ALMAs Creative Director, David “el cuervo” Álvarez told PRODU he has witnessed a festival that has been changing with new formats, innovative categories and even in the way of awarding, so he cant wait for the next FIAP edition in 2017. Álvarez, who judged press media, said his experience was positive, working with a team that shared criteria based in transparency. “Innovation was awarded. Despite I judged two traditional media, distinctive ideas were the ones that won.” He added that “campaigns for public asset will always exist but now they wont be awarded with a Grand Prix, because it can lead to manipulations.” For agencies being successful in any market they should adapt to reality -he said-, facing the industrys challenges such as “media shift, budget reduction, turnover, because this complicates many things, mostly quality, competing against influencers.” FIAP was held between Wednesday 18 to Friday 20 at the Presidente hotel in Mexico City.
