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Alejandro Ortiz from Casanova McCann: I hope to have helped raise the level of demand among the jury
Liz Unamo| 12 de octubre de 2016
Alejandro Ortiz, VP director creativo de Casanova//McCann
Alejandro Ortiz, Creative Director VP at Casanova McCann, as part of the jury in the 2016 U.S.H. Idea Awards was looking for simplicity, clarity and difference in the pieces. “Solutions I didn’t expect. Ideas that move, that make you feel something, that generate laughter, curiosity, sorrow, euforia, fury, I mean, that make us feel and think.” With his participation, he hopes to have “helped raise the level of demand among the jury, to be fair with participants and loyal to what the awards represent” he tells PRODU. Ortiz says he has had vast experience as a juror in other festivals, such as Addy’s, New York Festivals, Mobius, and O’Toole, among others. “I have had to go all the way to Seul to be a juror in the Ad Stars with the legendary Neal French. Each has been a different experience, some good, others bad. I think the best thing is that when a panel of leading and creative minds from our industry get together, we all benefit and learn from one another, especially, the more diverse the panel is.” He feels that creative quality in the Hispanic market has improved a lot in the last few years, but there is a lot to achieve. “I think we can never rest and remain satisfied with a good job, we should always push to achieve extraordinary work and that way continue raising the level in the market.” The Hispanic market, along being the most difficult, because it has the lowest budgets -among other things- he says, is the one that has brought him greatest satisfaction “because overcoming those limitations and finding the way to do a good job for the brand and the audience, is what keeps me going.”
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