MERCADEO Versión en español
Creativity in the region grows in the face of adversity, says Anibal Quiñones of Arteaga & Arteaga and shortlist juror at FIAP 2021
Liz Unamo| 24 de agosto de 2021
Anibal E Quinones Arteaga Puerto Rico
“The process of innovation is based on making an idea tangible. When I got involved in the Innovation category, I looked for the exact way that teams got together to bring fresh new ideas into the world,” said Aníbal Quiñones, Innovation & Creative at Arteaga & Arteaga, and currently Innovation juror for FIAP 2021. This will be a unique FIAP edition, since setting trends will be a key element of the campaigns being judged. “FIAP as a festival has always set standards of creativity in the region. FIAP will now help us take a really thorough look at Latin America in 2020. Creativity in the region always grows in the face of adversity. I’m intrigued by being able to identify the new trends that have sprung from the Covid-19 emergency,” he said. Before the pandemic there already existed a trend of social responsibility among brands towards their communities and their more immediate surroundings, Quiñones recalled. “I believe that something interesting that arose during the pandemic has been the new ‘sense of responsibility’ (or perhaps I should call it the ‘commitment) of consumers toward their favorite brands. Yes, they’ve stopped seeing the brand as a citizen and see it as a project driven onwards by individuals like you. We’ve seen each one connected to the wellbeing of all. We’ve seen them with the ample support of brands and local businesses during the pandemic. The subject here is the interconnectivity of everyone’s wellbeing, where if you’re OK, I’m OK. That will be a focus from now on. The brand that invests in the people will see how people invest in the brand, and how the cycle perpetuates itself.”
