Miami-based La Comunidad collected prizes for diverse and often wickedly irreverent work for Citibank, VH1, Subway Restaurants, Virgin Mobile, Nordstrom and Perry Ellis, including Best of Show (Broadcast) for VH1. For the first time, a second Best of Show was created for nonbroadcast media to highlight the arrestingly creative use of nontraditional outlets ranging from dusty cars to sidewalks, and an Advertiser of the Year award recognized the Toyota brand’s inspiringly creative work from three different Hispanic shops.
Twenty-six agencies won awards this year, chosen from a record 715 entries, up by more than 30% from 545 last year. Magazines were big gainers, with entries growing by 60% to 109 from 68 last year, and three Gold awards compared with just one in 2004. As the number of Hispanic magazines grows, major marketers are developing more and better Hispanic-targeted creative work.
The Hispanic Creative Advertising Awards contest is held in cooperation with the Association of Hispanic Advertising Agencies. This year’s winners were honored at an awards show Sept. 30 at New York’s Metropolitan Pavilion, organized by New York-based Hispanic ad agency Ole.
The president of the 2005 jury was one of the U.S. Hispanic market’s leading creatives, Luis Miguel Messianu, chief creative officer of Del Rivero Messianu DDB, Coral Gables, Fla. Three other top creative directors were on the jury: Laurence Klinger, senior VP-executive creative director, Lapiz, Chicago; Elias Weinstock, VP-senior creative director, Casanova Pendrill, Costa Mesa, Calif.; and Catarino Lopez, chief creative officer, Bromley Communications, San Antonio.
From marketers, Mario Davila, president of Toyota Puerto Rico, was a judge. Other senior marketers on the jury included Mauricio Troncoso, Procter & Gamble Co.’s former marketing director-U.S. Hispanic markets/Puerto Rico, who’s just moved from San Juan to the Cincinnati headquarters in a new general-market role; Manny Gonzalez, brand director-deluxe Scotch, Diageo North America; and Liz Perez Angeles, associate director-Hispanic marketing, Kraft Foods. Other judges were Chiqui Cartagena, a former Ad Age staffer who’s now managing director-multicultural communications, Meredith Integrated Marketing, and Laurel Wentz, Ad Age’s international and multicultural editor.
The Interactive category was judged separately by P.J. Pereira, executive creative director of online agency AKQA, San Francisco, and president of this year’s Cyber Lions jury at the Cannes International Advertising Festival.