Saatchi & Saatchi name Pablo Del Campo as their new Worldwide Creative Director

Award winning Argentinean creative mastermind Pablo Del Sampo has just been appointed the worldwide creative director for global advertising agency network; Saatchi & Saatchi. The position had been vacant for 6 years previously, when Bob Isherwood left after 22 years at the company in 2008. Del Campo is one of the most awarded creative directors in the world with 52 Cannes Lions and 250 FIAP awards under his belt, earned whilst working for clients as prestigious and diverse as Sony Playstation, Coca-Cola and Cadbury. Del Campo will continue to be based in Argentina, where he founded Del Campo Saatchi & Saatchi back in 2000, an agency that was named the top International Agency of the year by Ad Age in 2011 and the number two agency by the Gunn Report the year after. However, despite his wealth of awards, Del Campo insists award winning will not be a preoccupation for S&S going forward.

As a noted ideas man, Del Campo believes that “Ideas about communicating” are the very centre of his universe

Del Campo has been the regional creative director of the Latin American branch of S&S (named the best agency in Latin America for five years in a row) for the last seven years and has led numerous creative assignments across the entire global network. He opened a Del Campo Saatchi & Saatchi in Madrid in 2012 as a means of expanding the Spanish-speaking network within S&S and continues to set new goals that (in his own words) “Foster culture and mentor world-changing ideas.”

As a noted ideas man, Del Campo believes that “Ideas about communicating” are the very centre of his universe. In his new role as Worldwide CD, he hopes to “Accelerate the flow and adoption of ideas from out creatives and strategists to customers wherever they are, on whatever device and in every time zone.” This means that mobile advertising is obviously high on his agenda, a move that appears quite common in the advertising industry of late due to the ever-increasing ubiquity of mobile 'smart devices'. Del Campo does state however that he still believes in traditional media, but that it can be “Combined with interactive ideas,” and that under his guidance there will be room for “Absolutely everything.”

The new CD wishes for the company to make a more emotional impact with their content

The new CD wishes for the company to make a more emotional impact with their content, shifting the focus away from 'what the ad looks like' to 'what the ad feels like' and 'what love feels like'. These feelings are obviously shared by Saatchi & Saatchi Worldwide CEO Kevin Roberts, who said that Del Campo's appointment has arrived at a time when “Clients are walking the tightrope between big data and big emotion.” He believes the role of S&S as a creative organisation is to “Turn data insights into creative revelations that engage with customers ideas and emotions,” and with Del Campo's focus on emotive ideas, the move makes a lot of sense.

Argentina has a long-standing reputation as one of the leading creative advertising markets in the world. Saatchi & Saatchi's Regional LATAM CEO Cynthia McFarlane said she believes Pablo's appointment to be a “Great reflection on Argentinean creativity,” and that he is a “Source of pride” for the region. “People in this country value advertising as much as football,” Del Campo has said. He also underlined the country's work ethic, saying that because Argentineans are “Always afraid of what's going to happen next,” because of the countries notoriously tumultuous market. He said that  as a result, Argentineans rarely say “No” to an opportunity and. He says this is why they will “Happily work 24/7,” which makes them far more competitive than agencies in more developed markets.

Official Saatchi & Saatchi Website
Official Del Campo Saatchi & Saatchi Website

Benjamin Hiorns is a freelance copywriter based in the UK who has never been to Argentina but is a massive fan of Argentinean steak.