In a "Making of" video on the San Publicito site, the
six agency execs are shown donning the garb of a a monk (Roberto
Lara, president of Sra Rushmore), a martyr (Antonio Montero, former
executive creative director of Grey Group Spain), a guardian
(Daniel Solana, founder and president of digital shop DoubleYou)
and so on. The winning warrior was portrayed by adman Ignasi Giro,
who describes himself on Twitter as a "creative physicist and
Peanuts & Monkeys then had a San Publicito figure created in
the image of a warrior resembling Mr. Giro and took the figure on
tour, lending him to agencies in the build-up to the holiday. A
"home chapel" was created at each site, and pictures were taken and
uploaded onto a blog to chart his progress. So far San Publicito
has been welcomed at 52 agencies, including Sra Rushmore, Leo Burnett, TBWA, DDB, Grey and DoubleYou.
To mark last year's festival, the agency also organized parties
in Madrid and Barcelona, both sponsored by the agency creatives'
group Club de Creativos. They are hoping to do the same this
Nestor Garcia, ECD of Lola MullenLowe Barcelona, said, "It's a fun
thing. We work a lot of hours and have a lot of stress, so it's an
excuse to meet with friends from lots of agencies. We might talk a
bit about work at the start, but it's a holiday so we drink beer
It's not only about partying, however. There is also some
national recognition of agencies' hard work and their contribution
to the Spanish economy and culture.
Annette Barriola Potts, communications and external affairs
manager at independent agency Shackleton, said, "Newspapers like El
Mundo print special sections over the weekend, talking about the
industry in Spain, the market, the latest campaigns and
innovations. It's good because Spanish people get to know the
agencies and our work."
Pretty much every trade or profession has a saint's day in
Spain, but advertising is one of the few that makes it an actual
holiday. Of course, there are deadlines to be met and pitches
underway, so not everybody gets the day off, but many agencies
close and people who do have to work can often do so from home.
Agencies that haven't hosted San Publicito yet can sign up on
the site, after promising to respect the "cardinal virtues" of
putting the figure in a visible spot, treating him with the respect
a saint deserves, and sharing at least one photo on social