MERCADEO Versión en español
Raúl Méndez from Dieste: Winning Campaigns at Cannes Are Accessible, Participative, and Add Value
Liz Unamo| 21 de septiembre de 2017
Raúl Méndez, director creativo de Dieste
According to Raúl Méndez, Creative Director at Dieste, winning campaigns at Cannes Lions are approachable, participatory, and add value. Méndez participated with Luis Miguel Messianu, Creative President and CEO at ALMA, and Pepe Aguilar, CEO at Wing, in a webinar organized by AHAA titled: The Best of Cannes: How master storytellers connect with audiences & win big!, chaired by Aldo Quevedo, Principal and Creative Director at Richards/Lerma. Participants’ comments were posted on Twitter with the hashtag #thinkahaa.Méndez added that the idea and the execution are what you need to win Cannes Lions. “You must build the case study that will really tell the story” he said. He added that you must use what is already built vs. building new assets helping stretch investment play where the client already has reach. Additionally, you must have rules of engagement, especially for social and “a clear plan that is flexible enough to roll with the punches.”Messianu says successful campaigns have three components: great clients, team conviction and always keeping consumers in mind. He explained that you must start with big clients and you must understand their realities. In this sense, Aguilar said that a healthy alliance with the client is important to bring new and risky ideas to life.
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