Nicolás Monroy Interview(s)

Consumer trends are changing globally in very rapid ways. The way they behave in the conversion funnel and their journey is constantly changing. Therefore, the challenge in the creative industry and from the client is gigantic. That is why, being a jury on this occasion takes a lot of relevance for the creative weapons that are being taken worldwide to continue conquering consumers and being disruptive in a world that launches information every second.

This is too valuable, I have been fortunate to work on both sides, as a creative leader from copywriting and now as a brand coordinator for what they call "client". It is important to be able to evaluate ideas from the desire to be creative and disruptive but also to see how much this creativity manages to connect with business objectives and bring good results to companies. There is a lot of creativity that sounds tough but fails to position the brand with the consumer. That is the challenge today and that is why the hybrid jury is a good one.

Le permite a la industria creativa visibilizar su trabajo sin afectar el corto presupuesto que muchos buenos creativos tienen.

For me the perfect winner is the one that achieves an effective creative in which identifies that insight that may be very obvious but manages to use it in an effective and disruptive way to connect with its target audience and also connects or leads the user to an action that connects them with the values of the advertiser allowing them to start or strengthen their relationship between buyer and product.

The biggest impact is being made by AI implementations, new tools and these creatives that manage to be clear and simple yet impactful.

In Colombia, I would nominate Juan Gomez - Banco de Bogotá.

Nicolas Tellez - David Bogota

Jose Racioppi - 'Publicis Play Latam