MERCADEO Versión en español
Norberto Zylberberg of LatinWorks: A prize won at Cannes for a submarket like the Hispanic one with so many restrictions is worth a lot
19 de junio de 2013
Norberto Zylberberg
After winning a Bronze Lion in the Radio category, Norberto Zylberberg, senior VP, creative director and head of development at LatinWorks, spoke with PRODU about the victory and his view of the 2013 Cannes Lions Festival.Speaking of the prize, Zylberberg gave all the credit to the creative duo of Pablo Maldonado and Jose H. Hernandez, who joined the team less than a year ago and are responsible for the prizewinning radio work for Austins Latin film fest Cine Las Americas.Pablo Maldonado and Jose Hernandez are the ones who deserve the award they did the work. The truth is that it was a joy to win what it won, considering the level of the jurors, so the congratulations are for the creatives above all he said.About the festival itself, Zylberberg said the event evolves more each year. You begin to notice ideas that are a little more global, but whats interesting is that every year countries take part that did not traditionally have a place at Cannes, another country surprises you by showing that big ideas work everywhere. And the Hispanic market has done well, so I believe this has been a good year.The executive thinks the Hispanic market stands out more and more, picking up nine Lions to date. A prize won at Cannes by a submarket with so many restrictions is worth a lot, since with general market agencies to compete against, there are a ton of variables that dont exist in other countries Zylberberg said.
