Alberto Ferrer of The Vidal Partnership: In many cases digital and social platforms are what allow creativity to exist

Managing Partner Alberto Ferrer, head of marketing and operations for The Vidal Partnership, spoke with PRODU about being on the jury for the upcoming MIXX Awards 2012 to be held during the 2012 IAB MIXX Conference & Expo in New York City next Oct. 1-2. “Being a member of that jury made up of industry leaders has a real importance for me. We had some lively discussions about the material we were judging, and having the chance to debate the different entries beforehand was invaluable, so that when we finally decide to award a prize, it really represents a consensus of these industry leaders. And for us as an agency, being immersed in all that great material allows us to integrate what we learn into the work we do for our clients” Ferrer said.With regard to the evolution of digital media and social networks, the executive said that “one thing is certain – digital continues leading the way, and every year we see better, more groundbreaking work being done. Digital and social platforms today not only influence creativity, in many cases they’re what allow creativity to exist”.Ferrer notes that a lot of powerful digital work is based on great creative ideas that simply would not be viable without these technologies. “The line between technology and creativity is getting more and more blurred, each pushing the other and both evolving together” he said.