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Flor Leibaschoff of Richards Lerma: FIAPs renewal brings a fresh touch to a classic event in which many creatives grew up
Manuela Walfenzao| 12 de mayo de 2016
Leibaschoff: Es muy importante juzgar realmente las ideas detrás de cada pieza
The Brand Creativity Director at Richards Lerma, Flor Leibaschoff will be judging the Design category in the 2016 Ibero American Advertising Festival (FIAP). “Im willing to be surprised by pieces that truly come to light, things that communicate a clear idea in a different manner” she told PRODU. For Leibaschoff there can be different categories, but the search is always the same: the best ideas. “What is a little different about the Design category is the format in which you look at these ideas, that can be felt somehow more open she said. “Nowadays thousands of things can be done, and even though thats incredible, it could be a challenge when judging, because we dont see pears with pears. Thats why its very important to really judge the ideas behind each piece.” The 2036 FIAP concept aims to the industrys evolution and that of the festival itself. For her, changes are crucial. “Everything changes and if we dont, we stay behind. Renewing FIAP is OK, it was unavoidable. FIAP has always been valid for the industry, but I think this change will bring a fresh touch to a classic event in which many creatives grew up. LatAm consumers are well connected with advertising communication, it is part of the culture and the fact that they can now vote through social networks, proves it” she concluded.
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