Yamileth Bermudez
For Yamilet Bermudez, managing director of Mediabrands Miami and awards juror in the Innovation category at FIAP 2021, the festival’s most important goal is to raise advertising industry standards in the light of the LatAm region’s creative accomplishments. The thing is, according to the executive, that “FIAP provides a space for defying the usual old concepts through competitivity, in an effort to promote advertising based on excellence and innovation. “ She added that such events permit the acceptance of ideas capable of transforming the market. “When agencies must display their creative work to the industry, it creates a challenge for their creative teams to come up with messages that excite the public and disrupt advertising in general. By means of a festival with the standing of FIAP, we can accentuate the trends of our industry and drive the development of both agencies and media in the Ibero-American region,” Bermudez added. In addition, she detailed that 2020 was a year that speeded up many changes in the sector, among which she noted the speedy adaptation and reinvention of both client companies and advertising creative department. For that reason, though it of course remains fundamental to create advertising aligned with the basic values and objectives of each brand, “what is most important is to come up with creativity that is highly respectful about the pandemic situation our society has gone through and continues to suffer.” The year 2020 also brought high levels of uncertainty and instability for many people, and as a consequence, she noted, brands now bear the responsibility for sending messages of hope and encouragement, while also treating with care the acute sensitivity of those affected by the pandemic. “A creativity of awareness finds occasions to inspire our society through messages of support,” Bermudez said.The executive particularly noted that in an extremely difficult year, the creative capability of the advertising industry has continued to display quality to the highest degree. Despite the need to work in a remote, virtual format, effective ways have been developed to deliver creative, innovative work to clients everywhere. “I’d also like to mention the evolution our industry has achieved through the use of data and technology,” Bermudez said.
Yamilet Bermúdez de Mediabrands presente en el FIAP Face to Face Webinar el martes 15 de septiembre
