The El Sol festival has just celebrated its 32nd edition in the city of Bilbao, where renowned professionals from the advertising industry met and the best creative pieces were awarded.
Clear Channel is one of the companies that did not want to miss the event in its fourth year as a sponsor.
For this reason, we wanted to interview Bill Derrenger, CEO of Spain and regional vice president of Clear Channel International, who spoke to us about his participation in the festival and the current situation of the industry.
“It was essential for Clear Channel to be at El Sol,” says Derrenger. Their participation in the festival has been a showcase for the business, but he points out: “ We feel more like partners of the festival than sponsors.”
"Our most important contribution this year has been the workshops in which we show how to bring new forms of creativity to life and bringing in more than 40 advertisers for networking and learning," adds Derrenger.
He also wanted to point out the increasingly important role that technology plays in the bolivia phone number advertising world. However, he assures that "the essence of advertising remains the same."
"Creativity has a lot to do with knowing how to make the most of the medium. It is very important for creative teams to know how to take advantage of the external environment, beyond technology," he explains.
Regarding outdoor advertising, "it is a very brave medium. Brands that want to hide should not do outdoor advertising because it means a commitment to consumers."
And it is this characteristic, courage, that is the winning card in today's oversaturated advertising industry. "If it doesn't scare you a little bit, it's not good advertising ," says Derrenger.
He also points out that El Sol has become an essential event for the sector, as it is a meeting point between advertisers and agencies and "the most important award in terms of creativity in Spain."
Looking to the future, Clear Channel has already begun preparing its collaboration for the next edition of the festival. “We are never satisfied with what we have done in the past. Every year we try to introduce a new way to make the festival bigger and strengthen relationships. We are an active part of the industry and we feel we have to contribute.”