How did you get started in advertising? What's been your career road map?
Long road map. After graduating with a BA in Architecture, and realizing I was not the architect type, I started as an art director at BBDO/ Buenos Aires. After a few years, I headed north to BBDO/NY, where I just concentrated on creating THE WORK, THE WORK, THE WORK.
Next stop: Boston. Too cold for me, but became a Red Sox for life.
After four years, Los Angeles was my next move. Alcone and Grupo Gallegos were my homes for the last two decades, until I decided to call my own shots.
Today I work in Los Angeles and Buenos Aires, mainly creating brand activation/content campaigns, both for clients and agencies.
Do you have a personal motto?
The brief you are working on today is always the most important one. Never wait for the dream assignment. Only you can make it a dream assignment.
What’s the most important lesson you’ve learned?
Always have an opinion, a point of view. Voice it.
What excites you most about this industry?
The ever-changing nature of it. It keeps you young, fresh, agile. Always looking forward.
Where is advertising heading? What do the next five years look like?
I recently read that by 2022, 80% of the advertising process will be automated, “a threshold that will never be surpassed”. We should then, heavily concentrate on the remaining 20%, by continuing to build brand value, storytelling and experiences. All things that, in order to be created, will always need a human being to achieve it.
What advice do you have for those just starting in advertising?
Love it 100% or find something else to do. There’s no cruising in this industry.
What should our industry be talking about in 2018?
There are many topics in our industry that are currently being addressed: pay inequality, harassment in the workplace, diversity, inclusion are fundamental topics we all need to collaborate to resolve them.
But from where I stand, I want to put all my effort into bringing back one-on-one mentorship to the ad agencies. What happened to it? The frenetic pace of our industry doesn’t allow it anymore. But on the other hand we have the time to answer 300 daily mails. Or spend endless hours in unnecessary meetings. We need to invest our time wisely, efficiently. And mentoring someone is the best investment our industry can make.
Photos: Don Lupo
You are one of the most creative people we know. How do you get into a creative state if you’re feeling less-than-creative?
The worst thing you can do is to stay put and try to hammer the ideas out of your head. It's a total waste of time and energy. I’d go for a walk, listen to a podcast, or share the brief and my initial thoughts with a friend (who doesn’t work in advertising).
Look for different perspectives outside our “world”. You might find a very practical solution or discover a new insight.
Any closing thoughts?
I love millennials. I love their philosophy about life. The pursuit to find balance between their personal life and work. They do have more than a point. And we can all learn a thing or two from them.
Luis Camano is a ThinkLA board member and mentor, award winning creative, and an expert in the field of brand activation. Luis puts international advertising on our radar by providing our monthly Global Wednesday content.