Jens Olesen: Standing still is the fastest way to go backwards

"McCann Erickson is no longer dedicated to the publicity business." The Norwegian executive explains a new vision of the company: increased creativity maintains leadership.

McCann Erickson currently does business in 32 markets supported by 44 offices, 2,600 employees and more than 2,000 clients. In 1995, the organization amplified their field to Eastern Europe and other regions of the world (Bulgaria, Croatia, Rumania, Albania, Vietnam, Laos, Cambodia, Pakistan and the Russian Republic).

"In addition to the established markets in the United States and Europe many opportunities exist to develop creative management," Olesen says, referring not only to the publicity and communication firms, but to the clients. Speaking with Gerencia, Olesen also shared his ideas about the Latin American market.

YOU CLAIM THAT TO WORK IN LATIN AMERICA IT IS NECESSARY TO BE TEN TIMES MORE CREATIVE THAN IN THE REST OF THE WORLD. WHY?

This is a complex region, but this has to do with the democratic processes that takes place in the countries, the massive consumer problems, the discipline, organization and planning.

I consider latins much more creative than people from other parts of the world, but creativity is a process, an attitude and spirit; itūs a way of working and living.

WHAT OPPORTUNITIES DO YOU SEE FOR GUATEMALA IN THE PROCESS OF GLOBAL CHANGE ?

Guatemala, because of its size, economy and population, will play a very important role in Latin America. Central America will have to play a growth role and I don't doubt that one way or another it will be included in the North America Free Trade Agreement (NAFTA). I think that is good.