By Jose Reyes, partner and creative director, Turbulence Advertising

Jose Reyes, partner and creative director, Turbulence Advertising

Photo: Turbulence Advertising

So, a Puerto Rican, a Cuban, a Colombian, and an Argentine walk into a bar… Nope, this isn’t some cheap, tasteless joke about our newfound multiculturalism. It’s everyday at one of the top Hispanic agencies in the U.S.

Once we get to the bar, the scene’s pretty familiar. We all have high expectations, and we’re pretty hard on each other. After all, we’re all still looking for the best “idea.” Most of the creatives have been trained in other Spanish speaking countries, where production budgets aren’t great, so more emphasis is placed on creating something breakthrough. In those countries, advertising messages tend to be sophisticated with an emphasis on the creative solution without underestimating the consumer.

Click here to read the complete article