Face to Face Webinar 11 Julio 2023
The four presidents of the jury at the Ibero-American Festival of Creativity (FIAP) met for the first time at the #FIAP2023 to discuss subjects and trends currently affecting the advertising industry: new formats of the digital era, elusive audiences and empathy; frustration as a power that makes the impossible possible; limits, possibilities and fear of artificial intelligence (AI); and what it is that they expect to pick for prizes during this edition of the FIAP. Taking part were Monica Moro, president of the jury in the Formats category, founder and creative director of This Is Libre and president of the Creatives Club of Spain; Hector Fernandez, president of the Innovation jury and CEO of VML Y&R Mexico; Luis Miguel Messianu, president of the Advertisements jury and founder and CCO of INCLUDED USA, and Felipe Mansur, president of the Production jury, and partner and director of Alice Films, Brazil. The meeting was moderated by Mara Fernandez, chief transformation officer of PRODU. Moro expected to see the excitement surrounding new productions making their debut at the FIAP. About her category, she said that the format must really be in line with the needs of the idea. “I believe that’s the nature of this Format category and that’s what it must answer to. And it’s not just the novelty of the format that’s important, but that the idea this format delivers is worth the novelty. For Fernandez it’s vital to have a very clear idea of what innovation means and why an ad should be innovative. ”Because in the end what wins prizes at these festivals is innovation. But in the case of this category, it’s the sine qua non condition. If it’s not innovative, forget about it, it won’t win here.” She recommended a very thorough reading of the categories to see if the work or the idea lives up to what is required.Messianu said that in his category what will be awarded prizes is the innovation of the ads, breaking the rules and breaking down the formats. “I believe it all gets mixed up. What I’m going to measure is what makes me feel the most envy of something really well done. I believe that’s the best measurement, the reaction of ‘why didn’t I think of that? How wonderful that they found that angle’.” He added that it inspired him to have a group of jurors with all of them seeking the same thing. “Though we’re all talking about advertisements and in some way that carries the baggage of a traditional category, let’s look for something fresh, innovative and groundbreaking.”
