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ROAD TO CANNES LIONS- Federico Hauri of Y&R Miami: Creativity with high emotional relevance continues to point the way
Liz Unamo| 12 de junio de 2018
Federico Hauri 1
Before starting creative work at Y&R Miami, its creatives focus on knowing what the real problem is that clients need to solve. “This can require some honest talks with them about their strategic goals and internal processes,” said agency VP and Executive Creative Director Federico Hauri. Creativity with high emotional relevance will continue to point the way beyond technologies and new media. “An exceptional 60 seconds can nail it, and even a 4-second activation on Snapchat – as has been and will be the case with all the great work of past, present and future,” he said. The agency is competing at the Cannes Lions International Festival of Creativity with its campaigns for BeIN Bed for BeIN Sports, Alienware and Plugs for Dell, and Dates and Kids for Aubi & Ramsa, the latter in print. “Everything we do as an industry is to help create brand identities and increase their emotional relevance to people’s lives. It is important for advertisers to get involved in this aspect and even go to the festival,” Hauri said. Brands want more for less, Hauri warns, and holding companies too, which is why “performance is the word of the year in the ad industry. I think this is also true regarding the Cannes Festival, which now more than ever has to prove its value as a global standard for those of us who love this profession.”
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