MERCADEO Versión en español

Gustavo Lauría of We Believers: The challenge as Jury President at El Sol is to prioritize creativity

31 de marzo de 2016

Gustavo Lauría, Co-Founder and CCO at We Believers shared with PROU his excitement and responsibility for leading as Jury President of the Innovation category at El Sol, the Iberoamerican Advertising Communication Festival. It’s the first time that the theme ceases to be a subcategory, after the demand recorded in entries. “The main challenge we have and which I am going to try to pass on to all the juries as President, is the criterion of prioritizing creativity. Many times there is the risk in the Innovation category to evaluate something regarding how technologically innovative it is. Technology is a tool to potentiate things, for making good ideas move along and be friendly, but it should not be the center by which you give the award” he said. He added: “when something is only technological innovation but without any strategic idea behind it, I do not believe it should win, but when there is a very good strategic idea and is also boosted by technology, then it has to be acknowledged at a higher level.” Part of what he sees, for example in Cannes, is that they always ask themselves: which is the technological innovation? “There must be a good idea and a good strategy that can be effective with a purpose.”

Diario de Hoy

jueves, 7 de noviembre de 2024

Image

Pedro el escamoso: más escamoso que nunca de Caracol Televisión y Disney+ será la primera serie 100% colombiana en llegar al primetime de Univisión

Pedro El Escamoso Protagonistas
Image
UNO

Cantando 2024 arrancó por América TV de Argentina con 20,5% de share

Chiquis Sin Filtro stands out as the #1 show on ViX in the U.S.

El hormiguero arranca su temporada 19 por Antena 3 Internacional

El señor de los cielos 9 llegará a México y LatAm por ViX el 20 de septiembre

PERSONAJE DE LA SEMANA

Conductor Mario Kreutzberger Don Francisco

Premios PRODU Don Francisco
Image
UNO
Image
Image
Image
Image
PRODU
Resumen de privacidad

Esta web utiliza cookies para que podamos ofrecerte la mejor experiencia de usuario posible. La información de las cookies se almacena en tu navegador y realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.