Edoardo Chavarin reveals the truth about being Creative.

Three things make great creative according to Edoardo Chavarin: simplicity, humor, and strong, fast delivery of the message. Chavarin, respected marketer and entrepreneur and co-founder of avant-garde apparel company NaCo, opened the Association of Hispanic Advertising Agencies 23rd Semi-Annual Conference for Creative and Account Planning today. He delivered the keynote address to more than 500 Hispanic marketing professionals gathered for two days of workshops and skill-building sessions being held November 1st and 2nd at the Crowne Plaza Times Square Manhattan.

Born in Tijuana and having grown up with one foot in the U.S. and the other in Mexico, Chavarin says his truly bi-cultural upbringing is the foundation for his marketing success. The creativity, he says, “You’re born with it. You can learn the discipline and train yourself in the art but the creativity – the ability to view things in new ways and from different perspectives – comes from within.”

Creative excellence in Hispanic advertising is being celebrated throughout the AHAA conference in the sharing of creative ideas and cutting-edge campaigns, and interactive discussions around developing effective communication targeting the evolving Hispanic consumer. Latino agencies are injecting new life into advertising to the U.S. Hispanic market, according to Jackie Bird, AHAA chairwoman and president of Wing Latino, challenging the way clients are approaching their Hispanic business, and examining the target segment across all touchpoints both traditional and nontraditional.

“Latino agencies are increasingly winning international recognition and awards for their creative campaigns,” says Bird. “But it’s more than simply winning a statue or plaque. The real honor is recognizing the benefits of great creative in the relationships developed between brands and consumers, and the business generated for clients based on that connection.”

While there is exceptional and “really cool” work being developed, Chavarin says agencies need to continue to re-invent with an eye on the future and a heart for their culture. “It’s a delicate balance to bridge what’s hip with old-school values and Latino cultural rules. It’s not easy and that’s what makes it fun. Trying to figure out how to break through to the U.S. Hispanic market and crack the code of the Latino consumer is fascinating.”

Tapping into that creative talent, digging deep and continuing to move ahead with the amazing ideas that bubble up every day, Chavarin says, is the path to producing dynamic work. Chavarin’s creativity is heralded by Latinos and non-Latinos and has launched his success in the fashion industry and the music business which he parlayed into marketing partnerships in the U.S. with MTV Tr3s, Volkswagen, Virgin Mobile, and Target stores among others. “Creativity comes from a very special place and I have been able to draw on my experiences and my heritage to bring that to life.”

Evaluating creativity means assessing fundamental qualities like unpredictability or enjoyment, and uniqueness. The AHAA Conference is host to the 9th Annual Ad Age Hispanic Creative Advertising Awards and gala Friday evening where creativity was measured and the best creative campaigns in Hispanic advertising are honored. Judged by top Hispanic
agency creative directors and senior marketers, the competition drew more than 700 entries this year and the brilliant creative minds behind the campaigns will be honored at the ceremony.

“We are challenged to continue to raise the bar in our creative approach to Hispanic advertising,” says Bird. “Clients demand it and we thrive on it.”