When I transitioned from filmmaking to advertising, there was still a belief that only global agencies were truly authoritative. Back then, I was a filmmaker influenced by the Dogme 95 movement of Lars and Thomas, working with handheld 8mm cameras and creating MiniDV films that blended reality and fiction, challenging established genres and formats. Whether we were rebelling by calling ourselves the new storytellers or filmmakers from the third world with empty pockets, the reality is that this, combined with the democratization of audiovisual technology, transformed the film industry. Fortunately for independent creatives like me, the same transformation has occurred in the advertising market.
It’s increasingly common to see at major festivals agencies that, much like we did in our youth by breaking cinematic norms, are now shattering conventions with colossal creativity, achieving impressive project outcomes that rival those of media giants. Thanks to viral phenomena in digital communities, we achieve campaign ROIs that no traditional planner could have predicted.
In Latin America, while global agencies still dominate large budgets, there are those of us who dared to dream. Medium-sized and some large advertisers are now recognizing us independent creatives as talents willing to break the mold and think differently. We offer faster responses, personalized attention, and, though it’s hard to admit, lower costs.
The most positive outcome is the contribution to an industry that primarily employs recent graduates. Many technicians, technologists, and professionals in design, audiovisual production, journalism, advertising, and digital marketing begin their careers in these agencies. The market has become more dynamic, and the challenge is to ensure quality, well-paid employment, and to provide young professionals with attractive growth opportunities.
It’s also fair to acknowledge that some colleagues, in their pursuit of accounts, have destabilized the pricing market. Certain advertisers exploit this chaos by imposing their own hiring conditions, particularly with problematic payment terms and undervaluing ideas.
