I am very happy to receive the news of silver medals for Garnier BBDO and JWT Costa Rica at the Fiap, which brings the total to three statuettes for Costa Rica, adding the Bronze confirmed yesterday for Tribu in radio. That said, however, I can’t help but miss more awards for the country’s agencies, if we assume that we participate in a similar ratio to last year’s Caribbean.
We all know that a festival is a lottery, that each jury is different and that the criteria that prevail in one festival are not necessarily those that prevail in others. It is also clear that the level required at the Fiap is much higher than in the Caribbean and that, for what it’s worth, this time we were far from a participation to stand out.
The Ojo de Iberoamérica comes at the end of October, and therefore, it is important that we focus on preparing ourselves very well for the agreed participation decided by many of the country’s agencies in that festival. While it is true that there are many other festivals in the coming months, Cannes among them, we recognize that we must burn stages and build from the ground up. In order to project ourselves as a country, as we did in the Caribbean, we must add awards together and stand out.
I insist that it is not a matter of standing out for the pleasure of shining, but for the collective aspiration of accessing regional accounts, winning larger projects and reaching opportunities that go beyond our borders. Moreover, we know that the more creative we are, the better we connect brands and people, the more value we add to brands, and therefore, the better we serve our clients’ businesses. As an end result, our agencies will grow and thus have more to share.
It is about finding ways to share success and not mediocrity, to reach unsuspected levels, rather than settling for what we have, to move forward and particularly to focus on the essence of our business. We must defend together the conviction that we win more if we all win.
Better ideas than saws.