“Since Isla was born, we’ve worked with the conviction that a great idea must always be backed by a great strategy.”
Ariel Serkin and Rodrigo Grau: “A healthy, trusting relationship with the client brings good results”
Isla’s partners spoke with Adlatina about the agency’s performance at Effie Argentina 2021, where they won three silvers and ranked second among independent agencies.
“Since Isla was born, we’ve worked with the conviction that a great idea must always be backed by a great strategy.”
Ariel Serkin and Rodrigo Grau, partners at Isla, spoke with Adlatina about the agency’s performance at Effie Argentina 2021. In that competition, Isla won three silver awards — two for the campaign “Vuelven ellos” for Pepsi, and one for #HoySeBrindaConGatorei. They also placed second in the ranking of independent agencies.
—What do these awards and the second-place ranking in Effie Argentina’s independent agency category mean for an agency like Isla?
—Since Isla was born, we’ve worked with the conviction that a great idea must always be backed by a great strategy. So placing second in the independent agency ranking summarises what “success” means for every person who works at the agency. Special recognition goes to the Pepsi, 7Up and Gatorade teams — there are no successful cases without ambitious clients.
—What do you believe were the key factors behind the two cases that won awards?
—Both the Gatorei and Pepsicoleros cases are ideas that captured the social mood with great timing. They aim to revive topics that are culturally relevant. They are also the result of hard work from our strategists, who identify key conversation pillars within each brand’s audience.
—What is the relationship between the agency and Pepsi/Gatorade like?
—Healthy and based on absolute trust. And that combination, sooner or later, always leads to good results. Fortunately, for the past two years this relationship has also expanded regionally with brands such as 7Up, Gatorade and H2Oh!, as well as the snack brands we now work with in Mexico — Sabritas, Doritos, Cheetos and the Flamin’ Hot innovation platform, among others.