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Francisco Sanchez of Zubi: ADDYs Provide A Key Platform for Our Market
Manuela Walfenzao| 20 de enero de 2020
Francisco Sanchez
Associate Creative Director Francisco Sanchez of Zubi will be on the jury of the 2020 American Advertising Awards (ADDYs), where he will take part in evaluating the work presented in every category including digital, print, radio, television, BTL and up to technical categories. He noted that the ADDY Awards provide a key platform for showcasing what motivates different markets in a more local and affordable way. “One of the things I shared with my colleagues is how it feels to arrive (in this case) in San Antonio from Miami. It’s like coming to another country with a different culture, a different outlook. All this influences the work being done, the ideas, the craft and you name it. And since I always have my student hat on, for me it’s very important,” he added. Sanchez believes that when the time comes to evaluate ads, everything boils down to ideas. “The crafting of an advertisement can be amazing, but without a strong message behind that execution, it will be too diluted to have any effect,” he said, adding that “as for the judging process, it is extremely important for participants to include context in their entries. For ads on the air it’s not necessarily vital, since seeing a TV commercial as a creative you can dismantle the idea and its strategy much easier, but for more tactical work on such platforms as digital and social, context is really very important.” Regarding trends in 2020, he said that “creative and business trends are the choices this year and not tactical ones, and that goes for both for agencies and brands. For agencies, the focus will be on creative work being much more immediate, efficient and versatile, which will potentially result in a better overall creative product.”
