MERCADEO Versión en español
Pablo Rodríguez from IPG: In some of the cases that won I saw great celebration and rewarding of creative ideas more than real use of media
26 de junio de 2015
Pablo Rodríguez sostiene que sirve todo lo que ayude a construir en la industria
For Pablo Rodríguez, President World Markets Latam at IPG MediaBrands, creative talent in agencies is absolutely necessary and creation also has to do with use of media.In an interview with PRODU he points out that today´s social and digital world allows two-way dialogues. And interaction between content, the media, and production occurs very rapidly, therefore, if the ability to answer is not articulated, many opportunities can be lost. What I saw in some of the cases that won in the Media category was great celebration and rewarding of creative ideas more than real use of media. There are many things related with technology and I think this has to do with the criteria to deliver the awards, criteria such as rewarding creativity more than the use of media. There are barriers that are difficult to identify or pass, but in the end, everything collaborated and contributes to the industry, for there to be better communication with advertisers”.Regarding Cannes contribution, he states that his stance is agnostic. “Anything that helps build in the industry is useful and sources of inspiration do not belong exclusively to creative nor promotion agencies. Creativity is the engine we need to offer brands the possibility of approaching people in a more relevant manner.”
