U.S.H. IDEA AWARDS- Federico Hauri from Bravo/Y&R: As jury I seek ideas that connect with the Hispanic experience

For Federico Hauri, VP Creative Director at Bravo/Y&R the U.S.H. Idea Awards is necessary because it allows to judge the creative work within the U.S. context and its expectations and business dynamics. He said that, for example, his experience as Effies’s jury enabled him to reinforce his opinion that true and honest work, with results is always the best. He told PRODU that as a jury at the awards promoted by the Hispanic Creative Circle, he seeks “finding those ideas that connect with the real world and the Hispanic experience. Also I am interested in seeing the ideas that came from our market and went around the world.” About his contribution to the awards, he said that “as everybody, I bring my life and work experience, and my passion for ideas and the job.” He considers that the market and some of its agencies are doing a great job in complying with the two most important pillars: creating ideas and communicating for those who live the experience of being Latino in the U.S. “As a Multicultural Hispanic agency, we have to do both to stand out.” He values how brands have found the courage to avoid the easy way, clichés and forced insight “which made the work in the market improve and begin transcending its own frontiers.”