Beatriz Torres and Daniel Correa: Creative directors, alma
by Kennyatta Collins. Published June 13, 2022. Credit: Adweek
Early careers: Prior to alma, Torres was a senior copywriter at DDB, then spent time as a copywriter at Shackleton as well as Havas. Before joining alma, Correa spent four years at Impact BBDO in Dubai and five years at Ogilvy & Mather in Buenos Aires.
Frequent clients: “Together, we’ve created several campaigns for Change the Ref, and are also supportive on brand projects that have the potential to make an impact for the brand and its business goals, including campaigns for Google and Pepsi.”
Advice for aspiring creatives: “If you’re not ready to fail, then you’re not ready to be a creative. You will fail a lot. There’s rarely instant gratification in advertising, and probably 80% of your ideas will never see the light of day. Some of the best campaigns require months of hard work and iterations before it makes it out into the world.”