MERCADEO Versión en español
Sergio Alcocer from Rest of the World: In the New FIAP We Will Be Able to Discuss Creativity in a Broader Way
Manuela Walfenzao| 21 de agosto de 2017
Alcocer: Hay que quitarle lo incestuoso a nuestra industria
The founder and President of the multicultural agency, Rest of the Worl, Sergio Alcócer, will be one of the representatives of the Hispanic market in charge of evaluating in the New FIAP, that will be held in Buenos Aires from September 3 to 6.“I have been juror of the FIAP several times, but this is a special, renewed FIAP that returns to Buenos Aires very eager, not only to be once again a reference in the region but also to give a twist to how festivals are structured. I celebrate the organization’s decision to partner with creatives of the stature of Rodrigo Figueroa Reyes to reimagine the festival. The new categories offer the possibility to talk about creative work from different points of view and I think that is a success. I am going to Buenos Aires eager to be part of this change and I hope to be there in a couple of years, celebrating FIAP´s 50th anniversary” he stated.Alcocer will evaluate in the category, Formats. “The only thing that is sure is that we are going to be able to discuss creativity in a broader way, without the restrictions of the well-trodden categories that are repeated in dozens of festivals year after year” he added. “I also like that the jury is very eclectic, including people who come from the fields of entertainment, marketing, and technology. We must remove all that is incestuous in our industry, stop talking about advertising just among advertisers and see it from different perspectives”.According to the creative, festivals are a way to see what happens in the industry and understand trends.“Sometimes trends are ugly” he said. “The industry lies to hide its problems. Let’s talk about them instead of demonizing the festival as the cause”.
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