Wunderman Thompson’s global ecds and Latam CCOs Dany Minaker and Patan Tarazaga have a few things in common. For starters, they both developed a love for creative advertising when they were kids.
“I always loved the world of ideas. All of it,” Tarazaga told Adweek. “I’ve dreamed of this since I was at school. And of course, having an older sister working in advertising and hearing all her stories was always a great inspiration.”
Minaker, a self-proclaimed “ad fan,” also grew up around a passion for creativity in his home country of Argentina.
“When I was a kid, people used to get together at prime time to watch a show that presented Clio-awarded commercials from all around the world,” he shared. “Madness!”
Now, both work from Miami to create work that isn’t just memorable, but also inclusive. Their proudest campaign was for a new product from Degree—the first-ever deodorant designed specifically with accessibility for disabled users in mind. The pair called the work a “masterclass” in conceptualizing and co-creation.
“Don’t try to put yourself in others’ shoes,” said Minaker. “Better ask others, and then, others—so you will know you are doing things in the right way.”
Added Tarazaga,”Never stop dreaming. Dream two steps above what you were thinking of. Reality will take you one step back and you’ll still be making something great.
Brave clients apply within
On their ideal project: “We think ideal projects are the ones that are concrete with a co-created brief,” said Tarazaga. “Ambitious with a problem that is hard to solve.
“Brave clients that trust and respect work. Working with people who want to make things that haven’t been created yet. Looking forward to creating ideas that make it into the pop culture,” Minaker added.
On what they hope to accomplish over the next year: After building their team in Miami, the pair hopes to position the Latam division as the “most creative region of the network.”
Said jointly, “Over the coming year we would like to continue this path of digital transformation we have been walking through over the last years, and also create global outstanding work in a long scale that becomes part of the pop culture of the world.”
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