Dieste’s Ciro Sarmiento: It was rewarding to be part of the jury of IAB Mixx, it is a festival that is evaluating new trends and breaking paradigms

Ciro Sarmiento, Dieste’s executive creative director, spoke with PRODU about his experience as a juror in the IAB Mixx Awards, and also expressed on behalf of the agency, the satisfaction for being shortlisted of those prestigious awards, with the #Muttbombing piece for Dallas Pets Alive.”It was great to be part of a festival that is evaluating new trends. You learn a lot and pick up all the insights and anecdotes, it really was a very enriching experience,” Sarmiento said. “I liked it a lot because it really is not as polarizing as some of the creative festivals.”For Sarmiento IAB Mixx Award are important to the industry because they include agencies, customers and industry experts as jurors. “The most recognized and respected people that know the interactive work done here,” he said. “It also serves to educate the general market and the Hispanic market regarding the digital, interactive and social.”Regarding the nomination of the digital initiative #Muttbombing for Dallas Pet Alive in the Social category, Sarmiento was very satisfied: “For us, it is a great merit to be nominated in the IAB Mixx Awards because we are not only competing with multicultural agencies, but the entire market, with brands such as Toyota, Nokia, Nestle, HBO, among others, “he said. “Another great satisfaction was being judged for great people in the industry who sat down to review the work and evaluated thoroughly and objectively and see the work there, I am proud,” he said.