Awards & Judges

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Only one Hispanic agency won awards this year across TV, radio and print at Advertising Age's fourth annual Hispanic Creative Advertising Awards: the Vidal Partnership. The independent New York agency's work also was named Best of Show, given, unusually, to a radio campaign.

In all, Vidal picked up a Gold Radio award for Heineken, Silver TV and Magazine awards for Cingular Wireless ads and a Bronze for two McDonald's Corp. out-of-home ads.

Gold was a rarity this year. There were no Magazine, Newspaper or Out-of-Home Gold winners. Four agencies won TV Gold: Zubi Advertising, La Comunidad, Bcom3 Group-backed Bromley Communications and Omnicom Group-backed Del Rivero Messianu DDB.

The Interactive category was dominated by agencies' own Web sites. An exception was a campaign by WPP Group's Bravo Group for The New York Times' relaunched online Job Market.

LatinWorks, a 3-year-old agency in Austin, Texas, entered the competition for the first time and won three Bronzes.

More ad agencies from Puerto Rico entered work this year. McCann-Erickson Puerto Rico, San Juan, part of Interpublic Group of Cos., won two awards, and EJE Sociedad Publicitaria dominated the Newspaper category with a Silver and a Bronze for Suzuki ads.

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 show Sept. 14 at the Nikki Beach Club, a hot party venue and club in Miami's South Beach.

This year's nine judges-from Hispanic agencies, marketers and Ad Age-came from eight different homelands: Mexico, Puerto Rico, Argentina, Colombia, Venezuela, the Dominican Republic, Brazil and the U.S.

This year a leading international creative talent joined the jury.

Washington Olivetto, president of Brazilian ad agency W/Brasil, Sao Paulo, and Latin America's best-known adman, was invited to act as head judge.

Judges from Hispanic agencies were Roberto Alcazar, creative director of Casanova Pendrill Publicidad, Irvine, Calif.; Mauricio Galvan, creative director of the Vidal Partnership, New York; Jose Molla, director of La Comunidad, Miami Beach, Fla.; and Aldo Quevedo, executive creative director of Dieste Harmel & Partners, Dallas. Client judges were Giuseppe D'Alessandro, Pepsi-Cola Co.'s director of ethnic and urban marketing, and Karen Habib, director-Hispanic marketing at Viacom's Showtime Networks.

Jeff Bell, VP of Jeep marketing at DaimlerChrysler's Chrysler Group, was detained in Detroit by bad weather but participated in judging the Radio entries, which was done in advance, so helped choose the ad that became Best of Show.

From Ad Age: International Editor Laurel Wentz and Financial Editor Mercedes M. Cardona. AA editors judged the interactive category separately. Judges didn't vote on their own agencies' work. The descriptions of winning ads were written by editors Wentz and Cardona.

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