page_title: Carlos Souto
section_title: First advertising hits
hierarchical_section_title: Carlos Souto / First advertising hits
caption_attribution_description: Español: Carlos Souto gana el Leon de Plata en Cannes
context_page_description: Carlos Souto is an Argentine advertising executive. He is regarded as one of the leading political advertising executives in Argentina. He runs the advertising agency South Communications, 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.
context_section_description: In the late 1980s, 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 agency. 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.
caption: Carlos Souto at the Cannes Festival
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