MERCADEO Versión en español
Ciro Sarmiento and Gustavo Lauria of U.S. Círculo Creativo: We Want To Promote Messages Inspired By Diversity
Liz Unamo| 18 de octubre de 2017
Sarmiento: En los U.S.H. Idea Awards 2017 hubo una participación positiva
Promoting diversity-inspired messages at every level is among the goals the Hispanic Círculo Creativo seeks to achieve with the U.S.H. Idea Awards 2017, according to Ciro Sarmiento, President of the Círculo and CCO at Dieste. He mentioned that the festival’s 6th edition, celebrated on Friday, Oct.13, was well attended. However, he recognized that there’s still a long way to go in terms of increased participation and the search for new formats. “I believe we still need to sit down and define what we really want to say to agencies and production companies as an organization. We lack a language and style of our own, unlike in such markets as Brazil, Argentina and Colombia. For Sarmiento the response of production companies was good, as evidenced by their 10 percent of entries in the Crafts category. Gustavo Lauria, Chairman of Círculo Creativo and Cofounder/CCO at We Believers, said that four categories stood out regarding the number of entries and which well define the agencies’ work. “Film, as usual, had many entries. Also, Cyber and Mobile, showing what clients are demanding from their agencies, and the agencies’ ability to develop and execute. Craft was also clearly one of the categories with the most entries, and the level of work reflects the quality and competitiveness of the work being produced in the market. Beyond Hispanic also stood out, confirming what we observe in other festivals, and because our agencies no longer have to justify what is obviously Hispanic, they’re ready to move into other markets” Lauria said. Humberto Polar, CCO at Grey Mexico, was jury president at this year’s event. “He is a creative frequently recognized by the major international festivals, while having great experience leading agencies in key Latin American markets,” Lauria said.
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