Javier Tirado, CEO of Cientochenta Agency, recently took center stage at the Building Success Summit, offering an insightful, firsthand look at what it truly means to succeed in today’s increasingly multicultural marketplace.
Drawing from his early experiences as a young advertising copywriter, Javier shared the story of his first entrance into the Cannes Advertising Festival — a pivotal moment that launched what would become a long-term partnership with the Cannes Young Creative Advertising programs. His personal journey was more than a career milestone; it was a masterclass in the importance of global perspective, creative resilience, and relentless ambition.
Javier also addressed a fundamental shift in the marketplace: the evolution of the Hispanic market from isolated segmentation to dynamic assimilation. With generations now seamlessly navigating both English and Spanish — and cultural fluency expanding with each new cohort — brands are tasked with speaking not just a language, but a cultural truth.
Language alone, Javier explained, is no longer the only lever marketers must pull. Culture itself shapes how messages are received, shared, and acted upon. However, he also emphasized the enduring power of universal truths — the emotional drivers that transcend borders. As a case study, Javier highlighted the Jeep Liberty campaign, originally conceived in Spanish but ultimately rebroadcast globally due to its universally resonant message as well as Cientochenta’s newest campaign for LifeLink Foundation which was also created in a Spanish speaking market but because of the universal truth in it, is now a national campaign running in the Tampa, Florida and Georgia Markets.
As multiculturalism becomes a permanent fixture rather than a passing trend, Javier’s insights served as both a roadmap and a rallying cry: success in today’s marketplace demands not just translation, but true cultural connection.
At Cientochenta, this philosophy remains a guiding principle — where creativity doesn’t just cross borders, it connects people.
