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Jairo Lezaca: ‘The Mexican Creative Industry in 2025 Had One of the Best Creative Years in History’
Goal: To generate desire and increase sales through innovative marketing strategies
Media: traditional media, public spaces, airports
Summary: Jairo Lezaca, co-managing partner and CCO of Havas Hoy México, highlighted the success of Mexican agencies in 2025, emphasizing innovative campaigns like W1ng Cod3s for Volaris and Dooble Deal reviews for Ikea. These campaigns aimed to transform low seasons into peak sales periods and effectively integrate products into consumer reviews without offering discounts. Lezaca acknowledged the creative growth in the Mexican advertising industry and the importance of AI in enhancing marketing efforts.
Advertisements Created with AI: Keys to Achieving Success Without Risks
Goal: Engage audiences with the holiday spirit
Claim: Tradition and craftsmanship
Media: Television, Online
Summary: The article discusses the impact of artificial intelligence in advertising, highlighting Coca-Cola's recent holiday campaigns that faced mixed reactions. While the brand attempted to modernize its iconic advertisement 'Holidays are coming' using AI, it raised concerns over authenticity and warmth. The article also mentions the recognition of Ogilvy’s campaign for Cruzcampo which successfully used deepfake technology.