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Federico Durán of Conill: It is a privilege having access to the best Ibero American ideas
Manuela Walfenzao| 9 de mayo de 2016
Durán: La interacción con las piezas en digital tiene que ser tan grande como las ideas mismas
Conills Associate Creative Director, Federico Durán is jury of the Interactive category of the 2016 Ibero American Advertising Festival (FIAP). “My expectations for this category are always high. It is a great privilege having access to the best Ibero American ideas” he told PRODU. Durán confessed that when it comes to judging, he does it from an envy perspective. “I will be awarding those pieces that I would have liked to be my idea or part of my portfolio.” For Durán, the main challenges of Interactive are user experience and engagement. “Today is not enough a high creative idea. If you cant keep the consumer interested in content, the piece produced is worthless. The interaction with the pieces has to be as big as the ideas themselves” he explained. “The second challenge is the use of new technologies. Im curious to see how creatives achieved applying new technologies to creative concepts.” “Advertising is mutating at an incredible speed and the adaptation processes are more and more shorter” Duran explained. “This makes clients eager to see results on the short term. The construction of the brand is getting a little lost. I believe the industry needs to be patient. Set goals and build brands step by step. Trends must be created and that takes time. Those who stick to their plan, are the ones that will survive.”
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