I am extremely honored to have been nominated for the Journalist of the Year Award by the folks of Cannes Lions Dominicana. It's very flattering to be considered for the first edition of an award that values the efforts of all those whole love the industry and enjoy writing about it.
One can't help feeling tremendously grateful and motivated!
Pablo Alzugaray, advertising superstar, Cannes Lions winner and CEO of Shackleton, provided a Master Class during this year's Young Lions Academy, organized by the team of Cannes Lions in the Dominican Republic.
According to Alzugaray, when it comes to advertising, we are in the business of asking ourselves: Who do we want to think what? A brief should be the answer to this question. Our job in advertising is to influence and inspire, not just make ads. So how do we get people to think of a brand in a specific way? The answer to that would be to have the brand behave in that way. Just as in life, our reputation is the result of what we do, not of what we say we are. In essence, what we do and what we don't do is the biggest kind of statement in the world of communications that we could think of.
Here are 5 take-aways from his unforgettable master class:
1) Communicate with facts.
Do. Experiment. Integrate facts and real people in your advertising efforts.
Case: "Experimento Comparte" for Acción Contra el Hambre (Video in Spanish)
2) Think of the "what" before the "how"
Define what you need people to think and then focus on how to construct and deliver your message.
Case: "Miravete de la Sierra" for Conect (Video in Spanish)
3) Be relevant
We work in an industry in which relevance is key if we do not wish to go unnoticed.
Case: "Un equipaje inesperado" for Spaniar (Video in Spanish)
4) Language is the message
Language - visual, spoken or physical - is universal.
Case: "No te rindas nunca" for FSC Inserta (Video in Spanish)
5) The risk is not to risk
More things may be accomplished if we dare to risk with our ideas.
The race to the 2014 Cannes Lions has officially begun, and it seems like it was only yesterday when Yasser Mármol and I were getting ready for the opportunity of not only attending, but also representing the Dominican Republic in the Young Lions Marketers Competition. Inspired by the experience we were about to live, a series under the name of "Road to Cannes" was published in order to capture the spirit of what could possibly be considered as the most exciting and mind-bloggling event in the life of an advertising or marketing executive.
Twelve months and countless posts later, this girl is back and ready for more. As we approach the big day of the festival, the folks of Cannes Lions in Dominican Republic have already started the quest of finding this year's representatives for four of the Young Lions categories: Marketing, Film, Cyber and Design. In the Young Marketers category, each team of two is asked to produce a brief for a charity or cause and create a product, service or movement based on the topic. The ideas are presented in front of a jury over the course of (and no more than) 5 minutes.
This year's winning duo is Jennifer Terrero and Victoria Feliz, who presented a campaign for the office of the First Lady of the Dominican Republic, under the name of "Programa 360." The proposal included a strategy and plan of action supporting the prevention of domestic violence in all sectors and levels of society.
Up next is a video on what went down that day. Stay tuned for upcoming posts as the winners of the other categories are announced.
It's been 50 years since Banco Popular Dominicano opened its doors in the Dominican Republic. Today a leader within the industry, the brand has been keen on embracing new technologies in all parts of the spectrum - operations, products and communications.
Hace 50 años abrió sus puertas el Banco Popular Dominicano en la República Dominicana. Hoy un líder en su categoría, siempre ha manifestado su interés en acoger e implementar las nuevas tecnologías en todos los aspectos - operacional, dentro de su cartera de productos y en sus comunicaciones.
To celebrate its anniversary, the bank launched a national photo contest on Instagram and invited the nation to post pictures that reflect the transformation of the Dominican Republic during the last century - pictures that convey changes in infrastructure, urban planning, telecommunications, industrial development, scientific advancements, among other things.
Para celebrar su aniversario, acaba de lanzar un concurso nacional en la red social de Instagram, el cual consiste en motivar a los dominicanos a subir fotografías que reflejen la transformación de la República Dominicana durante el último siglo - fotografías que transmiten los cambios en infraestructura, urbanismo, telecomunicaciones, desarrollo industrial, avances científicos, entre otros.
The mechanics of the contest are fairly simple: follow the brand on Instagram (@Popularenlinea), upload up to three pictures including the hashtags #RD21 and #Popular50años, assign a title and description for the image, and presto. The ten best photos will take home prizes such as iPads, laptops and photography courses from Chavón.
La mecánica del concurso es sencilla: para concursar, la persona debe seguir la marca en Instagram (@Popularenlinea), subir hasta tres fotos con los hashtags #RD21 y #Popular50años, aplicar un título y descripción para la foto, y listo. Las diez mejores imágenes se llevarán premios tales como iPads, laptops y cursos de fotografía en Chavón.
To this moment, hundreds of pictures have already been submitted to the contest, triggering a connection between the bank and the people through visual content and social media - proving that universal truth: "A picture is worth a thousand words."
Hasta el momento, cientos de fotos han sido subidas a la plataforma de Instagram para el concurso, lo cual ha generado una dinámica interesante entre el banco y las personas mediante el contenido visual y las redes sociales - lo cual comprueba esa verdad universal: "Una imagen vale más que mil palabras."