Carlos Souto
Encyclopedia
Carlos Souto is a renowned Argentine advertising executive. He is regarded as one of the leading political advertising executives in his country
. He runs the prestigious advertising agency “La Ese”, which has been engaged in political advertising since 1996. The work teams he organizes and leads have been a key factor in transforming the Latin American political language over the last decade. He took part in work teams with David Ratto, Ramiro Agulla, Dick Morris, Miguel Sal and Darío Lanis. Throughout his long career he has received over forty national and international awards for his noteworthy pieces of communication for the goods and services market. He has recently been accused in the local media in Argentina of providing services to post fake, scripted comments on online journals to support the Clarin media group in its fight against the Kirchner administration http://www.elargentino.com/nota-87999-medios-123-La-agencia-de-comunicacion-que-hace-el-trabajo-sucio-para-Clarin.html.
neighborhood in Buenos Aires City, Argentina
, on May 13, 1955. His parents, Maruja and Celestino, were Galician
immigrants. Thanks to them and to his grandmother Carmen, both his sister Ana María and Carlos acquired Galician language
before Spanish
. He spends his childhood and early youth in the southern suburbs of Buenos Aires City. He started his studies at Colegio Bernasconi. Later, in second grade he changed school (to Cangallo Schule, a German school in Balvanera neighborhood) where he completed his elementary and high school studies.
and considering the political commitment he had assumed as a student representative at the Buenos Aires University Engineering School, Souto travels to Brazil
and settles in Sao Paulo City. His first job is as an office boy in the advertising agency Diálogo Propaganda. In 1976 he publishes his first and only storybook, illustrated by María Teresa Lemos Fontao. After a while, he starts working as a TV commercial production assistant. His beginnings are in Flipfilms and in the advertising agency Mauro Salles Interamericana. His rise is rapid. In this way, he meets the French director Olivier Perroy, who jointly with Carlo Ponti, Jr., establishes the international “Filmar do Brasil”. In Angra dos Reis
they produce the feature film “Pirañas.” This would be Souto’s only experience in feature films. During the four years he lived in Sao Paulo
Carlos Souto shared an apartment, O Quatorze in Pinheros, with the Catalan plastic artist and advertising executive Xavier Ruáix Durán. O quatorze would turn into a place of worship for the intellectual, the creative and young moviemakers that came together in Sao Paulo
during the second half of the 70's. At the beginning of the 80’s, Souto decides to come back to Argentina
. In 1983, he organizes his first business venture. In 1984, he establishes a company engaged in the development of brand events. Souto would work in the field of public relations and communication. In the following years, definitely settled in Argentina
, Souto develops his first work team connected with the advertising industry.
. In 1994, he enters the advertising agencies creative ranking of the Argentine Chamber of Advertisers, being in the tenth place in the country. In 1995, he participates for the first time in a selection process for the organization of a political campaign
. He emerges as the winner; he runs his first political campaign and wins the election. Nevertheless, his communicational work in the goods and services market continues to collect many awards. A short time later he would be awarded with the “Silver Lion” on TV at the Cannes Festival, with a Gold on TV at the London Festival, with a Gold and a Platinum Pencil Award, besides the Grand Prix
at Festival Iberoamericano de Publicidad (FIAP)
, and Gold awards on TV and Radio at the same festival. He is also multi-awarded in Mexico, Brazil, and Colombia, apart from receiving noteworthy recognitions at festivals like the New York Festival or at the Argentine Circle of Creative Designers. The first Souto’s website receives the Silver award at the London Festival and at FIAP. During 1999 he decides to set up a new company, Adlatina.com, a website specialized in marketing
and advertising
.
, in which he achieves memorable hits. He wins two presidential elections, two elections for Buenos Aires Mayor, and one for Mendoza Province Governor. Recently, he has won a mid-term legislative election in Buenos Aires Province. He has the chance to be responsible for the institutional communication of several government efforts and to advise different politicians and businessmen in crisis situations. His work in the elections field is praised for the creative quality of the audiovisual pieces as well as for those of the public highway, apart from the standards applied to production. Many of the commercials he has made throughout his career are part of the communicational and cultural values of his country.
Country
A country is a region legally identified as a distinct entity in political geography. A country may be an independent sovereign state or one that is occupied by another state, as a non-sovereign or formerly sovereign political division, or a geographic region associated with a previously...
. He runs the prestigious advertising agency “La Ese”, which has been engaged in political advertising since 1996. The work teams he organizes and leads have been a key factor in transforming the Latin American political language over the last decade. He took part in work teams with David Ratto, Ramiro Agulla, Dick Morris, Miguel Sal and Darío Lanis. Throughout his long career he has received over forty national and international awards for his noteworthy pieces of communication for the goods and services market. He has recently been accused in the local media in Argentina of providing services to post fake, scripted comments on online journals to support the Clarin media group in its fight against the Kirchner administration http://www.elargentino.com/nota-87999-medios-123-La-agencia-de-comunicacion-que-hace-el-trabajo-sucio-para-Clarin.html.
Childhood and Youth
Carlos Souto was born in Parque PatriciosParque Patricios
Parque Patricios is a barrio located on the southern side of Buenos Aires, Argentina belonging to the fourth comuna.Parque Patricios underwent a transformation during the beginning of the 1900's...
neighborhood in Buenos Aires City, Argentina
Argentina
Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...
, on May 13, 1955. His parents, Maruja and Celestino, were Galician
Galician people
The Galicians are an ethnic group, a nationality whose historical homeland is Galicia in north-western Spain. Most Galicians are bilingual, speaking both their historic language, Galician, and Castilian Spanish.-Political and administrative divisions:...
immigrants. Thanks to them and to his grandmother Carmen, both his sister Ana María and Carlos acquired Galician language
Galician language
Galician is a language of the Western Ibero-Romance branch, spoken in Galicia, an autonomous community located in northwestern Spain, where it is co-official with Castilian Spanish, as well as in border zones of the neighbouring territories of Asturias and Castile and León.Modern Galician and...
before Spanish
Spanish language
Spanish , also known as Castilian , is a Romance language in the Ibero-Romance group that evolved from several languages and dialects in central-northern Iberia around the 9th century and gradually spread with the expansion of the Kingdom of Castile into central and southern Iberia during the...
. He spends his childhood and early youth in the southern suburbs of Buenos Aires City. He started his studies at Colegio Bernasconi. Later, in second grade he changed school (to Cangallo Schule, a German school in Balvanera neighborhood) where he completed his elementary and high school studies.
Cursus Honorum
After the military coup in ArgentinaArgentina
Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...
and considering the political commitment he had assumed as a student representative at the Buenos Aires University Engineering School, Souto travels to Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
and settles in Sao Paulo City. His first job is as an office boy in the advertising agency Diálogo Propaganda. In 1976 he publishes his first and only storybook, illustrated by María Teresa Lemos Fontao. After a while, he starts working as a TV commercial production assistant. His beginnings are in Flipfilms and in the advertising agency Mauro Salles Interamericana. His rise is rapid. In this way, he meets the French director Olivier Perroy, who jointly with Carlo Ponti, Jr., establishes the international “Filmar do Brasil”. In Angra dos Reis
Angra dos Reis
Angra dos Reis is a Brazilian municipality located in the southern part of Rio de Janeiro state. It is located at an altitude of 6 meters and includes in its territory 365 offshore islands. It was discovered on January 6, 1502, but has been under continual settlement since 1556. Its population...
they produce the feature film “Pirañas.” This would be Souto’s only experience in feature films. During the four years he lived in Sao Paulo
São Paulo
São Paulo is the largest city in Brazil, the largest city in the southern hemisphere and South America, and the world's seventh largest city by population. The metropolis is anchor to the São Paulo metropolitan area, ranked as the second-most populous metropolitan area in the Americas and among...
Carlos Souto shared an apartment, O Quatorze in Pinheros, with the Catalan plastic artist and advertising executive Xavier Ruáix Durán. O quatorze would turn into a place of worship for the intellectual, the creative and young moviemakers that came together in Sao Paulo
São Paulo
São Paulo is the largest city in Brazil, the largest city in the southern hemisphere and South America, and the world's seventh largest city by population. The metropolis is anchor to the São Paulo metropolitan area, ranked as the second-most populous metropolitan area in the Americas and among...
during the second half of the 70's. At the beginning of the 80’s, Souto decides to come back to Argentina
Argentina
Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...
. In 1983, he organizes his first business venture. In 1984, he establishes a company engaged in the development of brand events. Souto would work in the field of public relations and communication. In the following years, definitely settled in Argentina
Argentina
Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...
, Souto develops his first work team connected with the advertising industry.
First advertising hits
In the late 80’s, Souto decides to focus all his experience in setting up a small advertising agency with Argentine share capitals. The basics of his project would be the approach to communication, the primary function of which would be to respect the cultural identity of the society in which the company would operate. Even it could act as a forum to help understand the constructive potential of advertising in social development. As his project is settling, in 1991 he receives his first award, the third place in Clarín Award for Creativity in Newspapers. This would be the beginning of a long path of recognitions for the development of his project. In those years he builds a famous duo with Darío Lanis that would be awarded both nationally and internationally. At the same time, he organizes a work team with remarkable young people like Juan Cravero, Carlos Bayala, Pablo del Campo, Gustavo Taretto, Fernando Tchechenitsky, and Álvaro Fernández Mendy. In 1993, he finally establishes his first advertising agencyAdvertising agency
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services...
. In 1994, he enters the advertising agencies creative ranking of the Argentine Chamber of Advertisers, being in the tenth place in the country. In 1995, he participates for the first time in a selection process for the organization of a political campaign
Political campaign
A political campaign is an organized effort which seeks to influence the decision making process within a specific group. In democracies, political campaigns often refer to electoral campaigns, wherein representatives are chosen or referendums are decided...
. He emerges as the winner; he runs his first political campaign and wins the election. Nevertheless, his communicational work in the goods and services market continues to collect many awards. A short time later he would be awarded with the “Silver Lion” on TV at the Cannes Festival, with a Gold on TV at the London Festival, with a Gold and a Platinum Pencil Award, besides the Grand Prix
Prize
A prize is an award to be given to a person or a group of people to recognise and reward actions or achievements. Official prizes often involve monetary rewards as well as the fame that comes with them...
at Festival Iberoamericano de Publicidad (FIAP)
Festival Iberoamericano de Publicidad
Festival Iberoamericano de Publicidad was created in 1969 by Alberto Gollán - a pioneer of Argentine Television. The objective of this first Spanish and Portuguese-speaking advertising festival, has been since then, to promote and integrate the communication of the region.The globalization of the...
, and Gold awards on TV and Radio at the same festival. He is also multi-awarded in Mexico, Brazil, and Colombia, apart from receiving noteworthy recognitions at festivals like the New York Festival or at the Argentine Circle of Creative Designers. The first Souto’s website receives the Silver award at the London Festival and at FIAP. During 1999 he decides to set up a new company, Adlatina.com, a website specialized in marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
and advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
.
Political Marketing
Carlos Souto begins his experience in the field of political advertising in 1995 and since then the team he leads has accompanied each of the most important moments in the history of Argentine elections. Throughout his career and thanks to his renowned work, Carlos Souto is called for the most important political campaigns in ArgentinaArgentina
Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...
, in which he achieves memorable hits. He wins two presidential elections, two elections for Buenos Aires Mayor, and one for Mendoza Province Governor. Recently, he has won a mid-term legislative election in Buenos Aires Province. He has the chance to be responsible for the institutional communication of several government efforts and to advise different politicians and businessmen in crisis situations. His work in the elections field is praised for the creative quality of the audiovisual pieces as well as for those of the public highway, apart from the standards applied to production. Many of the commercials he has made throughout his career are part of the communicational and cultural values of his country.
Political Campaigns
| Year | Candidate | Office |
| 1996 | Fernando de la Rúa Fernando de la Rúa Fernando de la Rúa is an Argentine politician. He was president of the country from December 10, 1999 to December 21, 2001 for the Alliance for Work, Justice and Education .... |
Mayor of the City of Buenos Aires |
| 1998 | Fernando de la Rúa | Primary Election — Alianza |
| 1999 | Fernando de la Rúa | President of the Argentine Republic |
| 2000 | Aníbal Ibarra Aníbal Ibarra Aníbal Ibarra is an Argentine lawyer and politician who served as mayor of Buenos Aires from 2000 to 2006.-Biography:Ibarra was born in Lomas de Zamora, a district located in the southern region of Greater Buenos Aires. His father was a Paraguayan member of the PLRA who left his country during the... |
Mayor of the City of Buenos Aires |
| 2003 | Carlos Menem Carlos Menem Carlos Saúl Menem is an Argentine politician who was President of Argentina from 1989 to 1999. He is currently an Argentine National Senator for La Rioja Province.-Early life:... |
President of the Argentine Republic |
| 2003 | Julio Cobos Julio Cobos Julio César Cleto Cobos is an Argentine politician, currently serving as the Vice President of Argentina alongside President Cristina Fernández de Kirchner. He started his political career as member of the Radical Civic Union , becoming Governor of Mendoza in 2003... |
Governor of the Province of Mendoza |
| 2005 | Luis Brandoni Luis Brandoni Luis Brandoni is an Argentine film and television actor. Politically active in the centrist Radical Civic Union , he was elected to the Argentine Chamber of Deputies in 1993, where he served until, 2001... |
Senator of the Province of Buenos Aires |
| 2007 | Jorge Telerman Jorge Telerman Jorge Telerman is an Argentine politician and journalist. He was the fourth Chief of Government of Buenos Aires City, replacing Aníbal Ibarra between 2006 and 2007... |
Mayor of the City of Buenos Aires |
| 2007 | Francisco de Narváez Francisco de Narváez Francisco de Narváez , known as El Colorado or Pancho, is a Colombian-born naturalized Argentine businessman, politician who ran for governor of Buenos Aires Province on the PRO ballot in the 2007 elections in Argentina... |
Governor of the Province of Buenos Aires |
| 2009 | Francisco de Narváez Francisco de Narváez Francisco de Narváez , known as El Colorado or Pancho, is a Colombian-born naturalized Argentine businessman, politician who ran for governor of Buenos Aires Province on the PRO ballot in the 2007 elections in Argentina... |
Member of the Parliament of the Buenos Aires Province |
Awards
In 2000, Carlos Souto was awarded with the Silver Cannes Lion at Cannes Festival. In addition, he was awarded with national and international awards, both in the political field and for his communication pieces, some of which are listed below.- Cannes International Advertising Festival > Silver Lion - TV — Category Institutes
- London International Advertising Awards > Gold - Television - Category Retail Services
- London International Advertising Awards > Silver - Television - Category Web Sites
- London International Advertising Awards > Finalist - Television - Category Humour
- London International Advertising Awards > Finalist - Television - Category Direction/Dialogue
- London International Advertising Awards > Finalist - Television - Category Corporate
- London International Advertising Awards > Finalist - Television - Category Low Budget
- New York Festivals > Bronze - Television - Category Services
- New York Festivals > Bronze - Television - Category Retail Dealers
- New York Festivals > Finalist - Television - Category Best Humorous Spot
- FIAPFestival Iberoamericano de PublicidadFestival Iberoamericano de Publicidad was created in 1969 by Alberto Gollán - a pioneer of Argentine Television. The objective of this first Spanish and Portuguese-speaking advertising festival, has been since then, to promote and integrate the communication of the region.The globalization of the...
- (Latin American Advertising Festival) > Grand Prix - Radio - All categories
- FIAP - Golden Sun - Radio - Category Services
- FIAP - Golden Sun - Television - Category Education Institutes
- FIAP - Golden Sun - Radio - Category Campaigns
- FIAP - Golden Sun - Internet - Category Websites
- FIAP - Finalist - Television - Category Services Campaign
- FIAP - Finalist - Radio - Category Services Campaign
- FIAP - Finalist - Radio - Category Education Institutes
- The One ShowThe One ShowThe One Show is a topical magazine-style daily television programme broadcast live on BBC One and BBC One HD, hosted by Alex Jones and Matt Baker. Chris Evans joins Jones to present the programme on Friday...
> The One Show Merit Award
- Brazilian Advertising Festival > Golden Lamp - Television - Category Services
- Brazilian Advertising Festival > Golden Lamp - Television - Category Education
- Brazilian Advertising Festival > Golden Sun - Radio - Category Services
- Festival Mundial de Publicidade de Gramado > Galo de Prata - Radio - Category Education
- Festival of Creativity > Grand Prix - Television
- Festival of Creativity > Golden Eagle - Television - Category Schools and Education Institutes
- Festival of Creativity > Bronze Eagle - Television - Category Schools and Education Institutes
- Latin American Golden Dial > Second Grand Golden Dial - Radio - All categories
- Latin American Golden Dial > Golden Dial - Radio - Category Services
- Argentine Circle of Creative Designers > Golden Tooth - Television - Category Services
- Golden Pencill > Golden Pencil - Radio - Category Education Institutes
- Platinum Pencil > Platinum Pencil - Radio - All categories
- Clarín Award for Creativity in Newspapers > First Prize - Black and White Graphics - Category Clothing
- Clarín Award for Creativity in Newspapers > First Prize - Black and White Graphics - Category Books Schools Universities
- Clarín Award for Creativity in Newspapers > Second Prize - Black and White Graphics - Category Clothing, Household Linens, Lingerie
- Clarín Award for Creativity in Newspapers > Third Prize - Black and White Graphics - Category Clothing
- Clarín Award for Creativity in Newspapers > TThird Prize - Black and White Graphics - Category Clothing
- National Advertising Contest > First Prize - Category Institutional
- National Advertising Contest > First Prize - Category Financial Institutions
- National Advertising Contest > Second Prize - Category Financial Institutions
- Ether Award for Radio Activity