LatinWorks’ Sergio Alcocer: I think it is important as an idea man not let Cannes as a measure of good and bad

After being awarded with a bronze Lion in the category of Radio for the Money piece for Cine Las Americas, Sergio Alcocer, LatinWorks’ president and creative director, shared his impressions with PRODU for the award and the overall performance of the Hispanic market in the 2014Cannes Festival.”About the prize won, what makes me feel most proud is its consistency, and thanks to the team I can still say this is the fifth consecutive year we won in Cannes,” Alcocer said.As for the few medals that the Hispanic market has received on this edition, Alcocer said: “I think it is important as an idea man not let Cannes be the measure of whether you are good or bad, it is simply a recognition, but there are many other things to achieve.”Regarding the presence of the Hispanic market in the festival, the executive said he felt a smaller market presence than other times. “I do not think it is an indicator or a trend, but it has been a tough year for everyone, we had a number of finalists but perhaps the ideas we left unripe,” he said.On the idea of representing the market as a brand, the idea man said that it is necessary to do a significant internal work. “One feature that plays against us is that we are not all in the same city, also creative directors come from other countries and we have trouble finding the tone of the market, and that does not also help to generate a brand, but I hope it is generated,” he concluded.