FIAP Face to Face Webinar: The creativity of The Hispanic Market Thrives on its Diversity and Authenticity

MIAMI, FL — July 25, 2024 — (NOTICIAS NEWSWIRE) — The latest FIAP Face to Face Webinar delved into the power of Latin American talent at the Cannes Lions International Festival of Creativity. Gustavo Lauria, President and CCO of We Believers and co-founder of Creyentes; Álvar Suñol, Co-president and Chief Creative Officer of alma; Elias Weinstock, EVP Chief Creative Officer of Casanova // McCann; and Tony Waissmann, Chief Creative Officer of Republica Havas, shared their experiences as jurors and winners at the world's premier creativity festival. The session was moderated by Mara Fernández, Chief Transformation Officer of PRODU, and marked the 25th anniversary of Circulo Creativo USA.

Lauria recounted his experience as the first jury president from the US Hispanic market for the Sustainable Development Lions at Cannes Lions. This category recognizes work that balances business growth with social and environmental benefit. "Presiding over the jury was enriching," Lauria said, "due to the diverse range of jurors in terms of gender, background, and experience. The discussions were rich and full of unexpected perspectives. There were no personal agendas, and decisions were made through consensus. We placed a strong emphasis on rewarding pieces that truly make us proud as an industry."

An increasing number of brands are embracing a purpose that extends beyond profit, seeking to create a positive impact on the world and people's lives. "Companies with a strong sense of purpose have the potential to make a real difference," said Lauria. "Marketing agencies can be powerful allies in helping them achieve this goal."

Exceptional advertising work has emerged this year from regions and cultures that haven't previously had such a prominent voice. Lauria noted, "The authenticity of these pieces, and their ability to address local or regional challenges in innovative ways, is what makes them truly special."

Hispanic Market with great potential 

Lauria cautions that despite being one of the most mature markets among parallel cultures, the Hispanic market still has room for growth. "More agencies need to deliver high-quality work," he said. "Clients must recognize the business value of creativity, and we should explore new ways to connect with audiences through advertising."

The panelists concurred that the Hispanic market is experiencing a surge of creativity and prosperity. The diversity of voices and commitment to authenticity are fueling exceptional work that's gaining international recognition. They emphasize the importance of nurturing these trends to ensure the Hispanic market's continued growth and solidification as a global benchmark for advertising creativity.

Hispanic Market performance

Casanova // McCann, in collaboration with McCANN Detroit, earned three Lions for their work on "Translators" for U.S. Bank. The campaign garnered a Gold and Silver Lion in PR, along with a Silver Lion in Entertainment.

For Elías Weinstock, this project exemplifies how a powerful creative idea, executed flawlessly, can create a significant and lasting impact. The initiative was rooted in a strong and relatable human insight that resonated with the audience. He further noted that the documentary format allowed for a deeper exploration of the story, while the distribution strategy at prestigious film festivals like Tribeca lent the campaign credibility and visibility. "The ideas that resonate most with me personally," Weinstock said, "are those that are built upon a human story."

Alma DDB secured two Lions in Print & Publishing for different clients. The first was a Silver Lion for their work on Change the Ref, commissioned by Greg Abbott, Rick Scott, and Nikki Haley. The second was a Bronze Lion for "Better With Pepsi – Rum."

Suñol emphasized that, “In some ways, even more valuable than winning a lot of awards is the ability to win consistently, even if it's with fewer awards. This demonstrates an agency's solidity, consistency, and the fact that creativity is embedded within its culture. That's what truly brings us joy, beyond the number or color of the awards. It's about consistency, continuity, and commitment.” Alma DDB exemplifies this philosophy, having achieved Cannes Lions recognition for nine consecutive years.

Republica Havas continued their winning streak, securing a second consecutive Lion with a Silver in Media for "The Name Confusion" campaign for the Fight Against Alzheimer's Association. Tony Waissmann emphasized the importance of consistent award recognition, highlighting the agency's strong, five-year relationship with the client. "We have a constant collaboration," Waissmann explained, "going beyond just campaigns. We've helped them with internal projects like logo updates, emails, and even social media management for a period."

"The campaign showcases the power of football in raising awareness for social issues. By leveraging the sport's passion and reach, organizations can connect with a vast audience and create positive societal change," he added, regarding "The Name Confusion" campaign.

We Believers snagged a Bronze Lion in Outdoor for their clever "Corona Sunset Bottles" campaign. Lauria highlighted the campaign's strength: "The beauty of it was the visual. The client instantly approved it – no overthinking necessary. A brilliant idea, and that's what made it work." The campaign leveraged cost-effective stock images featuring sunsets that mirrored the shape of a Corona bottle. The Corona logo was then added to complete the effect. These readily available images minimized production costs, as no retouching was required.

Watch the webinar (in Spanish) here

About FIAP

The Ibero-American Festival of Creativity, FIAP, is now in its 55th edition, continuing its legacy of recognizing excellence and innovation in all advertising formats in Ibero-America. In partnership with PRODU, the festival is dedicated to acknowledging ideas that transform, inspire, elevate, and excite audiences in the region and beyond.

About PRODU
For 35 years, PRODU has been the leading provider of content for television, advertising, and technology professionals in Latin America, Spain, and the US Hispanic market. PRODU produces regular digital business publications aligned with its sustainability strategy, along with an online directory: Who's Who Online, in addition to the most prestigious and consulted website and newsletters on television, advertising, and technology industries. PRODU's three free newsletters reach over 30,000 subscribers daily.