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FIAP 2021 juror Marta Ruiz-Cuevas Says Entries Must Be a Fine Combination of Innovation and Media, Creativity and Efficiency
Liz Unamo| 23 de marzo de 2021
Marta Ruiz Cuevas Publicis
Marta Ruiz-Cuevas, CEO of the Publicis Group Iberia/Mexico and the new president of the Formats Jury in the 2021 edition of FIAP, said she believes “several things appear to be important in an entry. First, since this is an international festival, it’s important that jurors from different regions know what part of the world an idea comes from. Sometimes we think what is clear and obvious in our own countries will be universally understood, but maybe in the rest of the world it isn’t. This applies both to a general grasp of where an idea comes from, and also the impact it has had on the population in that country,” she said. She advised FIAP competitors to include the most relevant works based on big ideas. “They should set new standards in the quality of work produced in Ibero-America and reflect the speedy integration of media with the new technologies across the entire digital system that has occurred in recent years.” With regard to the basic elements that an ad must have to win a prize in the Formats Category, the executive said it must have a very well-thought-out combination of media, creativity and efficiency. “Formats have evolved so much in the past few years that this category never even existed before. I would also add that the work of formats is to make the idea come alive, be really memorable and more eye-catching, since every aspect of the format is based on the idea. Which is why it is so important that the format be consistent with the idea.” For Ruiz-Cuevas, FIAP prizes serve as a guide to understanding the efficiency of ideas and for judging the results achieved by an ad, such as its impact. “I believe it’s a way to celebrate how well communications can be fashioned and how efficiently good ideas sell brands. In Ibero-America during the pandemic we have seen very positive behavior growing and evolving with great haste, which puts us in a better place as a region and which we must now show the world.” Relevance will be a festival trend in the current context. “Since the pandemic began, almost everyone has had a change of perception about what is important. The pandemic is leaving us with a lot of new learning and changes in our lives, so that today more than ever brands must be relevant and connect with the public.”
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