Alberto Grande de SunMedia
Alberto Grande, chief revenue officer for the Americas at SunMedia, and Metals juror in the Formats category at FIAP 2022, noted that for an entry to be honored at the festival, it must somehow spring a surprise. According to the executive, a winning campaign must be the result of multiple factors: it must surprise the viewer, either for some innovative element or for the idea it communicates. “Very often a simple entry capable of touching the viewer’s emotions gets the most attention,” he said. He also noted that a competition like FIAP is vital because it brings together “all those involved in our industry. Awarding prizes to the best is not the whole story. FIAP, backed by PRODU, does the work of paying undivided attention to all entries,” Grande said.In creative material, he noted that Latin America should continue to bet on creative talent, on innovation, on guaranteeing the truth of the messages, on the results, “and above all on adapting itself to the new ecosystem in which each individual per se can be one of the media, or can be a brand.” He emphasized that while the quality level of Ibero-America is high, it must take another leap forward to understand who is watching and listening. “Empathizing with audiences is the only way to make an impact that is sustainable and effective. Are we creating to win prizes or are we creating to reach individuals?” was Grande’s final challenging question.
