MERCADEO Versión en español
Norberto Zylberberg of LatinWorks: Hope we have an absolutely unanimous piece at La Copa FIAP 2016
10 de marzo de 2016
Zylberberg: Me encanta el público mexicano porque es muy expresivo y muy vocal
For Norberto Zylberberg, SVP and Group Creative Director of LatinWorks his challenge as Jury President of La Copa during the 2016 FIAP is to have an absolutely unanimous piece. “This rarely happens in festivals and is this type of piece of which you could say: I would like to be the one that did it” he said to PRODU. La Copa awards ideas, independently the media used, and is a discipline where winners add seven more points to the festivals ranking. “Is very appealing because all golds compete in all categories no matter the media, and the best ideas are the ones selected. Is interesting to see how in some aspects creativity is above the media where it was developed for. The other exciting thing is that is voted and debated with the public. Each of those who vote must prove -as always- which is their point of view, and also will have to confront a public that may or not agree. I love Mexican public because its very expressive and vocal” he said. He assures that the industry continues to view the consumer -many times- as something abstract, without taking into account context, and exposition time to certain pieces. “From this moment onwards, what will continue deepening will be the consumer need of talking to them in a smart and clear manner.”
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