“Creativity is the origin of advertising effectiveness and, above all, in the Outdoor environment”

Ricardo Pérez Valcárcel has just been named General Director of JCDecaux Mexico, but before crossing the pond, still in the position of Marketing Director of JCDecaux Spain, he starred in episode 007 of Light & Lights.

Ricardo considers that outdoor advertising agents must “make a team” so that the relevance of the medium continues to grow before “fight over the distribution of the investment.”

If you spend 45 minutes you will discover that all the tea comes from the same plant… that the scripts of cyberpunk science fiction films always have a space for outdoor advertising… and that checking the print contrast is essential to launch a product on the market. Javier meets the founder of Skin Club, but that has nothing to do with it.