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Alfredo Alquicira from Publicis: I like FIAP’s attitude because it allows itself to experiment and evolve
Manuela Walfenzao| 6 de mayo de 2016
Alquicira: Espero ver ideas que no solo rompan sino que creen formatos
Alfredo Alquicira, General Creative Director at VividBrand / Publicis Healthcare Mexico, will be jury in two categories in the Ibero American Advertising Festival (FIAP) 2016. He will evaluate in the Ibero American Cup and in the category Media Innovation / Promo and Direct Marketing.”I hope to see some of the most surprising ideas in the festival, ideas that make the jurors wonder about things and discuss them, ideas that not only break through but create formats” he told PRODU.For Alquicira, the pieces that are submitted to Media Innovation / Promo and Direct Marketing “are generally multidisciplinary, are difficult to pidgeonhole, to judge, to compare with others because many times they have no precedents and the jury not only questions whether they should give them an award, but if they belong to this category. That is why festivals, their rules and their juries should remain fresh and flexible. Ideas in these categories challenge jurors.”The topic of the 47th edition of FIAP evaluates the future of the industry. They implemented new categories, modifications in the program and activities to adapt to the transformation that the industry is going through. “I think the changes in FIAP are going in the right direction, I like this festival’s attitude, because it allows itself to experiment and evolve. Changes are positive, sometimes not so much, but you can only be sure by trying them out” he concluded.
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