Backed by a Strong Understanding of the Market, Shop Earns Points for Its Creative Work — and Creative Intuition

Injecting a creative spirit even into its focus groups, LatinWorks pitted a dozen Chevy and Ford truck owners against one another to defend their passion for their chosen brands as the agency pitched for Chevrolet’s U.S. Hispanic account last summer. The big, prestigious Chevy win from General Motors Corp. helped LatinWorks, which reliably posts double-digit growth, to boost revenue by 37% in 2010.

“Being a creative agency doesn’t necessarily just mean you do creative advertising,” said Managing Partner Alejandro Ruelas. “It means you’re creative in the way you behave as an organization.”

Read the entire article at Ad Age.

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