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Jorge Colon of Letca: Hispanic creativity shows Cannes it has its own identity

20 de junio de 2013

Jorge Colón, socio y director de Letca

Jorge Colon, partner and director of Letca Films, spoke with PRODU during the 2013 Cannes Lions International Festival of Creativity after learning that the Hispanic agency Alma was awarded two Silver Lions for The Glad Tent campaign, for which Letca was the production company.“We’ve just heard the good news that we’re going to have two prizes in association with Alma for the project we did together. For me the agency is no longer a client but a partner that brings us the ideas they’ve presented to their clients, and we create the whole platform for developing them” Colon said.About industry trends seen at the festival, Colon said that “in terms of content, I believe the biggest thing we’re learning this year is how a close association of production company, client and agency gets results”. What did he note at Cannes about the growth of the Hispanic market? “Every year we have a bigger role at this kind of festival, not just at Cannes but at all the events in which the Hispanic market takes part”.“The Hispanic market has taken six prizes here (when this note is published, the number will have risen to nine), that’s great news for the clients, so they realize that Hispanic creativity really has its own identity, and that it continues to grow” he said.

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