The General Manager of Edelman Mexico, Mariana Sanz

Mariana Sanz from Edelman Mexico: Good ideas, creativity and stories will always be the heart of what we do

Manuela Walfenzao|10 de mayo de 2016


The General Manager of Edelman Mexico, Mariana Sanz, will be jury in the 2016 Ibero-American Advertising Festival (FIAP) in the category Public Relations. Her expectation is to see pieces that give her goose bumps, authentic PR executions that are different and surprising because of the strategy they used to approach a challenge. "These executions generally happen when there is a powerful insight that leads to a very good idea, that can be easily transferred into PR tactics. Many times the simplest and most executable ideas that don´t require enormous budgets are the ones that generate PR projects that leave a mark" she said. For Sanz, the main challenge in the category is to keep the story as the center of PR project strategies, even though many technological resources are incorporated. "Sometimes we forget that the spine of a good PR project is a good story, a narration that hooks audiences" she explained. Sanz loves the concept of "FIAP 2036", that invites us to reflect upon where the industry will be in a few years. "It is an exercise that challenges us and forces us to leave our comfort zone" she said. "We must be intelligent to make the most of the resources technology offers, without losing sight of the foundation of what we do. To captivate consumers we can use a thousand tactics, but good ideas, creativity and stories will always be the heart of what we do."

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