Former Students- Francisco Arranz Amaya

Former Students – Our students tell us where they are now and what they do.

We interview our former students to tell us how they are and what they do now.

Today's update comes from Francisco Arranz!

Where are you and what do you do?

I am the new Associate Creative Director for Huawei at Ogilvy & Mather Hong Kong.

You've worked in London, Chicago and now Hong Kong. What do you think is the biggest challenge when working in different countries? How does advertising vary in each country?

The biggest challenge for me was learning to simplify. You have to take into account the culture, study the insights what they give you planners and observe the people of the country, but don't try to be a local, don't try to work as if you were from there. If you are in a foreign agency it is because they want creative work with a different point of view.

From my experience working with creatives from other countries, you realize that in some places they value the concept more and in others the execution.

I have seen beautiful campaigns, taken care of down to the smallest detail, that are a pleasure to look at, but the concept is very weak. And for me, the best ideas are universal, simple and with a strong concept.

[Tweet "For me, the best ideas are universal, simple and with a strong concept."]

Your favorite campaign?

Right now I would tell you: “Edible Six Pack” by Gustavo Lauria and his team. I like it because it brings together four elements that, if they are not essential for a good campaign, should be: a strong idea, well executed, that makes sense for the brand and is also useful.

And that utility is the most difficult thing to achieve. Generate a change or a real impact on people's lives, on the planet, etc. That is priceless.

What advice would you give to kids who are about to graduate and want to enter the world of advertising? 

Let them learn from scratch what their strength is. What type of advertising do you like to do? There are creatives who are great storytellers, others have an incredible vision for digital. Everything is becoming so specialized that we are no longer looking for a “multi-purpose creative” but rather people who you know will solve what you need for that position or for that client.

[Tweet «Everything is becoming so specialized that we are no longer looking for a “multi-purpose creative”»]

Any memories or anecdotes from your time in Miami? 

Hahaha, many, but I'll tell you about them while having a better beer.

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