Matías Canelson, editor sénior de Right Cut Media Miami
For Santiago Luna, Creative Director at We Believers, creative quality in the U.S. Hispanic market has increased year after year. “Everyone can see the number of different pieces that win awards at international festivals and how increasingly more agencies win these awards” he explained to PRODU.Luna describes his participation as a juror in the 2016 edition of the U.S.H. Idea Awards as enriching. “First, for having the possibility of discussing with talented people about what we are passionate about and at the same time be able to see all the work that is registered in a single place. It is difficult to follow all the work that is being done and I think this allows us to stop the ball and see the entire field.”The challenge is to be fair with ideas, he says and to understand that in such a broad market, Hispanic material can have many points of contact and different angles, from strategy, a demographic thing or from the execution of the idea. “I think if you vote thinking about the ideas that push us forward as an industry, we all win.”
