Webinar Circulo Creativo
Sharing the ABCs of the most successful ways to submit work to the Cannes Lions International Festival of Creativity, and in that way increase the representation of Hispanic creatives, brands and agencies, were Marcelo Pascoa, VP of marketing for Coors, Global & North America and Molson Coors Beverage Company; Flor Leibaschoff, president of Círculo Creativo USA and group creative director of LERMA/; Luis Miguel Messianu, founder, creative chairman & CEO of alma, and Claudia Romo Edelman, founder of We Are All Human together with Susie Walker, head of awards at the festival. “We’re a very young market. We’ve been some 30 to 40 years in action compared with older markets like Brazil, whose ad agencies have been operating for some 100 years, along with Mexico, Argentina, Spain. But putting it in perspective, in 2019, when the last Cannes Lions Festival was held, Hispanics in the U.S. won many more Lions than longtime advertising markets like Mexico, Colombia, Chile and Peru – we only came in behind Brazil, Spain and Argentina. The U.S. Hispanic market won 12 Lions,” Messianu recalled during the webinar Guide To Cannes Lions Entries ;organized by the Circulo Creativo USA. Messianu maintains that winning a Lion is a combination of having incredible, well-focused talent, but also indicates a strong association with top clients ready to take smart risks. For his part, Marcelo Pascoa of Coors spoke about the perfect client-agency relationship: “It has to do with a powerful association based on shared values. If you want to win a Lion you have to be perfectly obsessed with advertising, have a real passion for it, and to be perfectly honest, it has nothing to do with wanting to win a Lion but rather to be part of creating the future of advertising. Because at the end of the day, the campaigns that do great at Cannes are the campaigns that change the industry forever.” Leibaschoff noted that all this is not about ideas: “The brief is very important with its strategy that can fire up the creativity, and it’s also very important that the clients are there with us as partners in creating the briefs. We need clients who are brave, who have courage”.
