MERCADEO Versión en español
Ciro Sarmiento of Dieste: The U.S. Hispanic market is capable of transcending the Hispanic barrier and become a great global ideas thinker
27 de junio de 2016
Sarmiento: Hay ideas que capitalizan en la tecnología para crear ideas innovadoras
For Ciro Sarmiento, CCO at Dieste the Hispanic market evolved and transformed, which was made evident by the Hispanic agencies pieces awarded at the Cannes Lions Festival. “Im proud to see how good is going for the Hispanic market. As a Colombian living in the U.S., I feel proud to see how that Hispanic market went from always shortlisted to win Lions and Grand Prix. This shows a lot of change, evolution and talent reflected in the festivals” he said to PRODU. He added that the We Believers campaign “is proof that the Hispanic market is capable of transcending the Hispanic barrier and becoming a great global ideas’ thinker.” The McWhopper campaign for Burger King developed by Y&R NZ Auckland was one of the pieces he liked most at Cannes Lions. “It started as a proposal, a letter and then integrated in social media with a web site. This type of campaign, connected to all categories, are for me the ones that are more interesting.” He said that there are many ideas capitalizing in technology to create innovative proposals, but unfortunately without an insight behind them, and this ends affecting categories such as Innovation or Creative Data.
