Why Pedro Pérez Is Never Finished
According to creativity researchers, there are four sides to creativity. Person (personality, habits, thoughts), product (the thing that results from creative activity), process (how you work), and press (environment factors, education and other external factors) all play a part. So, we figured, let’s follow the science to understand your art. Creativity Squared is a feature that aims to build a more well-rounded profile of creative people.
Pedro Pérez joined FCB Chicago as its chief creative officer in March, replacing Andrés Ordóñez who recently became the FCB's global CCO.
Pedro is a creative leader with more than 20 years of experience with a creative philosophy centred around being consistent at being different. He joined FCB from Dentsu Creative, where he was chief creative officer for the Chicago office, where he helped launch 'Scrolling Therapy', an AI tool that utilised facial recognition to allow Parkinson’s patients to exercise using social media, and led the Chicago office into the top 10 rankings at Cannes Lions (number six in the US and number eight in North America).
Prior to joining Dentsu, Pedro spent three years as chief creative officer for Energy BBDO, where he was the creative lead behind Extra gum’s 'For When It’s Time' campaign, which celebrated the world opening back up post-pandemic.
Pedro was born in Puerto Rico, the most beautiful island in the world (in his unbiased opinion). He’s proud to be a CCO, a husband and a dad — though not always in that order.
We delved a little deeper into his mind via an entry into our Creativity Squared series.
Person
I grew up on an island in the Caribbean dreaming of what I wanted to do with my life, motivated by my innate sense of curiosity. I live by the concept of creative generosity, recognising the importance of understanding the perspectives and backgrounds of others in the creative process.
My approach to creativity is marked by empathy, curiosity, and a commitment to understanding the human condition. True insights into the human experience are the key to any creative idea.
Product
When evaluating the creativity of a piece of work, I'm drawn to its ability to play at the intersection of the brand and our society. I look for work that amplifies the tension between the two, and truths that will resonate with the audience.
It's critical to consider how people will interpret and participate with the brand's message and strengths in a broader societal context. Ultimately, I gauge the effectiveness of a piece of work by its emotional impact - does it evoke feelings and leave a lasting impression? It's this ability to evoke emotion and resonate with audiences that truly defines creativity.
Process
I thrive in a collaborative environment like a writer’s room, where everyone's input is valued, not just the copywriters. Fostering vulnerability, which is integral to achieving greatness, and making space for the free flow of ideas, even the seemingly bad ones. After a briefing, I trust my instincts, jot down initial thoughts, recognising the value of intuition in the creative process.
It's so, so important not to grow attached to ideas; being open to letting them come and go leaves room for growth and innovation. I am obsessed with FCB’s idea of being ‘Never Finished’, which is something that attracted me to the agency in the first place, because creative work is a continuous process, never truly finished but constantly evolving, especially in today's fast-paced world, there are deadlines, but the best ideas are never done.
Press
Growing up playing basketball as a point guard shaped my perspective on leadership. It's never just about winning; it's about orchestrating the team, understanding each player's strengths and weaknesses, and foreseeing the dynamics in the game. I find myself drawing from those experiences, assessing where people fit best and how to leverage our collective efforts.
Every member of the team plays a vital role, but to succeed, we must move as a cohesive unit, adapting to the ever-changing flow of the game.
