Hernán Ponce

There are lot of Argentinean advertising semi-gods, but few of them exceeded the 10 lions barrier, like Hernán Ponce. He himself became an executive after he opened his agencies and those lions he has won, let´s say so, were probably not written by him. But what makes Hernán Ponce and his agency great are their worldwide seen spots for Axe. South America is known for great creative work, but few global works come actually from there. These TV spots created by Vega Olmos Ponce might be the only exception.

Like most of the heavyweights from Argentina, Hernan Pónce started his long creative director career in the agency of David Ratto, the most famous and dearest ad man in the country of Tango. He left the best agency of time to lead the newest rising star of Argentina: Young & Rubicam, where he won loads of Lions and recognition enough to open his own brand: Vega Olmos Ponce, together with Fernando Vega Olmos. Contrary to his partners, Ponce really engaged his creative mind in legendary ideas for Axe, including the second Argentinean Grand Prix after almost 40 years (the first one was a film for Pepsi from 1969).

Ad Genius 16: Hernán Ponce.
Country: Argentina.
Agencies: Ratto/BBDO, Young & Rubicam, Vega Olmos Ponce.
At Cannes: 25 lions, 1 Grand Prix, 3 Gold.
Strong Points: Advertising for teenage men.

Juan Cabral

Juan Cabral is probably the biggest ad star of our generation. With only 29, he became partner of one of the leading UK agencies, Fallon London. And he is not even british. Born in Argentina, Cabral began at Agulla & Bacetti, where he already collected some global awards.

You just couldn´t say that Cabral is lucky since he has worked in the best agencies and had the best opportunities. If you check out the credits, you will see he is usually the copywriter, the art director of the ad (if print) and the director (if TV). He usually has no company in the credits. And when he does, we can suppose who is the real brain...

Like most superstars, he is a bit exquisite. After winning his most prestigious award, the TV Grand Prix in Cannes, Cabral decided to move back to Argentina to raise his first kid. Will he become the advertising James Dean and retire forever, maintaining intact his image of legend or will he come back to try the tough challenge of keeping being the best?

Ad Genius 1: Juan Cabral.

Countries: Argentina, UK.

Agencies: Agulla & Bacetti, Mother, Fallon London.

At Cannes: 11 Lions (2 GP).

Strong point: Emotional advertising and use of music.