FCB Spain’s Jesús Revuelta on being a CCO at the tender age of 35, the power of brands to intervene in the public sphere and doing rather than talking
In April Jesús Revuelta was recognised by his peers at the Club de Creativos with the Juan Mariano Mancebo Young Talent Award. Created this year to celebrate young professionals who stand out for their talent, not only in the creative area but in any field of advertising communication, he shared the honour of the inaugural award with Miguel Ángel Duo of China, Madrid.
His career began at Bassat and OgilvyOne Barcelona, followed by a stint at DoubleYou Barcelona. Then his trailblazing really started as he became the youngest member of the regional creative council of Ogilvy Latina, managing to get Ogilvy & Mather Costa Rica named as the most creative agency in the country during the two years he worked there as a general creative director. As executive creative Director of MRM // McCann in Madrid he led, among others, the project that won the Cannes Lions Entertainment Grand Prix in 2017: ‘Beyond Money’ for Santander. Jesús was appointed as chief creative officer for FCB Spain at the start of 2018 and, at just 35 years of age, we can expect him to remain a key player in the Spanish creative community for years to come.
LBB’s Alex Reeves took some time to get to know him and his philosophies.
LBB> What was it like to win the first Juan Mariano Mancebo Award?
Jesús> I don’t know if I should feel young at 35, but I feel this recognition is an honour, a responsibility and a debt to my magnificent mentors.
LBB> You've said ad agencies should "help brands to behave”. Can you elaborate on that philosophy?
Jesús> Sometimes we (as agencies) limit ourselves by trying to solve big problems with small solutions (called ads) just because it’s what we’ve been asked to do. Most of the time we are asked to make brands talk, instead of making them behave.
People don’t evaluate you as a person for what you say but for how you act, so why should it be any different with brands? Communication is not about talking, it’s about giving something to others, whether this is helping them, listening to them, enabling them to have a good time, being consistent in your beliefs, or even making mistakes…
Essentially it is doing, not talking, that makes you earn others’ trust, respect or love.
Moreover, I believe that businesses and brands have much more influence than governments now, and are therefore best placed to step forward and intervene in the public sphere. That means that agencies, acting as the brand’s storytellers can take advantage of that to make things, make good, and make something for the people.
There is an amazing opportunity to do something deeper than talking - we have the power to give something to people.
LBB> How are you settling into your role at FCB? What has the experience been like?
Jesús> We have taken our time to create a clear proposition for clients and to build up a new creative team. A proposition that is based on the intersection of advertising and entertainment, ideas and formats, creativity and content. And our new team is really focused in this direction, with renowned creatives including Alba Vence, Dani Requena, Sergio Villarrubia and Yerai Gómez.
And now, it is the moment to stop talking and start doing.
LBB> What are you most excited about getting stuck into at FCB?
Jesús> I love to think we are trying to look for solutions to the biggest problems our profession is suffering. Advertising is being backed into a corner and, from our perspective and our market, we can explore alternate scenarios.
For example, when we say we offer advertising and entertainment, we are searching for a combination of attracting audiences to pay attention willingly and ideas that are born to leak into people’s daily lives like liquid into a crack. Sounds exciting, doesn’t it?
LBB> What is the most important experience or project in your career this far?
Jesús> There are experiences I’d never sell, but I can’t pick just one. Being in the Ogilvy Latina board meetings was a huge learning experience. They were creative genius. At DoubleYou Barcelona I fell in love with the profession, understood the importance of having a purpose. It was like a school with amazing teachers. And in my previous role I learned that creative delivery is not the only thing that matters.
And, if I had to choose one project from all of these agencies, I’d choose Nike’s ‘Mi Pista’ from DoubleYou, Claro’s ‘Signs of Progress’ from Ogilvy Costa Rica, and Santander’s ‘Beyond Money’ from MRM//McCann Madrid.
Of course, we will put all our efforts at FCB Spain into creating new and momentous memories for our teammates and clients.