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LatinWorks Norberto Zylberberg: LatAm is always rich in radio because it is very creative and has few resources for production
28 de abril de 2014
Zylberberg: Dimos pocos oros, fuímos bastante objetivos en las piezas que elegíamos tratando de buscar innovación
Norberto Zylberberg, LatinWorks VP senior and creative head, was invited to FIAP to participate as president of the jury in the Radio category for the Latin America Cup.In his role as a juror, Zylberberg shared with PRODU his ideas about the submitted works. We gave few chances. We were pretty objective in the pieces we were choosing trying to look for innovation. Latin America is always rich in radio because it is very creative and has few resources for production, he commented.The creative stated that in general, good pieces were submitted, even though some categories were declared null and void, since they did not comply with the jurys level of demand. The radio is the means in which you use only one of your exposed senses and it has to call your attention, to imagine things and get you goose bumps or make you laugh, he said. Regarding the submitted pieces from the US Hispanic market, Zylberberg considers that the level is still improving. We are facing many challenges, being a market niche, we are now exposed to American agencies that want to do the work we are doing, which makes us being alert, he expressed.Making reference to the total market approach, the advertiser said: I believe market knowledge goes beyond having a structure inside another structure. We must understand where the consumer is going and how they change, exactly, he ended.
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