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Norberto Zylberberg from Socialisssima: Media integration will be what will make the best ideas stand out at the U.S.H. Idea Awards 2016
Liz Unamo| 4 de octubre de 2016
Norberto Zylberberg, CCO y fundador de Socialisssima
For Norberto Zylberberg, CCO and Founder at Socialisssima originality, surprise, and insight cleverly shown, continue to be the elements needed to stand out among the best pieces at the U.S.H. Idea Awards 2016, promoted by the U.S. Creative Circle (Circulo Creativo). “Media integration and paradigm shift is what will make the best ideas stand out among the best candidates” he told PRODU. This year the Hispanic Creative Circle announced the expansion of the jury and the inclusion of women. “This enables evaluating from several points of view and with a more plural result. This grants a different outcome, but I don’t know if it’s going to be better or not. It depends exclusively of the professional level of the jury, not its gender. In many cases the shift happened because the ‘jury’s picture’ didn’t work out, without women. This is how change happens, but really it’s time for it to be by own merits and not because it’s politically right. I think there are numerous professionals that have proven themselves, and more.” There are several challenges that have remain in recent years, Zylberberg explained, but he noted that in 2017 the trend of more independent agencies getting closer to bigger accounts will be clearer. “Not only because they are the ‘cheapest’ -big agencies have great overhead costs- but also due to empathy and more personalized work. Clients want more specific solutions, with simpler processes, faster, and without so much agency politicking.”
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