This week, we're talking to Ferju Cuevas, Founder & CCO at 1947 to discuss how they've spent the last 12 months building an agency from scratch.
How was your company born and where are you based?
Alongside Rodsel Ticona, Founder & DCD at 1947, we had three years of hard work and many successes at Humano. However, we wanted new challenges and, in the search for something that was 100% our own, we decided at the end of 2022 to build an agency from scratch.
After a couple months of brainstorming, 1947 was officially born in February 2023. It was a very fun process, and you might be wondering about the name. This is the story!
The Roswell Incident, which occurred on 2 July 1947, is one of the most significant UFO incidents in the world, and it inspired us because we love to believe that there are other beings in the galaxy. That’s the idea behind 1947 – making everyone believe in what we do.
The central office is located in Santa Cruz de la Sierra, Bolivia. We have a remote work setup, and the team operates from La Paz and Cochabamba.
What was the biggest challenge to the growth of your company?
Building an agency from scratch is already a significant challenge. After that, other challenges arise, but by being well organized, it has helped us to synchronize, mesh, and function like a Swiss watch.
The growth of 1947 happens according to the needs of our clients. We aim for more doors to open in 2024 and add more brands to the portfolio.
Which was the first huge success that you can remember?
In less than a year of being fully operational, our first huge success, so far, is to have a solid team and a client portfolio that believes in what we do. We have also been recognized in various international festivals. Every little bit counts!
What’s the biggest opportunity for you and your company in the next year?
For myself, it’s about continuing to grow, learn and gain more experience to lead 1947 better.
For 1947, our goal is to expand our horizons. We want to establish ourselves in the local market with campaigns that go beyond the ordinary, crossing creative borders, as we have done in 2023, and landing in another market. We are still figuring out which one, but it’s a clear short-term goal for the agency.
Can you explain your team’s creative process? What makes it unique?
Our creative process is based on understanding the brief as thoroughly as we can. Many times, we work on it collaboratively with the clients to minimize errors and be more assertive in meeting their needs. This allows us to discover unique aspects that enable us to work on the campaign’s creativity and strategy with clarity.
However, we also work without a brief. When you study and know the brand completely from inside out, its target, communication, etc., a brief isn’t necessary. What makes us unique is the creative freedom in 1947. Being able to fly and imagine without limits is fantastic. Then, we review and ground the best ideas into something tangible and different for each brand.
How does your team remain inspired and motivated?
Creativity is an endless engine, but it needs to be fuelled every day. The access to internet and the millions of stimuli that exists help in staying updated constantly.
However, I am convinced that motivation starts from within. If you enjoy what you do, you are always in search of learning new things to stay inspired and motivated every day.
How has COVID-19 affected your company?
It has affected us just like everyone else, but it taught us that we can work from different places without having a physical office. The value of an agency is not measured in square meters, but by the responsibility and professionalism of each team member to make remote work function.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
I am inspired by the many network agencies and professionals who I feel are in line with my work. But small and independent agencies like us undoubtedly catch my attention, such as: Astillero (Argentina), The Cyranos (Spain), Independiente (Panama), Serviceplan (Germany), We Believers (USA), Gut (Argentina), and Inbrax (Chile).
There are many professionals that I respect, but in my own circle, it’s Rodsel Ticona, co-founder and Digital Creative Director of 1947, my partner, and the mother of my children, who motivates me to give my all to every project we launch on the Mothership.
What is one tip that you would give to other agencies looking to grow?
The backbone of this business is based on respect, transparency, hard work and excellence in everything we do. If you have these four points as a foundation, growth should naturally follow.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
For different brands, we develop ideas and find ways to contact them to present these ideas. Most are approved because clients like to be surprised. Without a doubt, it’s one of the strengths of 1947!
What’s your one big hope for the future of the industry?
The big hope is that traditional formats regain the same strength and relevance as they have had before. While the digital world is becoming increasingly necessary, I firmly believe that everything is cyclical. I was a judge at El Ojo de Iberoamérica 2023 in the category Radio & Audio, where traditional radios were scarce. Most pieces were based on technology and innovation presented as video cases.
A balance between both worlds would be good for the industry!
Do you have any websites, books or resources that you would recommend?
Certainly! I enjoy these sites: Lürzer Archive, Adforum, LatinSpots, Adlatina, Best Ads ONTV, Ads of the World, Creativepool, among others.
BĒ is a world of inspiration, not just advertising. Illustration, clothing, architecture, editorial design, etc. It’s a bible that renews itself every day based on your tastes.
