Diego “PICO” Livachoff, founder of POTRO: “Brands should stop playing it safe if they want to produce results”
Marketing executive Diego “PICO” Livachoff, founder of POTRO, warns that an excessive focus on data is limiting campaigns’ effectiveness.
Lima, Peru, Abril 2026.
Ten years after arriving in Peru, Livachoff analyzes how the local advertising industry has evolved and warns about a growing disconnect between the use of technologies and real business impact.
With prior experience in the Peruvian market before finally settling in, the executive managed to quickly integrate into the local ecosystem, thanks to a clear understanding of the local consumer and brand dynamics.
Over the last decade, the industry has experienced a transformation, driven by data, artificial intelligence and platform diversification. However, Livachoff argues that this technological advance does not always translate into more effective campaigns.
“Today we see campaigns that are very data-driven, but without a creative evolution that really connects with people,” he says.
The Peruvian market, he adds, has gained dynamism with the emergence of new independent agencies and an increasingly solid talent base, which has raised the bar for competition in the country’s industry.
Throughout his career, Livachoff has promoted projects oriented towards creativity that generates concrete results for brands, managing to consolidate long-term relationships with different customers.
Looking ahead, Livachoff warns that the main challenge in the next few years will be achieving a balance between technology and creativity: “Brands that continue to play it safe will lose relevance. The opportunity lies in generating ideas that really connect,” he concludes.
Tomilli