LatinWorks’ Norberto Zylberberg: Advertising is a prostitute with education, sense of humor and social commitment lately

After his participation as a juror in FIAP’s Radio category, Norberto Zylberberg, LatinWorks’ senior VP and creative director, will have the same role as a juror in the El Sol de Iberoamerica (Latin America’s Sun), in the Integrated Campaigns category, for the 29th edition to be held in Bilbao, next May, 29, 30 and 31, 2014.The creative head assured PRODU that being part of a jury is always an honor, a pleasure and a responsibility. “An honor because it is nice to be called to do the job; a pleasure because you see clearly all the work done in a year and you enjoy that; and a responsibility because you must always aim to achieve a reel that reflects the reality and the jury criteria as a whole.”Zylberberg believes that what he looks for in every piece judged is its creativity, engaging capacity and a compelling story to tell. Regarding his reward as an advertiser, to participate in this kind of festivals is the opportunity to see the best work of the region and to find out the different evaluation criteria of his colleagues. With a wide experience in the advertising world, Zylberberg confesses that this profession still amazes him. “What calls my attention more is the amount of stimulus that multiple screens offer. I like the bidirectionality of messages and that people complain about the brands when they feel they are telling the wrong story.”