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Norberto Zylberberg from LatinWorks: Prizes help strengthen the voice of awareness of our market
Manuela Walfenzao| 27 de abril de 2015
Norberto Zylberberg; SVP, director de Grupo Creativo y de Desarrollo de LatinWorks; será jurado en los U.S.H. Idea Awards
Norberto Zylberberg, LatinWorks SVP, will be jury in the U.S.H. Idea Awards 2015, in which Hispanic creativity in the USA will be acknowledged. The awards ceremony will be on the 28th in The Colony Theater, Miami.Zylberberg expects to “see the fruits of everyone’s work, in such a special,complicated and changing market”. He told PRODU that a successful piece must “surprise from the strategy, the resource, the execution and the manner in which it is is extended throughout social media” . He claims that registering pieces in festivals is always good for agencies, “specially for creatives who spend all year producing fun things but it is also a very heavy job”. “Prizes help lift people’s spirits, attract talent and clients, and generate a bit of press. But it can also have damaging effects: to think you are very good is the first step down to conformism”, he mentioned. “This time the jury is going to be more extended, there will be more registrations and applicants, which is good. It helps to get more people talking and to consolidate the voice and awareness of our market, inside and out”.For Zylberberg ideas continue to prevail over technology. “Many people start on technology, then they try to adapt to the brief, and then they think they already have a unique and winning idea. I think that way they are taking a shortcut that exposes them to the risk of someone else having it first”, he stated. “I think innovation arrives when taking an interesting idea to the adequate technology and screen”.
