The awards are being moved partly to take advantage of fresher
work that breaks later in the year and missed the earlier deadlines
of previous years when the show happened in April. Luis Miguel
Messianu, creative chairman and CEO of Hispanic shop Alma and also chairman of Circulo Creativo,
which organizes the awards, said there is "clearly a gap" between
April and June, a period when agencies prepare a lot of new work to
send to the Cannes festival.
The call for entries for the U.S.H. Idea
Awards will open this summer for work by Hispanic shops and
general market agencies targeting Hispanic consumers.
Circulo Creativo acknowledged at last year's show the total
absence of women on the 22-person jury and promised to do better
this year. In addition to adding female judges, this year's jury
president will be Fernanda Romano, founder and creative partner at
Ms. Romano worked as a digital creative at DM9 DDB in her native Brazil before joining Lowe
New York as executive creative director in 2005, then held global
creative director positions at several agencies in Madrid and
London before moving back to New York. In 2012 she took on a dual
role at Naked Communications, building a
content offering in New York while opening a Brazil office as
partner and chief creative officer.
Ms. Romano has been a Cyber Grand Prix winner at the Cannes
Lions festival, She was named one of Ad Age's Women to Watch in
2007, and one of Ad Age's 100 Most Influential Women in the
last 100 years in 2012. When Ad Age's editorial partner Meio &
Mensagem launched Women to Watch Brazil in 2013, Ms. Romano was one
of the honorees, making her the first person to be named one of Ad
Age's Women to Watch in more than one country.
Circulo always names an international creative leader who is not
part of the U.S. Hispanic market as the jury president; last year
Jaime Rosado, regional creative director at JWT Puerto Rico, and Cesar Agost
Carreno, regional creative director and creative VP at Ogilvy Latin
America, shared that role.
Gustavo Lauria, co-founder of New York startup We Believers and
president of Circulo Creativo, said there were about 60 winners at
last year's U.S.H. Idea awards. A main feature of the awards is the
jury's selection from among the winners of the top five ideas of
the year. Last year's top five ideas came from four U.S. Hispanic
shops: independents Grupo Gallegos and We Believers, Saatchi
& Saatchi's Conill and Leo Burnett's Lapiz.
Separately, the call for entries has opened for U.S. Hispanic
agencies to enter the Wave Festival for Latin America. The deadline
is March 25. (Ad Age participates in the Wave Festival, organized
in Rio de Janeiro by Ad Age's partner in Brazil, Meio &
Mensagem). Read more about the Wave here and enter the Wave here.