The U.S. Hispanic market will have a judge after all this year at the Cannes Lions International Festival of Creativity as LatinWorks' Sergio Alcocer was named this week to the film jury.
Mr. Alcocer, president and chief creative officer of the Austin-based U.S. Hispanic shop, was a Cannes judge in 2011 on the print jury.
For the last several years, one or two U.S. judges have come from the Hispanic market, but it didn't look like Latino agencies would be represented this year. The festival said Mr. Alcocer was added to the film jury because the category got more entries than anticipated. For the 60th anniversary of the festival next month, the Cannes organizers are mostly choosing ad industry execs who have judged before at Cannes.
Last year, Pablo Buffagni , who had just joined Grupo Gallegos as chief creative officer, was on the outdoor jury. In 2011, Mr. Alcocer served with Laurence Klinger, exec VP-chief creative officer of Lapiz, Leo Burnett's U.S. Hispanic agency.
The first judges from U.S. Hispanic agencies were named to Cannes juries in 2009. Monica Gadsby, CEO of SMG Multicultural, and Jose Molla, La Comunidad's founder and creative director, were on the media and outdoor juries. Since then, Ms. Gadsby has taken on the additional job of heading SMG's Latin America network.
Omnicom-backed LatinWorks is the third-biggest U.S. Hispanic shop, and was named Ad Age's Multicultural Agency of the Year in January 2013.