LUIS SANCHEZ ZINNY
Luis Sanchez Zinny is General Creative Director and CEO at Leo Burnett, Argentina. He started out in 2001 as a copywriter at McCann-Erickson. After stints in Argentina at Young & Rubicam, Leo Burnett and BBDO and a Cannes Lions for Nike, Zinny returned to Leo Burnett in August 2012 to take General Creative Direction alongside Carmelo Maselli.
At the moment I am working on...
In early 2013, the creative team launched “Unfortunate Patents” – a campaign that promoted a car update for those who had a patent that made them uncomfortable. People were invited on social media to upload their particular patents to Car One’s Facebook page, which entered them into a prize draw.
We also created an app for Jeep that turned the GPS into a display capable of taking you wherever you wish, with the intention that you enjoy the adventure more often. Both campaigns had a positive response.
The best piece of creative work around at the moment is...
DDB Brazil’s "Follow the New" because it’s different from reporting in Argentina. I also liked The Guardian’s “Three Little Pigs.
I am inspired by...
The fear of failure.
This year I’ll be attending...
In April, I attended FIAP as jury member in the TV category. I will also be attending Cannes to be involved with the latest works and advertising celebrities. Being in the right place at the right moment is what makes business successful and Cannes is a place where every advertiser should be.
The next big thing in advertising is going to be...
Ideas.
The piece of digital ad work I wish I had thought of is...
The Snickers “You’re not you when you’re hungry” Twitter campaign, because the simplicity of the idea.
In my industry, I admire...
That it’s an industry where people have passion and love what they work for. Advertising isn’t a field that accepts halves.
In up and coming talent, I look for...
Building an agency with the crises that exists in Argentina.
The last piece of music I listened to was...
Bon Iver.
Video: Follow Magazine "Follow the New" by DDB, Brazil
