LATIN AMERICAN BUSINESSES AND BRANDS SET GLOBAL STANDARDS AT FESTIVAL OF MEDIA LATAM AWARDS
- LatAm's agency, network,
campaign and advertiser of the year revealed-
-Colombia leads the awards
table but 8 countries achieve glory-
Miami: 26th September 2012. Latin American brands
and businesses have performed on a level with global companies such
as Coca-Cola, Nike and HP having scooped half of the total awards
haul at this year's Festival of Media
The success for companies as diverse as Copa Airlines, Dominican
Republic's La Sirena store and Venezuela's Movistar ensured a real
sense of celebration at the event in front of some of the most
senior media industry luminaries at Miami Beach last night.
The success was truly pan-regional with 8 different countries
winning awards in the 12 categories. Competition had been
fiercer than ever, with double the amount of entries than in
Pages BBDO / OMD Dominican Republic won the coveted
Agency of the Year title having secured accolades for
two different campaigns. 'Fashion for Less' won Best
Communications Strategy and 'Try It On' - which let the
women of the Dominican Republic try life-size paper cut outs of
outfits - was highly commended in the Best Engagement Strategy
category. Both campaigns were for Dominican retailer La Sirena.
Z+ Brazil won Campaign of the Year for
The 'Einstein Blood Bank' initiative for Hospital Albert Einstein
in Sao Paolo, which saw pouches of real blood placed in chiller
shelves in key convenience stores in the city. The campaign
generated enough donations to save 4,000 patients, securing the
Best Event / Experiential award as well as a highly
commended in the Public Service award.
Renault took the title of most successful brand on
the night, with two wins for Best Entertainment
Platform and Best Effectiveness Award, securing
the title of overall Advertiser of the Year.
MPG, responsible for the two Renault campaigns,
also won with Nike, making them the agency Network of the
Colombia achieved most notable success, having
already swept the board at shortlist stage, getting more campaigns
than twice its nearest country-competitor through to the
finals. It won 3 of the 12 awards: for the Best Use of
Emerging Technology award, Effectiveness award
and Public Service award.
Brazil had the most campaigns recognised, securing
2 main awards and three highly commended.
One of the categories most admired by the judges was the
Best Engagement Strategy award which included a
campaign for coat hangers displaying Facebook 'like' numbers for
the item hanging from it for C&A Brazil.
An equally successful category was the Creative Use of
Media award, won by El Bocon of Peru for their removal of
text to create 'empty pages', following the tragic death of a
Overall, improvement was seen in the standard of digital
entries, however the judges also identified an opportunity to take
digital campaigns to the next level, citing a willingness to
embrace and experiment with new technologies as key.
Talking about the awards, Chair of the judges and Vice President
Global Integrated Media Communications, Colgate-Palmolive, Nadine
McHugh said "The most exciting thing about media is that right now,
in our industry, if you can think it, you can create it. The
results of the Festival of Media LatAm awards show us that this is
happening in countries right across the region as well as globally
which is truly inspirational for my colleagues in the sector".
The winner of the Media Accelerator Programme (MAP) was also
announced. Uruguayan start-up ComparTeVe won the title 'Hot
Company of the Year', voted for by the 700 attending
delegates. ComparTeVe is a second-screen service provider
which works out what you are watching and allows you to interact
with your favourite TV shows. The offer for TV stations and brands
is a Business Intelligence platform.
Festival Founder Charlie Crowe concluded: "Global brands no
longer dominate the region and incredible creativity as well
exemplary execution are singing out from multiple countries. At C
Squared, we are working to establish a benchmark of campaign
quality which will ensure the Festival awards continue to be the
pre-eminent hallmark of excellence."