Juan Oubiña of Deutsch Inc: Our region has always been a reference for global creativity

Juan Oubiña, SVP and Group Creative Director at Deutsch Inc is judging the entries in TV and Radio at the 2016 Ibero American Advertising Festival (FIAP). “Our region has always been a reference for global creativity so I’m eager to see, learn and judge everything the Latino agencies did last year. This will give something to talk about, to debate and surely to inspire” he told PRODU. “I’ve had the opportunity to judge in categories that many consider ‘traditional’: radio, TV and cinema. They may be traditional, in fact they are old-timers, but the pieces shouldn’t be. And this is the most important challenge: break the rules, create innovative ideas, tell original stories, be amazing in such a way that people will be willing to share and generate news” he said. For Oubiña the industry is changing and festivals must do the same in order to be relevant. “I always believed that Latin American and Ibero American festivals should have their own categories reflecting their reality, which -for instance- is very different from that in Europe and the U.S. Sharing the same Cannes categories is losing the opportunity to transcend and be unique as an advertising festival. That’s why I think is very interesting that FIAP continues to renew each year and updates or assess the categories according to the advertising reality of the region.”