Other top creative directors on the jury include Pablo Buffagni, VP-creative director at Publicis Groupe's Conill, Los Angeles, and president until last year of Circulo Creativo; Mauricio Galvan, managing partner and executive creative director at the Vidal Partnership, New York, the largest independent U.S. Hispanic agency; and Jaime Rosado, JWT's VP-regional creative director for Puerto Rico and the Caribbean, San Juan. Mr. Rosado was the winner at last year's awards of a new Best of Show created for nonbroadcast media, inspired by his no-frills entry "Wash Me," a stencil sponged on dusty cars that advertised Delivery Car Wash and provided a phone number.
From the marketing side
The jury also includes senior Hispanic marketers. Sonia Green, the first director of diversity marketing and sales-Hispanic at General Motors Corp., the No. 2 Hispanic advertiser, is now in the field as director-Florida Initiative at GM. Rick Marroquin is director of marketing-U.S. Hispanic at McDonald's USA, and Georg Rasinski is senior brand manager at Cadbury Schweppes' Clamato. Regina O'Brien, senior director-national advertising & marketing communications at Comcast, has the distinction of being one of the few U.S. clients to attend FIAP, the leading Latin American ad festival held every year in Buenos Aires, Argentina.
The Hispanic Creative Awards are done in cooperation with the Association of Hispanic Advertising Agencies. Alex Lopez Negrete, AHAA's chairman until April 2006 and president-CEO of Lopez Negrete Communications, will represent AHAA at the judging. The winners will be announced at an awards show in Miami on Sept. 21, and in Advertising Age and on AdAge.com.
The final deadline is this week for all entries for this year's awards. To download entry forms, go to AdAge.com.
The U.S. Hispanic market looks set for double-digit growth this year, according to TNS Media Intelligence. During the first quarter of 2006, spending on Spanish-language media grew by 14% to $1.05, up from $921.3 million for the same period last year, TNS reported last week.