www.mg54.com Jorge Newbery 2762 (Esq. Av Uruguay) Piso 1, Of 6 y 8 – Ed. Centro Uruguay Norte – 1643 – San Isidro Buenos Aires - Argentina – Tel/Fax 54 11 4723-4661

Creative Complementarity = International Innovation

What do they have in common César Pelli, Fernando Vega Olmos, Angel Cabrera, Astor Piazzolla, Julio Bermudez and many other argentine professionals of any proffesion? A lot, but mainly a single common history, Argentina. All the stories have the contained power in the early beginnings that then will enrich the following chapters. Like a seed, in the beginning it is saved all the wealth that will be evident when it makes contact with the "exterior". There's something special in the "seeds" that are "sowed" in Argentina. Several years ago, the country was considered "the breadbasket of the world" because fed many countries that were in the midst of war. Today the country is no longer among the major economies, but nevertheless remains "breadbasket of the world" (in many areas) to a world that, in a sense, remains in "war". Argentina keeps "feeding" a world that is constantly changing. The digital age came with many new challenges and among them, the most important is to achieve (or keep) innovation in a reality that mutates very quickly and permanently. From the beginning, the history of the argentinians is involved with change. We can ensure that it was always a creative nation. It always had to adjust to new encounters (and misunderstandings) and fusion of very different cultures (but all very rich). We can also say that from this combination and "chaos" born the famous "viveza criolla" (native cunning), which would be the downside of creativity Argentina. However, what

www.mg54.com Jorge Newbery 2762 (Esq. Av Uruguay) Piso 1, Of 6 y 8 – Ed. Centro Uruguay Norte – 1643 – San Isidro Buenos Aires - Argentina – Tel/Fax 54 11 4723-4661

is considered "bad", when it is combined with the order and identity of other countries, it generates unique and innovative figures (argentine) who achieve success worldwide. Beyond sports figures, argentines are recognized and rewarded for creativity. In addition to many awards in advertising campaigns, it´s also valued the effort and search of solutions in adverse contexts. The prances (gambetas) of the soccer players and the claw of the Pumas in rugby, are a clear example of the "viveza criolla" (native cunning), both results of a history and a passion that unites argentines. That passion that calls to "leave everything on the field" and also, that seeks to achieve goals and improve in labor day by day. All this story (all this "seed") takes a special dimension to the world when it is combined and "is harvested" to contact the "exterior", with other cultures. The "cunning" with its creativity (with his prances - gambetas) contribute to a unique value that enriches the team / the business. The "claw" with its creativity seeks solutions and opportunities where others give up, gives confidence and hope to a team that renew their energies. In MG54, this story / seed we call “Imagine +” and is from this vision that we seek "to do a team" adding our creativity and energy to international markets, creating original digital / innovative / unique business.

References: Argentina, a Creative Advertising Country http://martinmeister.cl/2012/09/01/argentina-a-creative-advertising-country/ “In the “creative efficiency” area are number one in the world, which links the advertising quality and the necessary investment to carry it out.” Messi, el argentino diferente (Messi, the different argentine) http://elpais.com/diario/2011/12/14/deportes/1323817207_850215.html Are there other messis among argentines? Yes, there are many. I do not know if half, but certainly many. There are not soccer geniuses, but they are artists, athletes or men of any specialty, practicing restraint and discretion."

www.mg54.com Jorge Newbery 2762 (Esq. Av Uruguay) Piso 1, Of 6 y 8 – Ed. Centro Uruguay Norte – 1643 – San Isidro Buenos Aires - Argentina – Tel/Fax 54 11 4723-4661

Spot es un nombre de tango (Spot is a name of tango) http://www.rtve.es/alacarta/videos/metropolis/metropolis-spot-nombre-tango/1120283/ "The argentine, as not having a large market, is always searching to be noticed, or to sell in a place where is hard to sell" ... "we are very tangueros and very storytellers, we like to tell stories"

The Paper, Design Thinking, Barca http://www.cbsnews.com/video/watch/?id=50138334n Product design in the hands of creatives? Hilarity ensues http://adboardingpass.com/2011/11/30/product-design-in-the-hands-of-creatives-hilarity-ensues/#more-1414