Local talent vs tax incentives: weighing it up with Marcos Fustero

What matters more in a production: saving money or the quality of the crew? It is one of the eternal questions in our industry. To shed some light on it, we spoke to Marcos Fustero, a benchmark figure with more than 45 years in audiovisual advertising.

With a career built working for brands such as Nescafé and Barceló, and now pulling his weight at La Huella de Armstrong, Fustero brings a perspective shaped by thousands of hours on set to the question of tax incentives versus human value.

The trap of «free» money in film

In recent years, the debate has focused on tax incentives as key to making short and feature films viable. They are certainly a necessary tool for attracting investment, but Marcos is clear: talent always wins.

His argument is a lesson in industry reality: if there is no technical and human quality behind a project, the result has no real value, regardless of the support received.

Talent as the driving force of Alicante’s industry

For Marcos Fustero, experience shows that numbers can balance a budget, but only talent can build a solid, competitive film and TV industry.