type of creativity because it’s a local client and they don’t have major economic resources, so they need higher-impact ideas to stand out in the media.  

 

M&M > With our gut. Except in few occasions, where we hire people for their previous work. But up to 80% of the creative department was hired for their desire to work in the ad industry. Wanting it is everything. It’s something you can see in their eyes. You can feel and smell it. 

 

M&M > Unfortunately, we work too many hours a day for our clients and we have no free time to create our own brands. Is this a stupid answer? Absolutely.  

 

M&M > Creativity and effectiveness are completely connected. An original idea has a much greater chance of being effective than a bad idea no one remembers.  

 

Maxi > In my case, I studied advertising because I had no clue what to do with my life. And since my friends all wanted to get into advertising, I thought “at least I’ll have fun with them.” In the end, I was the only one who actually continued with it. 

Mariano > I don’t have a reasonable explanation for it. I just know when I was 13 and my family asked me what I wanted to do for a living when I grew up, I always answered I wanted to make commercials.  

 

M&M > The most exciting thing about the industry is that the rules change every day. We are no longer simply ad agencies but developers of ideas in different formats. 

What part of it would we like to change? The work processes. Today, working in the industry means being willing to attend endless meetings looking at 1,000 charts that mean nothing at all. Communication is analyzed as if it were a mathematic equation. Feelings are put to the side and fear rules over reason.   

Looking over the last ten years of advertising, we see it has got worse year after year. Less powerful. Less original. Less effective. We could blame it on the global economy but that’s not it. The real reason is that the industry has been systematized and corrupted in order to make even more profit. Luckily, there are still some agencies and people like us fighting to give the profession back its magic.  

 

M&M > It was probably Music Microwaves for BGH because we came up with a solution that went beyond the capacity of an ad agency and we learned a lot from the process, particularly in terms of controlling the anxiety of a client who had to wait 8 months for its idea to be finished. MUSICAL MICROWAVES was considered one of the top 10 best ideas of 2011 by AdAge.

http://www.dcnazca.com.ar