Creative Flavor: Alonso Arias Isn't Afraid of the Project Nobody Wants

MARCA'S creative director embraces the small campaign with 'big idea feel'

These days, Colombian performer J Balvin—otherwise known as the “Prince of Reggaeton”—is considered advertising gold amongst legacy brands like UPS and McDonald’s. But back in 2014, the singer was still growing his audience with the help of brands like Coors Light and creative marketers like Dallas-based creative director Alonso Arias.

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