Diego Medvedocky was recently promoted to president of Grey Latin America, a role he holds in addition to being chief creative officer of the region and president of Grey Argentina.
Medvedocky joined the agency as ECD in 2013 and it has made a major contribution to Lat Am's creative renaissance having been named the Cannes Lions Regional Network of the Year in 2017 and 2018.
Below, he explains more about his roles, how he stays inspired and his hopes for the future of the industry.
Explain your job title and what the role entails…
I have a lot of titles at Grey. I’m president of Grey Argentina. chief creative officer of Latam and now also president of Latam. My roles include many duties, but more than the titles, I believe in people. So the work I'm going to do beside Marco Milesi in the region is like what I've been doing next to Pablo Sanchez Rubio in Argentina, making sure creativity and ideas are at the centre of our business.
Tell us about your background and how it has equipped you for your job…
I'm really a copywriter, that's how I started. It’s very important that any creative understands the business because that makes a difference in their professional quality. I have been learning about the business side thanks to Pablo Sánchez Rubio, Marco Milesi and Eduardo Maruri and they've given me this post now, so I’m honoured and hope to live up to doing it well.
If you weren’t in the industry what would you be doing?
Something with cinema, I love cinema. I could have gone that way I guess, but advertising is the job I have had since 1996 and luckily, I still love it like the first day.
What’s your secret to staying inspired?
It’s important not to lock yourself in the small bubble that surrounds us and deeply understand the thermometer of people and what’s happening to us as a society and culture. The key is not to enclose yourself in the bubbles created by social media algorithms. Inspiration is clearly outside of them.
What’s the work achievement you’re most proud of?
I'm most proud of the team of people we have built at Grey Lat Am. For me, organisations are people and we've put together a dynamic group across the network.
When they ask me about the results we've achieved and our secret formula, my answer is always the same: we like each other. It’s as simple and true as that.
What’s your one big hope for the future of the creative industries?
We are in a time of change and still an industry of ideas; our goal is to creatively solve the business problems of our clients. My hope is that good ideas continue to come from us.