MERCADEO Versión en español
Controversy in Google about the Festival El Sol: popular vote vs vote of the industry
1 de junio de 2015
Mónica Moro, directora general creativa de McCann, retiró el premio de un ranking valorado por los usuarios en Youtube
“In this profession we are a bit crazy. We spend a great deal of money in including our ads in festivals like this on, El Sol, a great deal of money that serves for our peers to tell us how good, bad or regular we are, to feed a part of our egos”, said Monica Moro, Creative General Director at McCann, when receiving the Award from Google and YouTube for the best spot by popular vote in the Festival El Sol, held in Spain.However, for some jurors of El Sol, this award was an intrusion of the giant search engine. The event generated a dispute on whether to include consumer’s real vote in an advertising festival versus exclusively the vote of the industry. According to Moro, users’ opinions must be included in festivals, since he thinks they are the ones who end up paying the payroll, and they are whom they virtually work for, which is why they warn that they should not be underestimated.”Our job is out in the streets every day. Those of us who are here, prize in a professional way the job we consider the best once a year. Google and YouTube cannot tell us what we advertisers have to give awards to. They are confused. If we rely on popularity, we are dead. We won´t be content specialists any more”, said Leandro Raposo, President and CEO at The Cyranos McCann.
