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What the U.S. Creative Circle Discussed at the Miami: Super Bowl in the House Forum
Liz Unamo| 9 de febrero de 2020
Ivan Calle 20
The U.S. Creative Circle held forums in a series of cities to discuss the 2020 Super Bowl campaigns and their impact on business. The first to be held was Miami: Super Bowl in the House, with a panel made up of Melissa Exposito, VP business affairs & development at Sony Music Latin; Monique Beauchamp, management supervisor at Gut; Caroline Abs, head of marketing, Latin-Iberia Region at Sony Music Entertainment; and Sofia Rosell, senior art director at Gut. “Their diversity resulted in opinions from a number of different angles on how these campaigns must be evaluated to assure their value for a client and his investment from a strategic, creative, musical and other points of view,” said Zubi VP Executive Creative Director Ivan Calle, regional leader in Miami of the U.S. Creative Circle. Some 150 participants met at the Zubi agency last Wednesday, Feb. 5, to discuss more than 12 spots, among which the most highly rated were Hyundai’s Smaht Pahk; Loretta for Google; the NFL’s 100 Next; Jeep’s Groundhog Day; Amazon’s Before Alexa and Can’t Touch This for Cheetos. “Year after year we notice a greater participation of young people who want to get more involved. With Virgilio Flores (co-leader in Miami) we are going to evaluate what is coming and what we need to do next. We also had some very important support from such companies as Sony Music Latin, Indiehouse, Personal Music, Quantico, Ziami, Papi, Boom Photobooth, GUT, Alma and Zubi,” Calle said. One goal of a meeting like this, according to Calle, is to unite the guild: “Part of what we try to do with the U.S. Creative Circle is to have a platform that helps us connect with, and have access to, specific efforts that benefit the market. To become a member is to belong to a community whose voice helps drive us to grow and evolve.” The forum was chaired by Luis Chataing, TV presenter, actor and comedian, and included the presentation of Sony Music Latin’s singer-songwriter Neysa Blay.
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