Paco Olavarrieta
El festival iberoamericano de la comunicación publicitaria, El Sol, dio a conocer los nombres de los jurados de TV/Cine y Radio y Campañas Integradas.
Paco Olavarrieta, Craft Maestro de Dieste formará parte del jurado de TV/Cine y Radio, que estará presidido por Fernando Bellotti, presidente de Leo Burnett Argentina y director creativo regional de Leo Burnett.
We Save Lives, a non-profit created by MADD founder Candace Lightner, has launched “Reflections from Inside,” an online film against drunk driving.
The campaign, created by BRAVO Miami and produced by Paraná Films, Vaporpost and Mokoh Music, features a long-form online film showing the reactions from patrons at a bar bathroom who are faced with the reflections of Kris Caudilla, a convicted drunk driver currently serving 15 years for vehicular manslaughter in a Florida prison. The film took a year and a half to bring to life and included numerous prison visits and coordination with many State and Federal government entities.
“We hope this message hits home in a relevant way and gives people the courage to intervene when they know someone is about to drive drunk,” said Candace Lightner, founder of We Save Lives. She added, “we often hear from the victims of impaired driving but to our knowledge this is the first time a convicted felon who is now in prison has come forward to do a PSA about the tragic consequences of drinking and driving. We believe Kris’s message will save lives.”
Even after decades of awareness and messages highlighting the importance of intervention and responsibility, drunk driving still kills 30 people in America every day. Federico Hauri, BRAVO Miami VP Creative Director stated, “this is a real guy with a real, powerful story of regret that we believe can break through and change people’s behavior in the key moment before getting behind the wheel.”
Gustavo Lauría
Gustavo Lauría, cofundador y CCO de We Believers, compartió con PRODU su emoción y responsabilidad que siente al presidir como presidente de jurado en la categoría de Innovación en El Sol, Festival Iberoamericano de la Comunicación Publicitaria. Se trata del primer año en el que el tema deja de ser una subcategoría, tras la demanda registrada en piezas inscritas.
"El desafío principal que tenemos y que voy a tratar de transmitirle a todos los jurados, como presidente, es el criterio de priorizar la creatividad. Muchas veces se corre el peligro en la categoría de Innovación de evaluar algo por cuan innovador es tecnológicamente hablando. La tecnología es una herramienta para potenciar cosas, para que las buenas ideas pasen y sean amigables, pero no debería ser el centro por el cual uno la premia" señaló.
José "Pepé" Aguilar
Sandra Alfaro, Managing Director of Wing, Grey's leading full-service agency focused on Hispanic consumers, today announced that Jose "Pepe" Aguilar has joined Wing as Chief Creative Officer.
Sandra Alfaro said, "Pepe Aguilar is a highly respected, incredibly talented creative leader and team builder. We are delighted to welcome him to Wing and look forward to the contributions he will make to our continued growth."
Andreas Dahlqvist, Chief Creative Officer of Grey New York said, "During his years at Grey, Pepe has pushed the boundaries with big, powerful ideas across channels that break new ground in brand experience. He will be a huge creative asset for Wing's clients."
Pepe Aguilar brings more than 20 years of experience to his new role, including 13 years at Grey. He joined Grey in 2003 as Group Creative Director of Grey Mexico. Three years later, he was appointed General Creative Director of Maruri Grey Ecuador. During his tenure, the agency won 20 new clients and maintained its position as the most awarded agency of Ecuador in international festivals.
In 2010, Aguilar assumed the role of General Creative Director of Grey Peru and contributed to its significant growth and creative success. In 2012, he returned to Grey Mexico as Creative Vice President, winning 14 new business pitches. In addition, Grey Mexico was named Effie "Agency of the Year" in 2016 and won 6 Cannes Lions in 2015, becoming Mexico's most awarded agency.
Aguilar has built brands across every category and channel, working with clients including Coca Cola, Ford, Gerber, Bacardi, GlaxoSmithKline, Heineken, Honda, Kimberly Clark, Nike, Nestlé, Novartis, P&G, Sony and Walmart, among many others. The teams he has led have been recognized and awarded at festivals such as Cannes Lions, London Festival, FIAP, Circulo de Oro, Ojo de Iberoamerica and the Effie Awards.
A graphic designer, Pepe Aguilar graduated from the Anahuac University.
The deadline has been extended until Monday, April 4, for entries for the Wave Festival, a leading ad festival for Latin America that includes the U.S. Hispanic market and Puerto Rico.
See the Wave's 15 categories and enter here.
Advertising Age is partnering with the Wave, to be held April 13 and 14 in Rio de Janeiro. The regional Wave Festival is organized by Meio & Mensagem, Brazil's top advertising and marketing publication and events organizer, and Ad Age's longtime partner in Brazil.
Fernando Osuna, CCO de Lopez Negrete Communications, compartió con PRODU la emoción que siente por ser jurado en la categoría Contenidos de Marca del Festival El Sol 2016.
"Me siento muy honrado, esta es la categoría donde realmente puedes apreciar hacia dónde está evolucionando la comunicación. La publicidad ha trascendido sus propias limitaciones y busca encontrar nuevos caminos que reflejen los valores de la marca, al tiempo que ofrecen un valor añadido de entretenimiento al consumidor. Ese, creo yo, es el objetivo de la creatividad. Me llena de energía poder estar expuesto a trabajo innovador que desafía el concepto tradicional del mensaje publicitario" declaró.
TELEVISIÓN / CINE - RADIO: Álvaro Rodrigues, Vicepresidente Creativo de Africa, Brasil.
GRÁFICA - VÍA PÚBLICA - TÉCNICAS DE PRODUCCIÓN GRÁFICA: Leo Macías, Chief Creative Officer del Grupo DDB Colombia.
INNOVACIÓN EN MEDIOS - PROMO Y MARKETING DIRECTO: Leandro Raposo, Presidente Creativo y Fundador de The Cyranos/McCann, España.
TÉCNICAS DE PRODUCCIÓN AUDIOVISUAL: Fernando Carvalho, Fundador de FatBastards, Brasil.
INTERNET: Martín Hazan, Presidente y Co Founder de Nextperience / Co-Founder de NXTPLabs / Vicepresidente de Interact, Argentina.
PRENSA Y RELACIONES PÚBLICAS: Carla Eboli, CMO de Dieste, Estados Unidos.
LA COPA: Norbi Zylberberg, Senior Vicepresident y Group Creative Director de LatinWorks., Estados Unidos.
ESTUDIANTES CREATIVOS: Domenico Massareto, Fundador y CCO de ID\TBWA, Brasil.
Luego de que el Círculo Creativo de EE UU anunciara que los U.S. Hispanic Idea Awards se celebrarán el 12 de octubre, Luis Miguel Messianu, Chairman del Círculo Creativo de EE UU y de ALMA y Gustavo Lauría, presidente de Círculo y cofundador de We Believers, conversaron con PRODU sobre el significado del cambio de fecha de la premiación. "Queremos que el Círculo crezca como para poder ser más ambicioso a la hora de generar cosas para los creativos" sostienen ambos ejecutivos.
"Nos empezamos a dar cuenta que mucho de los mejores trabajos que estaban ganando en el Cannes Lions no llegaban a tiempo a nuestro festival. Si nuestra misión es elevar, celebrar y mercadear el mejor trabajo hispano nos asegurábamos que estuviera representado. Va a ser un día donde vamos a celebrar la latinidad y la creatividad y por eso nos pareció muy simbólico hacerlo el 12 de octubre, día de la Hispanidad" explica Messianu.
The fifth annual U.S. Hispanic Idea Awards will be held at the Colony Theatre in Miami Beach on Wednesday October 12, 2016, with Cannes Lion CEO Philip Thomas as one of the keynote speakers.
The U.S.H. Idea Awards, the premier event for the industry, celebrate outstanding creative achievement in advertising generated by Hispanic or general market agencies targeting Hispanic consumers. The 2016 U.S.H. Idea Awards will be produced and presented by Círculo Creativo.
Gustavo Lauría and Luis Miguel Messianu
“As our award show continues to evolve, it was important to include the best work from U.S. Hispanic agencies,” said Luis Miguel Messianu, Chairman of Círculo and CEO of Alma. Messianu points out that there was “clearly a gap” between April and June, which is when the best campaigns and cases are sent to the Cannes Festival. "By moving the event, we will have a better representation, which is consistent with Circulo's core mission to elevate the standards of our creative output," stated Messianu.
Círculo Creativo decided to move the awards away from the overcrowded advertising festival's Spring season in order to better accommodate advertising agencies and production companies and to encourage them to submit their best creative work of the year.
“We will have a female President of the Jury and for the first time, we are opening the doors to the most representative production companies to judge the “Craft” category. Plus, we are planning to launch a series of creative talks where one of the keynote speakers will be the Cannes Lions’ CEO. We are excited to announce a lot of good news in the coming weeks that will help inspire and bring together the whole market,” said Gustavo Lauría, President of Círculo and Co-Founder of We Believers.
The jury will consist of top creatives representing the most important agencies of the market and will judge most of the categories. Key professionals from production companies and agency planners will be a part of the jury for the “Craft” and “Strategy” categories.
“AHAA is thrilled that the U.S.H. Idea Awards continue to showcase the best of Hispanic creative in the U.S.,” said Linda Gonzalez, Chair of AHAA: The Voice of Hispanic Marketing and President of the Viva Partnership.
Entries for the 2016 U.S. Hispanic Idea Awards will be accepted in the summer. For more information on submissions and eligibility, please visit www.ushideaawards.com
El 12 de Octubre del corriente año se llevará a cabo la entrega de los U.S. Hispanic Idea Awards en el Colony Theatre de Miami Beach. Philip Thomas, CEO de Cannes Lions, será uno de los oradores principales durante el día de Creative Talks.
El U.S.H Idea Awards una vez más premiará los más destacados trabajos del año de agencias hispanas y del mercado general enfocadas en el consumidor hispano de Estados Unidos. El evento será producido y presentado por Círculo Creativo.
Gustavo Lauría y Luis Miguel Messianu
“Con la evolución constante de nuestra industria, era importante que incluyéramos los mejores trabajos de las agencias hispanas de Estados Unidos”, dijo Luis Miguel Messianu, Chairman del Círculo y de Alma. Messianu señaló también que “existía claramente una brecha” entre abril y junio, cuando las mejores campañas y casos son enviados al Festival de Cannes. Círculo Creativo decidió cambiar la fecha del evento de premiación para evitar la congestionada temporada de primavera, facilitando así la participación de más agencias de publicidad y casas productoras. “El cambio de fecha nos permitirá contar con una mejor presencia; esto coincide con la misión fundamental de Círculo, que es la de elevar los estándares de lo que generamos a nivel creativo”, comentó Messianu.
“Este año tendremos una mayor presencia femenina en nuestro jurado y la presidenta será una mujer. Además, por primera vez, abriremos las puertas a las casas productoras más representativas para que juzguen la categoría Craft. Y también estamos planificando una serie de charlas creativas donde uno de los oradores principales será el CEO de Cannes Lions. Estoy seguro que estas y otras noticias que estamos por anunciar nos van a ayudar a inspirar y a generar vínculos cada vez mas fuertes dentro del mercado”, dijo Gustavo Lauría, Presidente de Círculo y Cofundador de We Believers.
El jurado estará formado por excelentes creativos de las agencias más importantes de la industria y se encargará de evaluar a la mayoría de las categorías. Para las categorías “Craft” y “Strategy”, el jurado contará con la participación de profesionales clave de casas productoras y planners de agencias .
“AHAA está sumamente complacida de que los U.S.H. Idea Awards continúen mostrando y reconociendo lo mejor del talento creativo hispano de Estados Unidos”, dijo Linda González, Directora de AHAA: The Voice of Hispanic Marketing y Presidente de Viva Partnership.
Durante el verano se aceptarán los trabajos que deseen participar en los U.S.H. Idea Awards de 2016. Para obtener más información sobre los requisitos de participación y la elegibilidad, visite www.ushideaawards.com
After Last Year's All-Male Jury, 2016 President Will Be Fernanda Romano
The U.S. Hispanic Idea Awards are being revamped this year as an October awards show after being held for the last four years during the annual April conference of AHAA: The Voice of Hispanic Marketing.
The awards will take place in Miami on Oct.12, after a full-day program that will include Philip Thomas, CEO of the Cannes Lions International Festival of Creativity, as one of the keynote speakers.
Gustavo Lauria and Luis Miguel Messianu
The awards are being moved partly to take advantage of fresher work that breaks later in the year and missed the earlier deadlines of previous years when the show happened in April. Luis Miguel Messianu, creative chairman and CEO of Hispanic shop Alma and also chairman of Circulo Creativo, which organizes the awards, said there is "clearly a gap" between April and June, a period when agencies prepare a lot of new work to send to the Cannes festival.
The call for entries for the U.S.H. Idea Awards will open this summer for work by Hispanic shops and general market agencies targeting Hispanic consumers.
Circulo Creativo acknowledged at last year's show the total absence of women on the 22-person jury and promised to do better this year. In addition to adding female judges, this year's jury president will be Fernanda Romano, founder and creative partner at Malagueta Group.
Ms. Romano worked as a digital creative at DM9 DDB in her native Brazil before joining Lowe New York as executive creative director in 2005, then held global creative director positions at several agencies in Madrid and London before moving back to New York. In 2012 she took on a dual role at Naked Communications, building a content offering in New York while opening a Brazil office as partner and chief creative officer.
Ms. Romano has been a Cyber Grand Prix winner at the Cannes Lions festival, She was named one of Ad Age's Women to Watch in 2007, and one of Ad Age's 100 Most Influential Women in the last 100 years in 2012. When Ad Age's editorial partner Meio & Mensagem launched Women to Watch Brazil in 2013, Ms. Romano was one of the honorees, making her the first person to be named one of Ad Age's Women to Watch in more than one country.
Deadline Is March 25; U.S. Will Send Five Judges to Regional Awards
The call for entries is open for the Wave Festival, a leading ad festival for Latin America that includes the U.S. Hispanic market and Puerto Rico.
Entries are due by Friday, March 25, 2016 for the Wave. See the Wave's 15 categories and enter here.
Advertising Age is partnering with the Wave, to be held April 13 and 14 in Rio de Janeiro. The regional Wave Festival is organized by Meio & Mensagem, Brazil's top advertising and marketing publication and events organizer, and Ad Age's longtime partner in Brazil.
U.S. Judges includes:
Borden Dairy Brand Uses Action and Music in First National Brand Push for Drinkable Yogurt
Lala yogurt has come up with a new word, "yogurting," to promote its smoothies as the brand's U.S. ad budget and distribution are poised to take off.
The brand, better known in Latin America, has been gaining traction in the U.S. as one of the flagship brands for Borden Dairy. After years as a regional player, Lala is pushing forward with its first national campaign on Feb. 15, focused on the brand's yogurt smoothies.
The product, sold in traditional and Greek styles, hits on a mix of trends in the market right now as people want protein-filled and better-for-you products they can consume during busy days, said Desiree Johnson, director of marketing for Lala USA at Borden Dairy.
In a departure from some yogurt advertising, or perhaps because of it, Lala is not emphasizing the nutritional details of the drinks. "Everybody kind of knows that yogurt is great for you," Ms. Johnson said. "What I believe the yogurting campaign does is make it relevant to a younger audience."
As for what yogurting means, "it's really being able to just grab a yogurt and go. You don't even need a spoon," Ms. Johnson said.
An earlier campaign concept from Dieste that touted "no spoon required" did not resonate as well as the new campaign in focus groups, she added. The new campaign from Dieste shows people with the drinks as they do everything from commuting to surfing.
Agency: Dieste Inc.
Client: LALA USA
Chief Creative Officer: Ciro Sarmiento
Associate Creative Director: Damián Nuñez
Sr. Copywriter: Andres Pedraza
Sr. Art Director: Sergio Rojas
Agency Producer: Gerry Rivera / Jose Luis Chavez
Production Company: Shooters Films
Executive Producer: Mauricio Jemal
Director: Jerry Dugan
Director of Photography: Matt Uhry
2nd Unit Director: Mateo Arias
Post Production: Lucky Post
Music Studio: Yessia
Dieste
U.S. Hispanic shop Dieste boosted revenue and head count by 20%, and the shop was victorious in the biggest Hispanic pitch of the year, AT&T Mobility, plus Miller Lite and DirecTV. Powered by Dieste's insights about Latinos' penchant for almonds, Hershey's With Almonds sales to Hispanics grew by 18% but were flat in the general market. Creative awards flowed in for a Dallas Pets Alive campaign that temporarily gave homeless dogs the names of trending topics like "Kim Kardashian's Butt" and "Celebrity Nude Pix"; with all that social media exposure, dog adoptions quadrupled. And Dieste scored in the top 5% of parent Omnicom's employee engagement survey.
Meet the Shops Whose Work Stood Out, Revenue Grew, Clients Increased.
Andrew Speyer, Tracy McDonough, Joaquín Mollá, Luis Montero, Dominick Concepción, José Mollá and Laurie Malaga Credit: Andrés Henao
Shop Saw Revenue Grow 22%, With Three Major New-Business Wins
To take back summer from other beach-loving beers, Corona Extra called in winter. In The Community's poetic "Dear Summer" campaign in both Spanish and English versions, winter writes a letter to summer, enviously extolling all that people love about the latter, ending with a request to hang out: "You bring the beer, I'll bring the ice."
The Community looks at life—and marketing—a little differently. And with its focus on multicultural consumers, the Miami-based shop wants to help its clients avoid building brands for a world that doesn't exist anymore. "They really understand the concept of cultural fluidity, the ability to move in and out of various cultures that defines us," said Diego Scotti, exec VP-chief marketing officer at Verizon, one of The Community's big 2015 account wins.
(From l.) Leo Peet, VP-director of finance; Angela Battistini, senior VP-account services; Isaac Mizrahi, co-president and chief operating officer; Luis Miguel Messianu, creative chairman and CEO; Alvar Suñol, co-president and chief creative officer; Michelle Headley, senior VP-operations. Credit: Marco Arguello
Shop's Revenue Grew 15%, Partly Because of the Midyear Win of Sprint
When Clorox Co. started a review of all its creative agencies last month, Senior VP-Chief Marketing Officer Eric Reynolds was quick to call Alma from his car and tell the U.S. Hispanic agency, its only creative shop in the world to get such a call, that the business Alma held was not up for review.
"For all their work, the results have been spectacular, both in [growing] share and the efficiency and effectiveness of their creative work," Mr. Reynolds said. "Our statisticians say, 'Whatever Alma is doing, it's working.'"
In fact, Mr. Reynolds said the agency is so good at developing universal truths that speak to all consumers that Alma's Hispanic work is increasingly crossing over into the general market.
Since its inception ten years ago, Anomaly has been an agent of change, knocking down structural barriers, advancing business models, questioning preconceived notions and tearing down the entrenched silos of the marketing communications landscape. Today, true to this thriving mission, Anomaly takes direct aim at ‘The Last Silo.’ The Hispanic Silo.
Reflecting the seriousness of this intent, Anomaly has issued its manifesto addressing the industry at large and laying out this argument:
The Last Silo
Silos by their nature are bad. They stifle potential. They stand there all tall and rigid. They breed homogeneity. They solidify a bureaucratic mindset, one obsessed with titles and structure, over talent, ideas and results. As we look to the future we cannot help but be inspired by the changed dynamics of America today. We are a more pluralistic, more progressive, more cultured nation.
Now comes the last silo. The Hispanic silo.
As of today we are taking dead square aim. We are creating a very different mission. A mission to make Anomaly a company that can credibly and relevantly communicate with everyone in America. Equally. We will not isolate Hispanic Marketing. Our approach is to live at the intersection of multicultural strategy and progressive ideas that lead to hyper-cultural activation and execution. The intersection with the most challenges and also the most value for agencies and clients.
There is no separate company.
No separate department.
No separate name.
No silo.
It’s the right thing to do.
For Anomaly.
For the industry.
For culture.
Heading up this transformational new approach to Hispanic marketing, Anomaly has hired senior management and creative executives: Giovanni Villamar, previously at Dieste; and Mauricio Galván previously at d expósito, Totality HAVAS and Vidal Partnership.
Giovanni commented, “What is energizing, is the opportunity to impact client’s total business strategy from the inception of the brief, and not have something 'handed down... for adaptation.’”
Founding Partner, Jason Deland added, “With the U.S. now having the second largest Spanish speaking population in the world – the demographics, buying power and cultural influence are undeniable. There is simply no option for progressive companies but to change.”
Ciro Sarmiento
Sarmiento will report directly to CEO Greg Knipp and will be in charge of agency’s creative vision
Dieste Inc., a leading multicultural communications agency in U.S., has named agency executive creative director Ciro Sarmiento its new Chief Creative Officer, effective February 1st. Dieste’s previous Chief Creative Officer Paco Olavarrieta, who will remain with the agency, as a “Craft-Maestro”, adding his experience to specific creative projects.
“Ciro is one of the most accomplished creative executives in our field, respected and admired by our team, our clients and praised by his industry peers. And we felt like he was ready to take the helm of Chief Creative Officer, giving continuity to the great momentum we have as an agency,” said Dieste’s CEO Greg Knipp.
Sarmiento joined Dieste in 2013 as an executive creative director under Olavarrieta’s creative guidance. “When I invited Ciro to join the agency I knew that I had found a potential candidate to succeed me as Dieste’s CCO. And for the last year Greg, Tony Ciro and I worked together on a succession plan, giving Ciro all the tools and support needed for a harmonious and successful transition,” said Paco Olavarrieta.
With over 20 years experience in the U.S. as well as in Latin America, Paco Olavarrieta has created innumerous award-winning campaigns, and has a successful track record working with top-notch agencies across the world. “When I recruited Paco to Dieste, in 2011, he told me that what he really wanted was to create, to write again, not to manage, but to develop work for clients. I gave him my word that I would. It took me four years, but I have finally delivered on that promise,” said Greg Knipp.
The Next 20 Years:
Dieste, founded in 1995, celebrated its 20th anniversary on last December and according to the agency leadership team, it is going through one of its best moments. “I’m extremely excited about the opportunity of helping to shape the agency next 20 years,” said Sarmiento, announcing that one of his first challenges will be to raise awareness of Dieste’s digital and social capabilities. “All the award-winning work we developed lately was conceptually created to work on any media but primarily focused on digital and social platforms,” said Sarmiento reinforcing that the agency as a whole “has a deep understanding of the digital media and the ways multicultural consumers are using it.” Dieste was recently recognized with two Cannes Lions, two Clio awards and several other awards for digital platforms developed for its clients.
Tony Dieste, agency founder and chairman said that it is very exciting to have Ciro as part of the leadership team. “The next 20 years will be even more challenging than the previous ones and we need creative minds who challenge the odds and leverage the magical, game-changing power of creativity for our clients. We have found that in Ciro and he will help us stay among the best agencies in the world,” said Mr. Dieste.
Ciro Sarmiento Bio:
With over 15 years of experience in the U.S. in both the multicultural and general markets, as well as international experience in Latin America, Ciro Sarmiento is one of the most talented and respected creative directors in the U.S. Having worked for world-renowned agencies such as Ogilvy & Mather and Leo Burnett provided Sarmiento with expertise in the development of truly innovative work.
Sarmiento’s creative work has been recognized across the globe, and his extensive list of awards includes several prestigious Cannes Lions, Clio Awards, New York Festivals, LIA, Effie, and The One Show as well as several Latin American award shows such as Wave Festival and El Ojo. He has also served on several international creative festival juries in the course of his career.
Ciro is a New Yorker by birth but grew up in Colombia and has lived in Bogotá, Austin, Chicago and Dallas. He is married with two children. When he is not thinking in advertising, he is thinking in ways to get Ben and Emma into advertising- Did we mention he loves advertising?
El Sol anuncia los nombres de los presidentes de cinco de sus jurados
El Sol. El Festival Iberoamericano de la Comunicación Publicitaria ha dado a conocer los nombres de cinco presidentes de jurado de cara a la celebración de su 31 edición.
Así, al igual que el pasado mayo, se contará con la presencia de grandes figuras publicitarias de amplia y reconocida trayectoria profesional de todo el mercado iberoamericano. Y es que, El Sol continúa fortaleciéndose como el referente creativo de la publicidad en habla hispana.
El Sol contará en su próxima edición con los siguientes presidentes de jurado:
Luis Miguel Messianu
Gustavo Lauría
Los presidentes de los jurados de Contenidos de Marca, Marketing Directo y Marketing Promocional, Relaciones Públicas, y Medios se comunicarán en las próximas semanas.
La 31 edición de El Sol. El Festival Iberoamericano de la Comunicación Publicitaria tendrá lugar en Bilbao los días 2, 3 y 4 de junio de 2016.
