Latin America and Ad Festivals

Latin America is a region celebrated for its artistic heritage, yet creativity in advertising has had an uneven development probably associated with the many economic upheavals that characterize it.

Brazil has always been the powerhouse.  In 2011 it was ranked 7th in the world by the Won report. A Brazilian agency is widely regarded as one of the world’s top creative agencies, it has ranked for the last few years as the number 1 or 2 most awarded advertising agency worldwide.  Argentinians have had a very visible presence in Europe, particularly London, Madrid and Barcelona, especially after fleeing the economic crisis in the last decade of the twentieth century.  It is interesting to note that quite a few global campaigns are created in Latin America or by people from Latin America, as is the case for Coca-Cola or Volkswagen as well as for P&G or Unilever.

Cannes is no stranger to these countries.  For 2012 there are 31 Latin American juries spread across all fifteen categories.  Word has it that this year there are more entries than ever from this region.  Doesn´t surprise me, considering the boom in Brazil and the optimistic outlook in most of the continent.  Last year, there were a total of 29 Lions won in the region including one Gold Lion each for Argentina and Mexico, as well as 19 other Lions for Argentina and 8 for Brazil.

Passion for creativity is alive and well throughout the continent.  There are a number of regional Festivals; the first of the year is the Caribbean Festival, followed by El Ojo de Iberoamérica in Buenos Aires in April, FIAP that has moved to Miami in late April and El Sol in San Sebastián, which happens along with the San Sebastián Film Festival in May and finally in November el Ojo de Iberoamérica.

Film production is also very important in Latin America, brands as diverse as Cartier, Sony, Master Card, and BMW have shot commercials for use abroad.  In Argentina alone more than a hundred of those commercials are shot a year.  The combination of talent, location and crew at reasonable prices (no cheap anymore) are a big draw every year.

2012 promises to be a great year for the region in many ways, I sure hope creative development is one of them.

Margaret Rose Grigsby Latin America Development Director Worldwide Partners WPI

  • Roger Wade

    Thanks for your lessons in corporate storytelling, but like all tales its just a work of fiction. The facts are the following:

    Nugget of truth: Boxpark is a home for both small and larger brands, international and local. What we have stated is that we are not a home for high street fascias. We have politely turned down requests from numerous high street retailers, and have choosen smaller operators. For instance, we were approached by most major international coffee operators and choose to work with a small one unit London based, Foxcroft and Ginger. When we have worked with larger brands like Nike and Diesel, both of these brands are bringing a unique concept to Boxpark. Diesel, has the only 55DSL flagship store in the UK, and Nike is bringing a brand new concept store in Spring 2012.

    Be consistent: If you actually researched, and came to the Boxpark press launch, we have never preached to be global. We have positively discrimated towards smaller local brands, like Namo ( a local vietnamese restaurant) Art Against Knives ( a local based charity) Smiley/Abuse ( both local based stores with their 1st UK stores. We have attracted some large international brands, but we have asked them to create something special at Boxpark.

    Have a vision: Again if you actually researched, Boxpark has a five year lease. We are the the World’s 1st Pop Up mall. We want to create a special brand offering to our customers, and have selected a unique combination of brands.

    Avoid the generic: We are trying to break the mould for retail developments. We have focused on the strength of their brand not their financial covenants.

    Come on Louise, give us a break. I have spent 20 years actually building up brands like Boxfresh, and Carhartt in the UK. We are really trying to create something special at Boxpark. Stop preaching your ABC of brand building, and actually roll up your sleeves, and do your homework !

  • Louise Kennedy

    Thanks for commenting Roger, it’s really good to spark up some debate but I’d like to just clarify a few of my points. I must stress that my post was based on viewing your proposition as a consumer, not a branding bod. 

    I think the idea behind Boxpark is fantastic. You talk about a fertile community of smaller brands – I understand now that by that you mean some well known brand outlets with specialist/non-high street fascias as well as smaller boutique brands. This is a new and interesting concept, but it feels to me that interpretation is left open to the consumer. I think all the consumer may see is ‘a community of smaller brands’ on your website, turn up and see Nike and Levi’s and then make an instant judgement – much like I did! 

    I didn’t come to the Boxpark press launch, but nor did some of your consumers. It’s great that you’re focusing on smaller brands, but if Nike et al are going to be there, you need to make it clear to the consumer that they’re offering something special. As a passer by, I didn’t realise that, so others won’t.

    It’s great you have a five year lease, but even if I knew that, the consumer wouldn’t. To the consumer ‘Pop up’ means temporary, it could be gone in a few months for all people know unless you tell them you will be around for a while. By being the World’s First Pop-Up Mall, that doesn’t mean that the consumer will deduce that you aren’t temporary. 

    You’re trying to break the mould, which again, is a great proposition. But when you use words like ‘modern’ and ‘innovative’ and ‘talented’, they are generics. Claim after claim. I think you can say a lot more by saying a lot less. 

    Once again, I think your concept is exciting and unique and I identify with what you’re trying to do, but in my opinion, could do with a bit of streamlining so that your claims aren’t up for debate.

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