As jury for the Effective Creativity category at the 2016 Ibero American Advertising Festival (FIAP), Fernando Osuna, CCO at Lopez Negrete Communications hopes to find campaigns showing original and innovative ideas, but above all, with tangible results. “The greatest challenge in the Creativity category is to be able to stand apart from your competition and create empathy with consumers, that the idea gives something to talk about, that is shared and spreads. Great ideas and reach are not linked to big budgets anymore. What is relevant, and the biggest challenge, is getting together: a great idea, timing and the right strategy” he told PRODU. For Osuna, in order to enchant consumers “brands should try to be really transparent and create conversation with consumers beyond the message. The industrys future is in generating content where brands have a relevant role and with real results for perception and growth he said. “The industry must worry more about making their brand grow and for the impact they have on consumers, not only for the award or acknowledgement. Doing a great work with results should always be the main goal, and the award the best consequence.” The winners of FIAPs will be unveiled on May 18, 19 and 20 in the Intercontinental Presidente hotel in Mexico City.
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