Written by: Lisi Hansen, Media Director for Dentsu Argentina
Ahead of this year’s Festival of Media Latin America Awards, we caught up with one of our 2025 Gold winners,Lisi Hansen, Media Director for Dentsu Argentina to reflect on winning last year at the Festival of Media Latin America Awards. Dentsu Argentina won Gold for Best Local Execution of a Brand for their campaign ‘Netflix Argentina l Squid Game S2’.
In our interview, she shares her thoughts on what the Festival of Media Latin America Awards mean to her and her team and why she believes it is important for companies to enter the Festival of Media Latin America Awards
The final deadline has now officially passed for the Festival of Media Latin America Awards, however it is not to late to enter and now is your opportunity to showcase your work and lead the way in media across Latin America.
Contact our team and request an extension today: fomawards@festivalofmedia.com
How did it feel to win a Festival of Media Latin America Award, and what does this recognition mean to you and your team?
Winning Gold for Best Local Execution for the Squid Game campaign in Argentina was incredibly rewarding for the entire team. What made it particularly meaningful was being recognized for something that is at the heart of our work: taking a powerful global idea and translating it into an execution that feels genuinely relevant to the local audience.
It was also a recognition of the collaboration, attention to detail and local market knowledge behind the campaign. For us, the award celebrated not only the final execution, but also the teamwork and thinking that made it possible.
What impact has winning a Festival of Media Latin America Award had on your company or team, both internally and externally?
Internally, it was a great source of pride and motivation, but also an important validation that collaboration, local expertise and strong teamwork are the right path to creating impactful work.
Externally, it reinforced the value of working as one team with our clients, building on trust, shared ambition and close collaboration. The recognition not only celebrated the campaign itself, but also the way we worked together to bring it to life, encouraging us to continue strengthening that partnership and raising the bar together.
How do you see the media industry evolving in the next few years, and how are you adapting to these changes?
The media landscape is becoming increasingly fragmented, dynamic and data-driven, while at the same time consumers expect brands to be more relevant and culturally connected than ever.
I believe the opportunity lies in combining technology, data and automation with something fundamentally human: understanding audiences, culture and context. As the industry evolves, the challenge is to embrace new capabilities without losing sight of the creativity, cultural relevance and human connection that make media experiences truly resonate with audiences.
Has winning the Festival of Media Latin America Award helped you attract new business or strengthen existing client relationships?
Awards are not an objective in themselves, but they are a powerful validation of both the work and the partnership behind it. This recognition reinforced the value of a strong agency-client collaboration and demonstrated what can be achieved when global strategy, local expertise and a shared ambition come together.
It also gave us an opportunity to celebrate the success as one team and strengthened our commitment to continue challenging ourselves, raising the bar and creating work we can all be proud of.
Are there any new media channels, technologies, or trends you’re excited to explore in upcoming campaigns?
I’m particularly excited about the intersection of AI, data, emerging content environments and new forms of video consumption. Technology is opening up new possibilities for understanding audiences, identifying cultural signals and creating more relevant experiences at greater speed.
At the same time, I think one of the most interesting challenges will be finding unexpected ways to use both new and established media channels. Innovation is not always about being on the newest platform; sometimes it comes from using a familiar channel in a completely different and culturally relevant way.
