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Humberto Polar of Grey Mexico: The U.S. Hispanic Market Is Driven By Creative Power
Liz Unamo| 13 de octubre de 2017
Polar sugiere al Círculo replantear el enfoque del premio
Humberto Polar, CCO of Grey Mexico, spoke with PRODU after being a special guest and jury president at the 6th edition of the U.S.H. Idea Awards, organized by the U.S. Círculo Creativo. “It was an honor to be part of this edition as president because of the enormous progress being made in the Hispanic market, which is moving so fast that sometimes those working in the local industry are not even aware of it” he said. Polar congratulated the Círculo for the original way the Top Five entries were judged, and he shared his views about each of them. “The Top Five Ideas spark pride on the one hand and envy on the other, from the relevance and courage of the Johnnie Walker piece to the campaign for the Netflix Narcos series, an idea seen around the world. I consider the two pieces by We Believers brilliant, because they made the brands challenge all their categories’ cliches, and Ponle Acento, which for me offers a very powerful observation.” He took the opportunity to suggest that the Círculo reframe the award ceremony’s approach. “I think the focus should be on rewarding big ideas and not so much on the objectives. Since the Círculo’s inception, everything has changed and it’s time to review the distinction between Hispanic and Beyond Hispanic.” He concluded by saying how incredibly pleased he was by the creative quality shown by the industry. “Today the Hispanic market is driven by creative power, particularly in such markets as Brazil, Argentina and Australia. Curious, because despite being part of the biggest market in the world, they don’t see things in exactly the same way the rest of that market does. It’s a very special situation, and for me having witnessed it was a privilege,” he said.
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