AlPunto Advertising

"Thinking is for everyone. We think different.
Thinking different isn't just what we do, it's who we are."
al Punto Advertising - Cesar Sanchez
Creative Director
730 El Camino Way, Suite 200
Tustin, CA. 92780
714-544-0888
csanchez@alpunto.com
www.alpunto.com

Q: Could you tell us whou you are, who you work for, and your position?
A: My name is Cesar Sanchez, I'm with al Punto Advertising, and I'm the Creative Director.

Q: How hard was it for you to be a Creative Director?
A: It has always been something that I wanted to do, so I went to school in Spain for Graphic Design and Advertising. I also took Masters, I spent a year in an Art Center in Madrid for Advertising and Art Direction.

Q: Was the transaction difficult from a free lancer to an agency?
A: Yes, specifically with the budgets, the meetings, and the people you are hanging out with everyday.

Q: As a Creative Director do you do the hiring?
A: When it comes to hiring, it depends sometimes we go with some headhunters that specialize in the market.

Q: What do you look for in a designer?
A: What we are looking for is for someone that has something a little bit different. Always looking for someone that has a different perspective on the same issue.

Q: How is your company organized?
A: Pretty much in our agency we have three different sites. We have media, accounting, and creative.

Q: Do you recommend any magazines to complete a project?
A: Well, all the magazines for advertisement and design, Communication Arts, Print, How, Archive, those are the main ones that I always buy and subscribe to.

Q: How do you prepare a proposal for a new client?
A: Everything starts with a meeting with the account team and the client, then they come to use with the problem. Once they tell us the problem we start here planning, doing some research, look at trends, and design alternatives. Then some comps and presentations to the client.

Q: What are the biggest mistakes a designer makes in their career?
A: Biggest mistakes, I think is overusing computers sometimes. I have seen alot of designers that the first thing that they do when they get a project, they go into the computer and start designing right there. Instead of just thinking about it a bit or sketching something with a pencil and a paper.