Toni Segarra, VP creativo y fundador de la agencia SCPF
Toni Segarra, creative VP and co-founder of the SCPF agency, who was invited to be on the jury at FIAP 2013, spoke with PRODU about his experience.Comparing the creativity of the works submitted with their effectiveness, Segarra considers that its not easy for the jury to know the effectiveness of the pieces we judge. Our priority is to choose works that explore new ground, that are magnificently executed, that contribute some conceptual innovation, or are just so good we feel an unbearable envy.For Segarra, a Gran Prix winner must be extraordinary and the jury must be unanimous in selecting it. Its very hard to explain why a piece is, or is not, worthy you just see it and you know that this is a Gran Prix he said.As for the quality of the works judged, he particularly referred to those in the Graphics category, since he believes that this segment has a long way to go. We felt there was no campaign that inspired us to feel certain that this is it, so we felt we could not award a Grand Prix, unfortunately. On the other hand, the work of a jury is a message to the profession, and in this case ours is perfectly clear: were not doing well in graphics and we have to do better.As for digital platforms and how these will influence such media as television, Segarra said that television continues to be a format I call it a format, not a medium for which no substitute has been found thanks to its astonishing ability to transmit emotion, intelligence, humor, poetry to a viewer who couldnt ask for more.
