Ricky Vior of The Community: With our responsible decision we wanted to show where advertising should be heading

Juries’ decisions are very important because they define what the industry needs, said Ricky Vior, Creative General Director at The Community. Vior told PRODU about the debate regarding the 2016 FIAP category in which he was involved: Innovation in Media/Promo & Marketing, leaded by Leandro Raposo, Creative President and Founder of The Cyranos/McCann Spain. “There was a lot of talk and debate. We consider that a good and responsible decision was made in order to show where we want advertising to go. We are starting to see ideas with brands and we lean more towards this position” he said. He considers that one of the challenges for both the Latin American market and the U.S. Hispanic market is budget and good ideas. “Going back to ideas beyond innovation. The idea is still what matters and not going around or getting lost in the latest technological developments. Now this is clearing out a little.”