Alvar Sunol
The Co-President and CCO of ALMA, Álvar Suñol, will enjoy vast exposure to innovative creative thinking this year as a juror at three advertising festivals. At the El Sol creativity festival the executive is on the Grand Jury, while at the Clio Awards he will evaluate creativity in the Print & Outdoor category and at Cannes Lions will judge Industry Craft. “Being on a jury is always an honor, and more than ever at festivals of this importance. Being a juror at all of them makes such a difference to your experience. You’re surrounded by tremendously talented people whom you respect very much, sometimes even totally admire. Whether or not you agree with them on certain criteria, it’s a valuable learning experience and a time of professional enrichment,” Suñol said.He thinks that creativity is an agency’s backbone. “Advertising is a business in which creativity is its main engine. It’s the only reason why agencies will always be indispensable,” he said. Regarding the participation of brands at Cannes, Suñol said the main goal of advertising creativity is to connect brands emotionally with people: “They don’t just participate, they’re the stars.”
