Hernán Menéndez from The Cut Club: Increasingly more Hispanic agencies win in international festivals

The Founder and Director at The Cut Club, Hernán Menéndez, has worked for almost 20 years in the Hispanic market. “I’ve seen where we come from and I see where we’re heading. It seems to me that agencies, together with their production partners, have advanced a great deal. Year after year, there are more agencies from our market that win at international festivals, 15 years ago they only dreamed of attending” he expressed.Menéndez thinks that Hispanic culture celebrates human values and each one’s origin. “Our communication style is very personal, experential, colorful and full of energy, a reflection of our personality. We highly value personal stories and we tell them in a way that mixes the rhythm of modern life with great content and narration.”The Director was Jury in the Craft category at the 2016 U.S.H. Idea Awards and explained why this is a section that is easy to evaluate: because sub-categories are very specific and it is easy to separate, for example, how music tells the story without paying attention to photography.“You could have come from Mexico, Colombia, Venezuela, Argentina or another country and still when you migrate have a bunch of things in common that you experience and that define us as U.S. Hispanic. The values we bring as human beings are very similar and we are proud to be defined by them as a group” he ended.