We had the joy of interviewing Oscar Carrera, Creative Director for Publimark Mullenlowe, one of our incredible winners from the 2024 Festival of Media Latin America Awards. Oscar shared what it is like to win a Festival of Media Award, the impact on the business internally and externally, the lessons he will apply to future campaigns, the best thing about entering industry awards and how they persuaded the client to enter the work.
How did it feel to win a Festival of Media Award, and what does this recognition mean to you and your team?
Winning at FOMLA was both exciting and motivating. It’s important to me and the team because it validates our ability to compete with the best in the industry, especially in a space where clients closely watch media expertise. We know this recognition says a
lot about the creative and technical strength of our work.
What impact has winning a Festival of Media Award had on your company or team, both internally and externally?
Internally, it has reinforced a long-standing vision of excelling in media strategy and execution. Externally, it has strengthened key client relationships, especially with those who value a bold, creative approach to maximizing the reach and impact of their campaigns.
How do you see the media industry evolving in the next few years, and how are you adapting to these changes?
The demand for personalized, data-driven experiences will keep growing—especially in Latin America, where technological adoption often lags. We’re expecting a boom in brand ecosystems that deliver tailor-made digital experiences, powered by data and focused on individuals.
Has winning the Festival of Media Award helped you attract new business or strengthen existing client relationships?
It has primarily strengthened our relationships with existing clients. One of the reasons they choose to work with us is our specialization in media strategy and performance. Winning at FOMLA further reinforces our reputation as experts and gives them one more reason to be proud of our partnership.
Are there any new media channels, technologies, or trends you’re excited to explore in upcoming campaigns?
The combination of IoT and AI seems to be the next big leap. As connected devices become more intelligent, they’ll offer brands new ways to create immersive, responsive experiences. Smart cities will also unlock highly personalized, physical brand interactions—taking digital experiences into the real world like never before.
What lessons from your winning campaign are you applying to future projects, and how do you plan to stay ahead in the competitive media space?
The key lesson: never underestimate the power of an immersive experience as a medium. It’s not just a tool—it’s a fully branded environment that removes distractions,sparks emotion, and leaves a lasting impression. We now constantly ask ourselves how we can design new, differentiated experiences for every brand we touch.
When did you first realise this campaign was award-worthy?
When we saw how deeply the low-vision filters allowed people to empathize with children from the hospital. It wasn’t just about the tech—it was a raw, powerful moment. That emotional impact turned invisible conditions into a visible, shareable conversation. Results confirmed what we already knew: it truly moved people.
Besides winning, what’s the best thing about entering industry awards?
Our industry is naturally competitive. Awards like FOMLA allow us all to grow by highlighting what we do best. It’s also a great space to connect with the people pushing boundaries and to keep our finger on the pulse of emerging technologies across the region.
How did you persuade the client to enter the work?
Fortunately, our client fully understands the value of award shows and supports the agency 100%. For the brand, it was important to invest in work that rebuilt trust with a key audience and generated meaningful visibility. After witnessing the emotional response to the campaign, entering FOMLA felt like a natural next step.
