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Effie Latam 2020 Los Ganadores Del Premio Más Importante De La Región

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Effie Latam 2020 Los Ganadores Del Premio Más Importante De La Región Abril 2021 #120 ESPECIAL ARGENTINA adlatina.com Effie Latam 2020 los ganadores del premio más importante de la región Bancolombia, OMD, Almacenes Éxito, Sancho BBDO, BBDO, Gut, AB InBev y Chevrolet. sumario #120 LA BÚSQUEDA DE INTEGRACIÓN DEL SECTOR Agencias Argentinas Espacio colaborativo con pluralidad de voces. PRESIDENTE DE LA CAAM Sebastián Civit El desafío de 5° EDICIÓN distribuir contenido Effie Latam eficientemente. Bancolombia, OMD, Almacenes Éxito, Sancho BBDO, BBDO, AB Inbev, Gut y Chevrolet, los grandes ganadores. Editorial Jorge Raúl Martínez Entrevista con Sebastián Civit Moschini Directorio Argentina Editorial Natalia V. Biscione DOERS: Laura Visco Cobertura Effie Awards Latam Investigación-Branding: MTV Especial Mercado Argentino AdAge: Ser productivo y estar La llegada de AA a la industria “quemado” de la cabeza a la vez ESPERANZAS, INCERTIDUMBRES Y CAMBIOS POSTPANDEMIA Especial mercado argentino Virtualidad, regreso a las compañías, conexión con el consumidor y comunicación real. DOERS INVESTIGACIÓN-BRANDING: MTV Laura Visco Del escenario a la TV Un recorrido por su carrera La revolución de la televisión por y la actualidad de la industria. cable y del mundo de la música. AdAge: Cómo pueden las agencias enfrentar crisis imprevistas priorizando a las personas Staff Las 20 de adlatina.com Selección TV: Especial Oros Effie Latam NOTA DEL EDITOR REACCIÓN O INDOLENCIA ANTE UN CAMBIO DRAMÁTICO DE ESCENARIO Las plumas no eran para volar Jorge Raúl Martínez Moschini Director de Adlatina l WPP Group publicó sus resultados a un año de haber envia- E do a sus cien mil empleados a trabajar desde sus casas durante la pandemia, y como otras compañías de holding, el tema coherente es que los números no son tan bajos como pare- cía, sugiere un artículo de Ad Age. Específicamente, Mark Read -CEO de WPP- dijo que las ventas netas de la compañía pasaron desde una caída del 15,1% en el segundo trimestre de 2020 a una baja del 7,6% en el tercer tri- mestre y de un 6,5% en el cuarto. “A pesar de que nuestras ven- tas netas bajaron un 3,2%, y que tuvimos una declinación del 1,4% en nuestro margen operativo, nuestra deuda neta del año se ubicó en 700 millones de euros, la más baja desde 2004”. EDITORIAL MIRAR LAS EXPECTATIVAS COMO UN PRIVILEGIO Y NO COMO UNA CARGA ¿Buscamos la presión o huimos de ella? Por Natalia V. Biscione Secretaria de Redacción Adlatina Magazine ace un tiempo me recomendaron mirar la serie “El manual de H juego”, que consta de seis capítulos en los que entrenadores de diversos deportes cuentan anécdotas sobre su carrera a modo de enseñanzas de vida. El primero de ellos corresponde a Doc Rivers, el mítico entrenador que llevó a Boston Celtics a ganar el anillo de la NBA, tras vencer en la final nada menos que a Los Ángeles Lakers. La entrevista completa no tiene desperdicio, pero entre sus lecciones me quedé con el concepto de entender la presión como un privilegio. “No debes huir de un legado o de una presión, ni de las expectativas: debes correr hacia ellos -dice Doc Rivers-. No tienes muchas situaciones de presión en la vida. Si te pones en una de esas, es porque trabajaste por ello, te lo ganaste”. Effie Latam SANCHO BBDO, AB INBEV, GUT, ALMACENES ÉXITO, OMD, BBDO, BANCOLOMBIA Y CHEVROLET, LOS GRANDES GANADORES Effie Latam es un termómetro Líderes de las agencias y empresas que fueron distinguidas como agencia del año, anunciante del año, agencia independiente del año, marcas del año, agencia de medios del año, red del año y la agencia y el anunciante que obtuvieron el Gran Effie contaron sus sensaciones tras haber sido premiados en un año tan especial: felicidad, materialización de sueño, energía para seguir, los calificativos para los Effie Awards Latin America son inagotables. Gran Effie El poder de los centennials, de Sancho BBDO y OMD para Bancolombia Agencia contribuyente: Dirty Kitchen, Colombia. n una ceremonia de premios virtual que duró poco menos E de una hora y media, 25 casos recibieron en total 29 oros, y a ellos se sumaron 33 platas y 29 bronces. El Gran Effie fue para “El poder de los centennials”, de la oficina colombiana de BBDO y OMD para Bancolombia. Además de Sancho BBDO como agencia del año, los otros grandes ganadores de la noche fueron Gut (agencia independiente), OMD (agencia de medios), BBDO (red regional), Almacenes Éxito (marca) y AB InBev Latinoamérica (anunciante). Por su parte, Chevrolet fue la marca que más premios recibió a nivel regional. Effie Latam La presentadora del momento Red Carpet fue Heisel Mora, quien fue convocando, uno a uno, a todos los invitados cuyas voces pusieron marco al evento. Stefanie Klinge, creative development brand director de Kantar Latam, dio algunos consejos sobre cómo elaborar un caso que pueda tener éxito en Effie. Felipe de Stefani, SVP regional ad sales, general manager de WarnerMedia Argentina y co-general manager de WarnerMedia Brasil, detalló cuáles fueron, a su juicio, los principales desafíos que enfrentó la industria en 25 casos recibieron en total este año de pandemia. 29 oros, y a ellos se sumaron Maren Lau, VP de Facebook 33 platas y 29 bronces. para América Latina, relató cómo definiría ella el año 2020 desde la perspectiva de la publicidad y dio una primera pista sobre un anuncio que su empresa y Effie harían, juntos, más adelante en la ceremonia. Fernando Fascioli, presidente de McCann World Latinoamérica y Caribe, subrayó cuáles son los desafíos que enfrenta la industria en este contexto de transformación digital atravesada por una situación fuera de serie que, según él, generaron un “momento darwiniano del marketing”. Xavier Serrano, CEO regional de Geometry Global Middle Americas, explicó cómo define él el concepto de efectividad que Effie estaba celebrando anoche. Jill Whalen, SVP de international development de Effie Worldwide, explicó: “Effie celebra las ideas que funcionan”. La palabra de los ganadores Adriana Arismendi Andrés Carvajal Juan Fernando Niño Gaston Bigio Fabio Baracho Javier Quintero Camilo Reina Adrian Enciso Hermann Mahnke Effie Latam LOS PRINCIPALES GANADORES Gran Effie: “El poder de los centennials”, de Sancho BBDO y OMD para Bancolombia, Grupo Bancolombia. Agencia contribuyente: Dirty Kitchen. (Colombia). Agencia del año: Sancho BBDO. Agencia independiente del año: Gut. Agencia de medios del año: OMD Colombia. Juan Carlos Ortiz, presidente de DDB Latina y director creativo de DDB Américas, presentó la palabra reset ―”reiniciar la computadora”, según él― como el gran reto que está llegando. Louise McKerrow, directora de branding en Mercado Libre, insistió con que los consumidores están esperando que las marcas tomen un rol de liderazgo. Clarissa Pantoja, directora de Corona México, afirmó que los premios Effie son la gran prueba de que la creatividad puede generar “fuertísimos impactos”. Opinan las agencias y anunciantes que lograron premios dorados Parte 1 Diego Medvedocky Diego Pomareda Presidente y CCO de Grey Latam Marketing director global brands, craft and RTDs de AB InBev Carolina Belzunce Colombia Gerenta de marketing de Itaú Argentina Hugo Rodrigues Chairman & CEO de WMcCann Brasil Juan Pablo Álvarez VP creativo de Ogilvy Colombia y Poliana Sousa CCO de Ogilvy Andean Líder de Coca-Cola TM para Latinoamérica David Vargas Cofundador y director de Hermann Mahnke comunicaciones de Fundación Director ejecutivo de marketing de Colombia con Memoria General Motors Sudamérica: Mario Lagos / Joaquín Cubría Juan Camilo Laverde CCO de Gut Head of planning & creative content / CCO de Sancho BBDO Colombia Louise McKerrow Directora de Branding Mercado Juan Camilo Gomez Libre Argentina Brand director de Almacenes Éxito Colombia Jorge Becerra VP de planning de DDB Colombia Opinan las agencias y anunciantes que lograron premios dorados Parte 2 Christian Rosli / Ornella Raffaghello Joaquin Campins Marketing Consumer Director - DGCs de BBDO Argentina Danone Specialized Nutrition Nicolás Martí Sergio León Social beverages marketing senior Chief content & experience officer director Latam de Pepsico de Sancho BBDO Carlos Carrillo Diana Ávila Fundador y CEO de Trendsétera Gerenta de marketing de buses y camiones para Chile, Colombia, Clarissa Pantoja Ecuador y Perú de Chevrolet Directora de Corona México Andrea Gomero / Regina Campanini Sergio Franco Directora de planning de Don Directora de marcas / DGC de Fahrenheit DDB Marcelo Romeo Gerente de marketing, Rosana Vilcarromero comunicaciones y prensa de Grupo Gerenta de marketing de Newsan Supermercados Peruanos Plaza Vea Javier Quintero / Lisandro Cardozo Micaela Suaya CCO Grey Argentina Head of Strategy & Business Development / Estratega Fabio Baracho VP de Marketing de Grupo Modelo LA PREMIACIÓN El comienzo de la ceremonia de entrega de premios propiamente dicha permitió a los profesionales de la industria reencontrarse con Alejandra Oraa, periodista colombiana de CNN que en Cartagena de Indias había conducido hasta ahora personalmente las cuatro ediciones anteriores de los Effie Awards Latin America. Presentada por Oraa, la bienvenida estuvo a cargo de Belén Martínez Cima, directora ejecutiva del Adlatina Group y miembro del Effie Global Partner Council. Martínez Cima explicó que la participación en esta edición de 2020 fue prácticamente igual a la de 2019, que más de 700 jurados evaluaron las piezas y que la participación de Hernán Tantardini como presidente del jurado fue invalorable. Traci Alford, CEO de Effie Worldwide, primero agradeció a la industria que los apoyó en un momento difícil; luego remarcó que debieron ser ágiles y demostrar buenos reflejos para no perder el paso; y finalmente destacó que este año Effie está lanzando a escala global el Best of the Best y el primer y único Iridium Effie. Luego fue el turno del citado Tantardini, senior VP y general manager de la savory business unit de PepsiCo México Foods y presidente del jurado de Effie Latam 2020, quien resaltó que en esta edición de los premios hubo muchísimos casos que mostraron “ese ADN perfectamente latino de adaptación al cambio”.
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