MERCADEO Versión en español
Angela Zepeda of Hyundai as juror for the 2022 HMC Strategic Excellence Awards: I look for creativity that scraps the old ways in favor of new ways to attract audiences
Liz Unamo| 13 de marzo de 2022
angela Zepeda
Angela Zepeda, CMO of Hyundai Motor America, as jury president for the 2022 HMC (Hispanic Marketing Council) Strategic Excellence Awards, will try to make sure that any creative idea judged to be “great” will be rooted in a powerful strategic insight, an approach that makes use of an insight into the culture, a trend or a widespread problem. “So I look for things that break the usual patterns and open the way to attract new audiences – visuals, copy, music, the orchestration of all those elements or the lack of them – whatever makes sure a creative piece will attract attention. Finally, the metrics. If creativity doesn’t help solve a business problem or challenge, it means the creatives just didn’t do their work,” she argued. The 2022 Strategic Excellence Awards concentrates on creativity aimed at influencing Hispanic and multicultural audiences. “Which means it must be much more focused and harder to achieve in many ways than creativity for the general market,” Zepeda said. “Finding the best of the best in the multicultural area is key to increasing the importance and authenticity that the creativity should possess.” Jurors will make use of a two-part process. First, they will review the entries in order to judge which pieces should move ahead to the next stage. Second will be an open discussion so the jurors can finally assess and rate the pieces chosen in the first round. Investment priority Considering that now is the time to boost investment while focusing on cultural relevance, brands are advised not to wait any longer to invest in the Hispanic market. “Begin now. Brands that don’t treat these growing audiences as a priority are losing sales and market share,” Zepeda said. “Hispanic and multicultural audiences are the fastest growing audiences of all, so companies can’t ignore the importance they can have for a brand and for business. And these audiences are changing fast. They’re young but they’re more educated, making more money and remaining faithful to their cultural environment. Businesses must work with experts in order to send this segment the right messages while demonstrating their own authenticity and relevance.”
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