MERCADEO Versión en español
Gustavo Lauría From We Believers: Hispanic Agencies Are Ready To Consolidate Work For Other Markets
Liz Unamo| 12 de octubre de 2017
Lauría: Las productoras inscribieron más del 20% de las piezas del festival en Craft
Gustavo Lauría, Chairman at Circulo Creativo and Co-Founder & CCO at We Believers, said that this year’s U.S.H. Idea Awards had a great receptivity from agencies and production houses. “The number of pieces submitted was very good, taking into account that this year we didn’t have entries of any of the agencies belonging to Publicis (The Community, LÁPIZ and Conill) due to a decision they made at global level. The remaining agencies, and also many of the production houses, wanted to be part with their work. The same was for each one of the jurors. All the agencies and production firms sent their representatives and once again we had a broad group of jurors, representing today’s market.” Four categories stood out regarding the number of entries, and according to Lauría, they define very well the work that agencies do. “As what happens traditionally, Film had a lot of entries. Cyber and Mobile too, reflecting the clients requests, and the ability of the agencies to develop and execute. Craft was also clearly one of the category with more entries, and the level of work talks about the good work that is being produced in the market. Hispanic work stood out, showing what has been proved in other festivals, and how our agencies don’t justify in what’s obviously Hispanic, but that they are ready to consolidate work for other markets too.” This year, the awards will include Humberto Polar, CCO at Grey Mexico as jury President. “A creative that has not only been recognize many times in all the world’s festival, but who also has great experience leading agencies in key markets in Latin America.” He added that production houses participated strongly, submitting more than 20% of the festival’s pieces in the Craft category and “making available their representative to judge, debate and vote for the best work in the market in this theme.”
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