Miami, 14 October 2011: The Festival of Media LatAm today announces the winners for the first ever full awards programme, celebrated tonight at a ceremony attended by more than 300 delegates representing leading brands, media owners and media agencies from across the region.
BEST IN SHOW
Starcom MediaVest Group walked away with the ‘Network of the Year’ award, following three different wins from Starcom agencies: ‘Best Communication/Entertainment Platform for ‘El corresponsal davivienda’ and Best Event/Activation for ‘Coca-Cola autocine’ (both Starcom Colombia), as well as Best Use of TV for ‘Duracell 20 percent more’ (Starcom Puerto Rico). This repeats the success it enjoyed in Montreux earlier this year, when Starcom MediaVest Group was also awarded Network of the Year at The Festival of Media Global 2011.
From more than 30 independent and specialist agencies that made it through to the shortlist, Mindshare Colombia was awarded Agency of the Year. ‘We made the incredible happen’ was the only campaign to walk away with more than one award. It won Best Communications Strategy and The Effectiveness Award.
Advertiser of the Year was awarded to Nestlé, in recognition of the high number of shortlisted entries and the brand’s consistently strong performance throughout the judging process.
COLOMBIA LEADS THE WAY
A shortlist of more than 60 entries from seven different Latin American countries was selected from over 160 submissions, with Colombian campaigns triumphing across eight categories. Notable campaigns included ‘The Fallen Axe angels in Bogotá, created by Initiative Colombia, which was awarded Best Use of Outdoor. This creative execution was highlighted by the judges as being an interesting example of a highly-effective local application of a global campaign.
Venezuelan work was recognised in the Best Use of Digital Landscape category, where La Web Mercadeo Interactivo won for ‘Movistar time to share’. The results overall challenged the notion that Brazil and Argentina are the main creative powerhouses in the region.
MEDIA ACCELERATOR PROGRAMME (M.A.P.)
M.A.P. – a global initiative designed to bring groundbreaking technology businesses together with dynamic solutions for the media industry also revealed its winner today - KIDBOX’s web service that customises internet content so children may access it in a safe environment.
THOUGHTS FROM THE FESTIVAL
Charlie Crowe, founder of The Festival of Media and C Squared chief executive comments: “With the support of the industry across Latin America we have managed to establish the first truly regional media awards programme. We hope this now goes from strength to strength, thanks to all the agencies, clients and media from 16 countries who entered.”
Adriana Mendizabal, former global marketing executive, Visa, and jury chair, comments: “The most important thing about The Festival of Media LatAm awards is the fact that it sets a standard of quality for the region, in particular because this was the first year with a full awards programme recognising so many categories. It is a wonderful opportunity for us as an industry to have a benchmark we can improve on year-on-year. That was the fundamental responsibility the jury had; and therefore we had to be extremely thoughtful because this will be an influence for the work we all do going forward. It was great to see how Latin America is excelling in the use of traditional media like TV and radio. The challenge that we have as an industry in the future is in terms of creating world class cases in emerging technologies and new entertainment platforms.”