MERCADEO Versión en español
Jessica Apellaniz of Ogilvy says jurors at Cannes Lions have a chance to defend cultural differences
Claudia Alizo| 5 de mayo de 2021
Jessica Apellaniz Ogilvy
Jessica Apellaniz, chief creative officer at Ogilvy for Latin America, is one of the three Mexican professionals who will be part of the shortlist jury at the Cannes Lions 2021 International Festival of Creativity. She was chosen to rate the campaigns that will compete in the Films category. “For me, this comes in recognition of my career. I know it isn’t awarded to just anyone…and I believe it has two sides. On the one hand you get thanks, recognition, a feeling of total pride, as is the case for anyone representing his or her country. And here I feel I represent Mexico. On the other hand I feel this change of mentality (the acceptance of multiculturalism and of women’s place in the festival) is super important, and at the same time is a responsibility I bear on my shoulders to defend and explain the cultural differences to a largely first-world English-speaking jury,” Apellaniz said, noting that many entries, precisely because of this cultural gap, fail to have their messages understood, for which she emphasized the importance of having multicultural juries at the festival. This year the total jury at Cannes Lions 2021 will be 57 percent women, the largest proportion in the festival’s history. In that regard, Ogilvy’s chief creative officer said “I believe it will now be harder for a campaign that stereotypes women to be a prizewinner. I think we’ll see these as red flags. I also feel the problem with communication lies in its shades of meaning, because it’s not about whether the message is machista or based on something obviously manly, but it’s rather in the details, in the subtleties of communication. So I feel that gender equality in a jury will help make sure that no campaign that goes against that standard will win a prize.” In the Films category, freshness and originality are the important elements. Apellaniz said. “In a festival like this one, it’s important that entries are all about the brand, that they come to promote their brands and that they all have something new to say.”
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