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Joyce Kahn Blechman, Managing Director, and Leonardo Chiesi, Chief Creative Officer, both from McCann Santiago, emphasized the importance of creativity and effectiveness in advertising during a recent discussion. In a marketplace demanding immediate and measurable results, McCann is asserting a vision in Latin America that merges creativity with business objectives.

The Santiago office, under the leadership of Chiesi and Kahn Blechman, seeks to illustrate that creativity is not just for entertainment but is pivotal in shaping behaviors, sparking conversations, and driving business metrics. Chiesi remarked, “An idea is creative and effective when it leads to tangible and measurable business growth without sacrificing its surprise element.” He asserted that creativity becomes a competitive advantage only when it transcends aesthetics and generates concrete outcomes. Meanwhile, Kahn Blechman stressed that success lies in the combination of three factors: “Real insight, perfect timing, and impeccable execution. If any of these is lacking, it is unlikely for the idea to make a lasting impact.”

This philosophy has been manifested in recent campaigns such as Entel’s 60 Anniversary, Coca-Cola’s “We Unite the Country We Want,” and Días R Ripley (Retro), showcasing how to connect impactful ideas with cultural significance and business results. However, according to Chiesi, aligning expectations remains a challenge: “Some clients still measure success exclusively in the short term. The challenge is to demonstrate that creativity is not an expense but an asset that provides returns today and in the future.”

Data plays a crucial role in this process but is not a replacement for creative freshness. Kahn Blechman explained, “Data is a compass, not a map. It helps us validate hypotheses, understand patterns, and mitigate risks, but it never defines the idea. If the idea does not evoke emotion, no amount of data will save it.” Both executives agree that understanding Chilean cultural codes is critical in enhancing ideas, even for global brands, enabling the design of messages that resonate as authentic rather than imposed.

Reflecting on previous client campaigns that did not yield the expected impact, Chiesi noted, “Execution is as crucial as the idea, and the window of opportunity closes faster than you think. We learned to recognize signs of fatigue early, to adapt on the fly, and not to fall blindly in love with a concept that cannot pivot.”

Looking ahead, both leaders assert that true effectiveness is achieved by measuring from the outset and aiming for long-term projections. Chiesi offers direct advice to new creatives aiming to make their mark beyond awards: “They should be obsessed with understanding the business as much as the idea. Creativity without impact is expensive entertainment; creativity that drives business is what generates value in our clients’ operations.”

Persons: Joyce Kahn Blechman, Leonardo Chiesi

Company Names: McCann, Entel, Coca-Cola, Ripley

Titles: Días R Ripley

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