Torres: Hubo muchas piezas en digital y en social media
Beatriz Torres, ALMA Associate Creative Director rates her experience as a juror of the 55th AAF Dallas American Advertising Awards, as one of huge learning. She also highlights the remarkable growth of the city proven by the large number of advertisers settling there. “It was very interesting to see how small clients understand the importance of investing in advertising regardless of their size, which leads to creative opportunities for local agencies.” She confesses that the jury was very diverse regarding gender, age, and ethnicity. “In fact, it was comprised with two women and one man. And the fact that women were majority wasn’t an ordinary thing.” As expected, she says, there were lots of pieces in the digital and social media category. “One of the pieces that caught people’s attention was The Journey, for Jarritos.” She adds that the most important thing is to have a good insight and concept. “There were very well-produced pieces with no concept, and that made them have a lower score. Those that had a good foundation also needed a good execution and strategy.”She warns that few case studies and campaign results were missing. “Results aren’t everything, but they help to see if the campaign worked out or not.”
