Post by samueldavidd109 on Feb 20, 2024 7:05:09 GMT
June is a busy month for members of the advertising industry. After enjoying a few days of inspiring presentations and awards in Madrid during El Sol 2019 , Cannes Lions , the International Festival of Creativity, arrives, followed by the London International Awards , which starts on June 28. This is an event in which the main protagonists, who monopolize the industry media headlines, are the agencies and brands that sign the most notable campaigns of the year. But we cannot forget that, behind the awards, there is a jury that faces great challenges when judging the pieces presented and whose work begins long before the festival. To learn more about the work of these professionals, we interviewed Nerea Cierco , executive creative director of the advertising agency DDB and chosen on several occasions as a jury in the main advertising festivals worldwide. She has participated in the latest edition of El Sol 2019 and her sights are set on the next LIA, where she will be part of the jury in the “Non Traditional” category.
What is the main challenge of being a jury for international festivals? In my view, there are two challenges in international festivals. On the one hand, the cultural understanding of the pieces that are Denmark Telegram Number Data judged. Context or understanding is often lacking in very local pieces and it becomes difficult to value them in a “fair” way. On the other hand, making yourself understood before a group of people from all over the world and, contrary to what it may seem, English is not the main barrier, it is rather that culturally we are different and we must find a neutral and objective point to have good discussions. What are the criteria that prevail when selecting the winning pieces? The magic of juries is that, although we all seek excellence, the best of the best, each jury president sets his own rules and each team of jurors ends up creating a unique record that would not have been the same if one of the people of the room would have been different. Last week Madrid hosted El Sol 2019, what would you highlight about this edition? I positively highlight the change in format and location.
Bring it closer to the heart of the industry, schedule it during working hours, further enhance the presentations that the awards give the festival a more adult, professional and rigorous look. «We continue to reward and applaud those ideas that excite us, that make us feel» She was chosen as a jury in Digital and Mobile, which has awarded 22 awards, including a Grand Prize. What has been the level of this edition among the pieces presented in this category? Digital and Mobile still seem like a curious category to me in these times. I think it is a category that does not want to deny its origins and continues to maintain subcategories such as display while incorporating new ones such as the entire data part. Sometimes I have the feeling that we need to separate ideas into formats when in reality, we no longer see it or work like that in agencies, nor are they consumed like that. On the other hand, it also seems like a bit of a disaster to me when we add mobile and innovation to that category. In my view, they are totally different things. Above all, innovation.
What is the main challenge of being a jury for international festivals? In my view, there are two challenges in international festivals. On the one hand, the cultural understanding of the pieces that are Denmark Telegram Number Data judged. Context or understanding is often lacking in very local pieces and it becomes difficult to value them in a “fair” way. On the other hand, making yourself understood before a group of people from all over the world and, contrary to what it may seem, English is not the main barrier, it is rather that culturally we are different and we must find a neutral and objective point to have good discussions. What are the criteria that prevail when selecting the winning pieces? The magic of juries is that, although we all seek excellence, the best of the best, each jury president sets his own rules and each team of jurors ends up creating a unique record that would not have been the same if one of the people of the room would have been different. Last week Madrid hosted El Sol 2019, what would you highlight about this edition? I positively highlight the change in format and location.
Bring it closer to the heart of the industry, schedule it during working hours, further enhance the presentations that the awards give the festival a more adult, professional and rigorous look. «We continue to reward and applaud those ideas that excite us, that make us feel» She was chosen as a jury in Digital and Mobile, which has awarded 22 awards, including a Grand Prize. What has been the level of this edition among the pieces presented in this category? Digital and Mobile still seem like a curious category to me in these times. I think it is a category that does not want to deny its origins and continues to maintain subcategories such as display while incorporating new ones such as the entire data part. Sometimes I have the feeling that we need to separate ideas into formats when in reality, we no longer see it or work like that in agencies, nor are they consumed like that. On the other hand, it also seems like a bit of a disaster to me when we add mobile and innovation to that category. In my view, they are totally different things. Above all, innovation.