Greg Knipp, Pancho Cárdenas, Carla Eboli y Ciro Sarmiento
The second session of the annual conference closed with the IAB Mixx Awards gala in which those pieces recognized for their strategy, creativity and innovation, impulsed the local industry of interactive marketing. The piece honored as Best in show went to The scarecrow of Creative Artists Agency to Chipotle.From the agencies of the Hispanic market, Dieste stood up in the category of Social, in which it claimed a gold statuette, by the Muttbombing piece for Dallas pets alive. It was also awarded bronze in the Multicultural category in which shared it with Starcom Media Vest and Citizen relations for the campaign Nueva latina movement for P & G. “For us as a multicultural agency, having gained something from this bunch of agencies is very satisfying. This clearly outlines the aims of the agency, especially at a festival like this, in a table of votes where you are with customer feedback, industry leaders, creatives and freelancers” Ciro Sarmiento, executive creative director at Dieste said to PRODU.In his role as a judge, Sarmiento highlighted the organizational work of the IAB Mixx, and the jury selection. “Many times in the tables of the festivals, all jurors are idea men, this tends to be polarized because the decision is often more subjective, but here as it is comprised of people from the industry, the result and experience are very interesting,” he added. Sarmiento said that winning works like Chipotle indicate where the industry is going. “We are leaving the monologue behind and creating content for the consumer to interact. It is not only being part of a conversation but to create a conversation with the consumer,” he said.
