MERCADEO Versión en español
Lowe Colombias Jose Miguel Sokoloff: Creativity has become global and where the piece comes from is irrelevant
17 de junio de 2014
Jose Miguel Sokoloff, president of Lowe Worldwide Creative Council and Creative VP of Lowe Colombia, talked to PRODU about his participation as president of the Outdoor category during the 61st Cannes Lions Festival.With a total of 5,660 pieces entered, from 80 countries, Sokoloff said the biggest challenge was to select the Grand Prix for the category. “Our minds and hearts were split into four pieces that we thought were really extraordinary and deserved a Grand Prix, and try to reach a consensus on what the right choice was, was a difficult job, but intellectually and emotionally very interesting,” he said. In his role as president of the jury, he had to instruct the group of jurors the responsibility they had in their hands. “The awards out of Cannes are a reference to people who study the industry, so we have a responsibility to our industry and the work we do, so the whole analysis was based on that thought.”To Sokoloff creativity is fully globalized and the detail where the piece comes from is currently irrelevant. “Today, the good work comes from anywhere, there is no difference between a good job of Guatemala and one from France,” he said.After his experience as a juror for Outdoor, the advertiser concluded with the recommendation to submit what is really good. “We saw 5,660 pieces and left a shortlist of 506, then you have to be sure of what is winning,” he concluded.
