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Listening to the evolution of creativity in Latin America, through the experiences of Humberto Polar, chief creative officer of Grey Mexico, is fascinating. Though countries like Brazil and Argentina often show up near the top of the Cannes Lions Global Creativity Report, others in the region have not found as much success.
The timeline that he lays out shows an increasing sophistication, one that is more home-grown and primed for greater exposure.
“In the 90s, we were eager to emulate what we saw in in American and British advertising.
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