Twenty-six years ago he created the Maruri Agency and since 1993 he is part of the Red Grey, one of the most important communication groups in the world, which made him director of the business in Latin America two years ago. Eduardo Maruri now faces a new challenge: to be the first Latin American creative to lead the Grey Network in Europe. He considers that this designation opens the way for other Latin American advertising executives to continue climbing.
How did you get to this designation?
Until October 1st I was president of Grey Latin America, I was for two years and we built a great growth in creativity, profitability and new clients, that great result, being the most creative network in Latin America endorsed by the Cannes festival, those achievements made that global CEOs think of me to replicate what was done in Latin America, now in a larger market.
What were those results?
In recent years we have won 19 local lions and this year 36 Cannes lions as a region … which is historic (…), and at the level of income we managed to consolidate very important accounts such as Falabella, Toyota, Directv, and in these years profitability tripled.
How do you analyze Ecuador in the world of advertising?
Six years ago it was not thought that Ecuadorian creatives could manage companies outside of Ecuador, we brought creative Argentines, Chileans, Colombians, Peruvians, Spaniards; and in recent years, a little led by the management of (the agency) Maruri became an exporting country… After the first one that left was quickly followed by four, five and six creatives who are working in companies in Miami, Mexico, Chicago, New York, it’s amazing, it happens fast, you have to open the way.
What is the challenge in Europe?
There is a challenge to put into practice what was done in America, give growth and attract new customers and raise the level of creativity as high as possible.
How do you see the Latin American and European market in advertising?
They are different, I think for me the first challenge is that there are many languages, to visit the operations in Germany, another in Russia, another in Finland, in England, France, we have operations in almost all countries, we have 18 offices … Many cultures, Latin Americans are more homogeneous, we have more links, ancestral I would say, and we have the language, we will have to exchange ideas and also learn from what happens there…
And who will take over Grey Latin America?
My replacement is not yet decided, it is not defined, there are a couple of candidates…
And Maruri Grey?
Actually in these years the head has been Fausto Maruri, my brother, he has worked with me for five years or more, he is in charge of the operation in Ecuador, the transition was planned with time and there is no major change, the administration is managed by Fausto and has all the support of the clients and the industry. (I)