Puerto Rico Ad Industry Holds Annual Creativity Awards
SAN JUAN – The Puerto Rico Advertising Association has held the 34th edition of its Cúspide National Advertising Festival to celebrate the creative contributions made in providing solutions to the challenges the island is facing. A record 497 entries were submitted.
Eleven agencies won the most awards, among them, J. Walter Thompson Puerto Rico with 24, Young & Rubicam with 12 and DDB Latina with nine. Of the 65 winning works, 45% were entries in the digital category.
“This year showed that the advertising industry is still relevant in the discussion of the issues we must address as a country. Not only did we have a record number of entries, but local agencies also stood out on demonstrating an interest in inserting themselves in global trends,” Cúspide 2016 director Lizzette Quiñones said.
The festival reflected the leading role women are increasingly playing in the local advertising industry.
“It is important to recognize that in six of the agencies, of the 13 finalists, us women hold leadership roles in the creative departments, as well as the presidency of the Advertising Association and, myself, as Cúspide’s director. We are breaking global curves, as statistics show only 5% of the creative departments are headed by women. This social situation puts us under the obligation to act assertively to bring about changes in cultures that have failed to break from the archaic understanding of what it means to be a woman. Through the University Student Workshop, we had the opportunity to inspire young people and raise our voice as a country, pushing for social change in places where the role of women is still at a disadvantage,” Quiñones added.
Statistics that show that globally about 15 million girls are forced to marry between the ages of 8 to 12, thus students developed social platforms geared to raise awareness and promote change. The winning piece will be presented to UNICEF as a communication tool in its efforts to promote global equality.
“We project a significant increase in the number of works to be submitted at the Cannes Film Festival, which shows an interest in having our best work represent us as a country. We again have a seat in the jury of that festival and are already considered an emerging creative market. We developed an educational platform to discuss relevant industry topics and brought the CEO of the Cannes Film Festival to Puerto Rico for the first time; and I cannot go without mentioning the pair participating in the Young Lions this time around,” Marta Siverio, president of the Advertising Association, said in a summary of the work conducted under her leadership this year.