Strategic creativity as a driver of value in contemporary communication

Creativity has ceased to be a purely expressive exercise, consolidating itself as a key strategic tool in building value, reputation, and connection with audiences. In this context, the recognition of Pablo Hernández, Creative Director at LLYC, as one of the “Advertisers to watch in Colombia in 2026” by COPU, not only highlights an individual career path but also reinforces the firm’s position as a relevant player in the evolution of strategic creativity in the country.

Beyond the recognition, this distinction highlights a clear industry trend: the consolidation of a type of creativity that understands business, engages with the social context, and responds to the real challenges of brands and people. Today, high-impact ideas are those capable of articulating purpose, consistency, and opportunity, integrating critical thinking, innovation, and cultural sensitivity into every stage of the creative process.

From this perspective, strategic creativity is positioned as a transversal axis in decision-making, allowing for the detection of opportunities, the resolution of complex problems, and the building of relevant narratives in increasingly changing environments. Creative leadership like that of Hernández drives collaborative and interdisciplinary work models, where a diversity of perspectives strengthens solutions and expands their reach, both locally and globally, aligning ideas with the business and reputation objectives of organizations.

These types of recognitions also reflect an evolution in the criteria used today to evaluate creative impact. It is no longer just about notoriety or formal innovation, but about the ability to generate sustainable value, strengthen the relationship between brands and audiences, and contribute responsibly to the communication ecosystem. In a scenario where coherence and consistency are decisive in the moments of truth that organizations face, creativity reaffirms itself as a strategic engine for building long-term trust and relevance.