Here's what he had to say:
A couple of Twitter thoughts on our insane Twitter thinking:
-a) Rankings and number of awards (Lions, in short) favor us: we feel happy.
-b) Poor ranking and number of awards: we are mediocre.
There is no line joining A and B, as both are close together: there are no nuances in between.
This year, Argentina seems to be b. Inexorable mediocrity surrounds us.
Our business suffers from eternal conclusions changing every 15 minutes.
Case: Two years ago the "death of Almap [BBDO]" was announced because it had not obtained a single Lion.
I still recall Serpa's wise smile as we were talking about this. He has won 11 Lions this year, and keeps smiling, of course.
Those who used to announce our death are now singing our praises.
What kind of advertising journalism studies are being carried out in the region?
We would improve our health and waste less energy if we thought about time spans which were longer than those of Twitter, say, 5 years.
The work of an agency, the results of a campaign or the "revolutionary value" of a piece would become clearer. Maybe all this I'm saying is quite obvious?
For over five years, Argentina has been producing acceptable work for the world, in favor or in spite of rankings.
I'm left with this impression, for some time at least.