Talking up Mexico Mexico has what it takes to be an advertising A-lister — great locations, a deep creative tradition, abundant talent, excellent facilities — so why is it still playing catch-up to the US? Gary Smith reports THERE are many misconceptions about Mexico, the biggest and most inaccurate being that Mexicans are lazy. In fact, Mexico is one of the most hard-working nations in the world. Another widely held idea about the country that is, however, true is that the Mexican advertising sector has not yet found its own form of creativity. “Being such a close neighbour to the US has tended to make agencies mimic what they see across the border, because it is regarded as aspirational,” says Alejandro Cardoso, CEO of Publicis Latin America. “So despite the fact that Mexico has deep roots in art, architecture and film, and has its own very individual sense of colour, we are not seeing that expressed in ad campaigns. But it’s something I feel very deeply about and I’m <strong>com</strong>mitted to changing it.” Change is partly being forced by the arrival of the greater accountability that <strong>com</strong>es with digital technology. “Digital is growing fast and the work is evolving rapidly,” says Hector Fernandez Maldonado, joint-general director and vice-president of creative at Publicis Mexico. “What is changing is that agencies are increasingly interested in pleasing consumers as much as clients. And since digital started to erode the dominance of TV, they are very bothered about what they say about brands, especially when it goes viral.” He adds: “We are very optimistic about the future. What we’d really like to see is Mexico better represented at events like the Cannes Lions.” The Mexican Association of Filmmakers (AMFI) has been working for the last 30 years with a group of <strong>com</strong>mercials producers dealing with production-related issues in Mexico. This entails developing tools and criteria to improve and professionalise the industry and to negotiate, as a group, benefits for its affiliated producers. “Mexico’s production standards are very high,” says Carlos Barrón Noé, director general of AMFI. “Mexican technicians and production crews have always been among the best qualified in the world, thanks to our motion-picture industry and the production services we provide to foreign clients, especially those from the US.” AMFI members also work in the production of local ads, which is a large market <strong>com</strong>prising about 3,500 TV <strong>com</strong>mercials a year for national broadcast. “We believe the volume of local spots will grow considerably over the next few years thanks to the spread of cable TV,” Barrón Noé says. One of Mexico’s most valuable resources is its people. “Our members range from well-known directors through to young directors at the beginning of their careers who are doing inter- esting things,” Barrón Noé, says. “We have production <strong>com</strong>panies for all tastes and requirements. And, as I just mentioned, the quality of our technicians is also a significant attraction for producers who are thinking of <strong>com</strong>ing to film here in Mexico.” Mexico’s geography and climate — two essential elements in the production business — are also a great advantage. Barrón Noé elaborates: “We have deserts and tropical rainforests, the Caribbean and the Cortes seas, and our architecture goes from colonial houses to state-of-the-art, intelligent buildings. To be honest, you can find almost any location you need in Mexico,” he says. “And we also have a good infrastructure, with the most modern sets, audio studios, post-production services, restaurant services and equipment-rental services.” There is also a valuable tax-exemption programme and AMFI now has total support from the country’s film <strong>com</strong>mission. “On top of that, Mexico is in a very strong geographical position, being close to the US and easy to reach from both Europe and Asia. All of these elements make filming in Mexico a great experience,” Barrón Noé says. Given the number of negative stories about Mexico’s warring drug barons, worries about security are a major concern for AMFI. “This is an important issue and, at the moment, there are some places we wouldn’t re<strong>com</strong>mend for filming purposes,” Barrón Noé admits. “But we are talking about only a very few places along the border with the US. Mexico is a big country and drug-related violence is located in very specific areas. So saying that it’s not safe to film in Mexico is a bit like saying you shouldn’t work in the US because of tornados. You certainly don’t want to be working in tornado country during the tornado season, but that does not mean you have to avoid the whole country. The same thing goes for Mexico. There are some areas you should stay away from, but most of the country is perfectly safe.” ^ MEXICO 47 n Publicis’ Alejandro Cardoso: <strong>com</strong>mitted to change FRIDAY, JUNE <strong>24</strong>,<strong>2011</strong>
48 FOCUS ON SOUTHERN EUROPE A southern love FRIDAY, JUNE <strong>24</strong>,<strong>2011</strong>
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