MERCADEO Versión en español
Gustavo Lauría of We Believers: The challenge as Jury President at El Sol is to prioritize creativity
31 de marzo de 2016
Gustavo Lauría, Co-Founder and CCO at We Believers shared with PROU his excitement and responsibility for leading as Jury President of the Innovation category at El Sol, the Iberoamerican Advertising Communication Festival. Its the first time that the theme ceases to be a subcategory, after the demand recorded in entries. “The main challenge we have and which I am going to try to pass on to all the juries as President, is the criterion of prioritizing creativity. Many times there is the risk in the Innovation category to evaluate something regarding how technologically innovative it is. Technology is a tool to potentiate things, for making good ideas move along and be friendly, but it should not be the center by which you give the award” he said. He added: “when something is only technological innovation but without any strategic idea behind it, I do not believe it should win, but when there is a very good strategic idea and is also boosted by technology, then it has to be acknowledged at a higher level.” Part of what he sees, for example in Cannes, is that they always ask themselves: which is the technological innovation? “There must be a good idea and a good strategy that can be effective with a purpose.”
