What’s the best ad campaign you’ve seen recently?

Obviously leading up to the World Cup there are so many films and campaigns coming out as marketers jump onto the spirit of the game. Our agency in Argentina created a beautiful film that tapped into the combative spirit between Argentina and Brazil.

They used stock photos, moments from the speech Pope Francis gave during World Youth Day in Rio and intercut with film of Argentinians playing the game into a message of encouragement for the country’s national soccer team.

It’s beautifully put together and delivers the line, “if one Argentinian did this in Brazil, imagine 23,” in such a poignant way.

What website(s) do you use most regularly and why?

shots, Creativity, Campaign and Best Ads because they keep me up-to-date on the latest work.

What work do you think will win big in Cannes this year?

I think Volvo Trucks' The Epic Split will clean up this year. The fact that Jean-Claude Van Damme really did that stunt himself and it wasn’t CGI is so awesome.

What’s the most recent piece of tech that you’ve bought and why?

A Sony 4K massive TV. The quality is just killer.

Facebook or Twitter?

I use both, but prefer Facebook.

What’s your favourite app on your phone?

Argus. It’s a health-tracker app that tracks your daily activity.

What’s your favourite TV show and why?

Orange is the New Black on Netflix.

I love the fact that I can binge-watch and not watch when the networks tell me to watch. The content is really amazing, too. Companies like Netflix and HBO are really pushing the boundaries these days. And cable is doing some really great film while Hollywood seems stuck in Superhero and CGI land.

We’re in Cannes; how important is it to reflect on the past and examine the future?

The best people I know are students of the craft and encyclopedias of the business. You have to have real knowledge of the business and know people like Helmut Krone [look him up if you don’t know him]. Real industry enthusiasts who love facts and history as well.

What film do you think everyone should have seen and why?

The Good, the Bad and the Ugly. It’s classic even with bad lip syncing.

Where were you when inspiration last struck? 

I run a lot. It’s like meditation for me. When I run, I do a lot of thinking and that’s when I plan stuff.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

Digital and social, of course.

If there was one thing you could change about the advertising industry, what would it be? 

To uncomplicate the financial model.

What or who has most influenced your career and why? 

John Hunt from Hunt Lascaris. When he looked at my book and saw one decent idea he believed in me. I worked with him for 14 years. He was a guide, mentor, teacher and really, a brilliant man.

What do you most look forward to about coming to Cannes?


Tell us one thing about yourself that most people won’t know.

I love to ride motorcycles, I have a custom-built Indian Chief that’s my pride and joy.

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