Fernando Osuna, CCO of Lopez Negrete Communications, shared with PRODU his excitement over being in the jury of the 2016 El Sol Festival in the Branded Content category. “I feel honored. This is the category in which you can really appreciate where communication is evolving towards. Advertising has transcended its own limitations and seeks to find new paths that reflect the values of a brand, and also offer consumers an added entertainment value. That, I believe, is the goal of creativity. I am full of energy to be exposed to innovating work that challenges the traditional concept of the advertising message” he stated.For Osuna, the Hispanic market has grown, not only in size and importance; ideas, thoughts and the way to innovate is also growing at an accelerated pace. “I think we have gone from being a sort of market niche to exporting ideas that have global impact” he pointed out. “Nowadays we are more exposed to leading global campaigns that also respect individuality and segmentation from a multicultural scope.”The key of successful content pieces, according to Osuna is for them to entertain and at the same time encourage people to share them. “The strength of an idea in branded content is the social impact it generates, leading to a change, to empathy on the topic or to improve or create a positive impact for the brand. The most important thing is for it to be able to create a link that allows you to establish a dialogue.”
