Women to Watch 06

Hispanic derring-do

Published on .

Several major marketers are doing more daring creative work in their Spanish-language advertising than in the general market. Anheuser-Busch was brave to approve the Bud Light spot "Centerfold"-involving a young man, his tongue, a magazine centerfold and of course beer-that is the Best of Show winner in Advertising Age's third annual Hispanic Creative Advertising Awards. Dieste & Partners, Dallas, created the spot.

And Procter & Gamble Co., striving to make its stodgy advertising more creative, has a more than willing accomplice in Bcom3 Group's Bromley Communications, San Antonio. Bromley won a Gold and two Bronze awards for its work on Charmin toilet paper and other brands.

Total entries grew by 17% this year to 472 from 402 last year. The out-of-home category, however, was extremely poor, and no Gold or Silver awards were handed out. The fledgling Internet category drew just 10 entries. The best, a Web site for New York Hispanic agency Reynardus & Moya, won a Silver award.

The Hispanic Creative Advertising Awards competition is held in cooperation with the Association of Hispanic Advertising Agencies. This year's winners were honored at an awards dinner Sept. 8 at AHAA's semiannual conference in New Orleans.

The jury for Advertising Age's Hispanic Creative Advertising Awards consisted of four agency creative directors, three client-side Hispanic ad executives and two Ad Age editors.

Judges from Hispanic agencies were Hector Prado, creative director, Bromley Communica-tions, San Antonio; Jorge Moya, executive creative director, Reynardus & Moya, New York; and Tere Davila, former creative director of Lopito, Ileana & Howie, San Juan, Puerto Rico. Tony Hidalgo, VP-creative services director of Leo Burnett, Mexico City, added a perspective from outside the U.S. market.

Client judges were Hector Placencia, director-ethnic marketing, Gateway; Carmen Sepulveda, exec VP-branding and campaign management, MetLife Bank; and Manny Rodriguez, senior product manager-Claritin consumer marketing, Schering-Plough Corp.

From Ad Age: International Editor Laurel Wentz and Financial Editor Mercedes M. Cardona.

Judges didn't vote on their own agencies' work. AA editors judged a small interactive category separately in consultation with the Association of Hispanic Advertising Agencies.

Most Popular