Ciro Sarmiento from Dieste: The level of the Hispanic market has improved in the last two years

For Ciro Sarmiento, creative director at Dieste, the USH Idea Awards 2015 is a space to celebrate the best ideas, when consulted on his expectations as a jury.In an interview with PRODU he assures there was enough interesting material in all the categories and that “the level of the Hispanic market has increased in the last two years. There are many agencies that have achieved this change and I think all of us in the jury have a mission to deliver a reel that is worthy of an international competition.”He believes that for an advertising piece to be successful there must be a great idea executed with creativity and with an impeccable production. “I remember the speeches of several jury presidents in Cannes last year, more than rewarding retweets in a festival that celebrates creativity, we want to reward the idea. In this case, our festival is called the USH IDEA and I’m sure we are all going to celebrate the best.”In his opinion awards represent a measurement guide, that allows to be aware of what is going on in the industry worldwide. “They also represent motivation for new talents. I personally feel fond of prizes and festivals for me are something nice in our occupation. Although they must be kept healthy. Good work is good no matter how many prizes it wins”.