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Tecate is one of the flagship brands in the beer market in Mexico.
An element that has attracted attention in the beer market is the one that has to do with innovation in what is communicated.
This communication with high doses of creativity has led to increasingly valuable activities in the market.
Almudena BlancoCEO and Federico Russi, Chief Creative Officer at Le Pub México, they share a voice in this exclusive interview for Merca2.0, where they detail how important creativity is today and how important it is to reach clients like Tecate.
Merca2.0 – How was the presentation of the first brief with Tecate?
Le Pub – From day one we felt a great chemistry that has led us to have a very transparent relationship where agency and brand are a single team pushing for the same side.
Merca2.0 – What are the objectives that Tecate seeks to achieve?
LP – At Le Pub we are obsessed with being relevant and creating an impact on the culture through ideas with each job. But we know that we are not going to achieve this alone, which is why we get so involved with the brand seeking to co-create strategies and creativity with them.
Merca2.0 – What is Le Pub’s strategy to surprise the market?
LP – We know that Le Pub is not for all brands. Today we have a very talented team with incredible potential. With that, our first assignment will be to build a culture that changes the way we do things in agencies, while we get work out on the streets that is worth talking about. The goal is quality, not quantity. Once this model is entrenched, and having proven our worth out there, we will look to recruit brave clients who have the most potential to fit into the culture, who are keen to walk the road less traveled and are looking to be part of the process with us. . We are not looking for them to “leave us homework” and come back with a solution, we want to team up and create huge things together.
Merca2.0 – Beer is one of the oldest clients that advertising agencies have had. What is it like to advertise in a category where it seems that we have already seen it all?
LP – The fact that some categories have been advertising for a long time does not change the way we work or how we propose relevant and innovative work. We are focused on finding brands a fit in culture and what is culturally relevant today is not the same as what it was 100, 50, 20 or 5 years ago. Our job is to find the evolution that excites and engages.