With over 16 years of experience, Leonardo Ferrari shares how his career has evolved, allowing him to explore and reinvent himself within the communication industry. His journey as a creative is nothing short of unconventional and downright fascinating.
Leonardo’s first dip into the world of media and advertising started as a TV Production Assistant. However, at a tender age, he took a leap into the realm of advertising agencies. His career took him through indie agencies, to big-name networks, freelancing gigs, and eventually founding his own agency.
He’s had the pleasure of working with some of the world’s top-notch brands: Coca-Cola Company, Mercado Libre, Apple, Bimbo, Softys, Arcor, Danone, Nestlé, Procter & Gamble, General Mills, Alicorp, Toyota, Itaú, Movistar, Unilever, Western Union, HSBC, BBVA Francés, Pedigree, and Google, among others.
Today, as an active member of the Creative Circle USA and The One Club for Creativity, he’s determined to leave his mark in Miami and continue his successful career in the United States, with a sharp focus on the US Hispanic market.
Currently, Leonardo Ferrari works as a Senior Multicultural Creative at República Havas. He was part of the team behind winning the first two Cannes Lions ever.
This achievement positioned RH as the only Hispanic agency within Havas’ global network to have won this prestigious award in the 2023 edition.
Speaking of this remarkable achievement, Leonardo says, “Being part of this agency milestone is a source of immense pride. Our work on ‘The Name Confusion’ for Fundación ALMA was a labor of love aimed at raising awareness about the early signs of Alzheimer’s disease.
We used soccer as the main conduit to spread the message and connect with people.” Leonardo goes on to reflect, “Now that I think about it, I must be one of the few individuals worldwide who’ve won 2 Cannes Lions as an Accounts and another 2 as a Creative.” said as he recalls the other Cannes Lions he won during his time at Wunderman Buenos Aires for the “Eco Alarm” campaign for Banco de Bosques in 2017, and “Femplea” for Fundación M.E.I. in 2018.
Leonardo also sheds light on the challenges that come with navigating a multicultural environment like Miami. Working with colleagues and clients from diverse Latin American nationalities and cultures is indeed a fulfilling experience. In Leonardo’s own words, “It has broadened my horizons in ways I’ve never experienced in my career as an Argentine advertiser.
The cultural hurdles we tackle daily go beyond just speaking the same language; it’s about comprehending and embracing differences in thinking, working styles, and creative expression. This diversity motivates us to constantly push our boundaries and deliver advertising strategies that genuinely resonate with the Hispanic market in the United States.”
To better grasp the Latino mindset in the United States, empathy and active listening are paramount. It’s crucial to remember that not all Latinos share the same experiences, values, or priorities, even within the same nationality or community. Therefore, the first piece of advice is to keep an open mind and be eager to continually learn from the stories and perspectives of our colleagues and clients. Additionally, it’s essential to get acquainted with local cultural trends and dynamics, as these can significantly differ from their countries of origin.
One of the most captivating aspects of working with second and third-generation Latinos is their dual identity. These individuals feel equally connected to their Latin roots and the American culture in which they grew up. In the realm of advertising, this calls for recognizing and celebrating this duality in our campaigns. Demonstrating how a product or service can enrich both aspects of their identity is pivotal for establishing a genuine connection.
Bilingualism and Spanglish, an intricate blend of Spanish and English, are integral facets of the lives of second and third-generation Latinos. This linguistic fluency is mirrored in advertising, where messages can seamlessly flow between both languages, without one overpowering the other. Embracing Spanglish can be an authentic way to connect with this audience and make them feel truly understood.
Family values continue to be a cornerstone for many of these Latinos, and this reflects in advertising. Campaigns that emphasize the importance of family and personal relationships can strike a deep and personal chord with this audience. It’s crucial to keep in mind that, even within this generation, there is a great diversity in terms of cultural backgrounds and family experiences.
Therefore, conducting specific research and understanding the preferences and sensitivities of the target audience are essential for the success of any advertising campaign.
By Lorena Hernandez