MERCADEO Versión en español
Norberto Zylberberg of LatinWorks: In the Cup we evaluate the best ideas beyond the media
19 de mayo de 2016
The 2016 Ibero American American Festival (FIAP) Cup award will be presented on Friday 20, after jurors and the public will be judging those pieces awarded with gold. Norberto Zylberberg, SVP and Creative Director at LatinWoks explained PRODU the challenges of this category as Jury President. “We evaluate the best ideas beyond the media. What we do is, juries and public together, judge live in the scenario. I will be conducting the debate and finding in which moment we can further work in an argument.” He considers that creativity in Latin America is a “sort of fresh water reservoir” and that the U.S. Hispanic market has a unique cultural complexity. “In Latin America not only good ideas are in play, but also social causes. Is really refreshing. An award in the Hispanic market is equivalent to three in any other market, because we come across so many variables that is really difficult to push. The value of each Hispanic award is incredible” he said. In the U.S. Hispanic agencies go further in knowledge and insights to come up with pieces increasingly more relevant. “Our consumer, as in every market, change but the Hispanic changes at a higher speed and with other type of reference.” The contribution in these festivals -he said- allow creatives to measure up with their peers that are also eager for awards.
