Alejandro Berbari from MARCA Miami: I’ll try to select true ideas at the U.S.H. Idea Awards 2016

Alejandro Berbari, Partner and SVP Creative Director at Marca Miami said that his evaluation criteria for the U.S.H. Idea Awards 2016 will be choosing “true ideas.” He explained to PRODU that one of his contributions for the event will be his 30 years of experience in different places in the U.S. and Latin America. Berbari has been jury of NY festivals, Creative Circles in Argentina, Clío Awards, Fepi, Addys and Effies, so for him, he has learned a lot. “Trying to evaluate the really best piece without pressure form the people around.” He considers that the quality of the Hispanic market has improved “but lags behind the rest of the world. The Hispanic market feels ancient and I don’t understand why.” The U.S.H. Idea Awards ceremony will take place on Wednesday 12th with a renew jury panel. In this edition, the Creative Circle increased the panel to 66 members. Apart from a higher number of top creatives, it included planners and leaders from production houses for the Planning and Strategy, and Craft, respectively. They also included a considerable number of women to promote gender diversity.