I have just returned from the closing party of the Antigua Festival, with a mixture of emotions that although I find positive in the final balance, they originate in satisfactions and also frustrations. First and foremost, Costa Rica’s role was visible, clear, exciting and threatening as well, with applauded awards for Ogilvy, Publimark Lowe and Garnier BBDO.
At the same time, the presence of creative passion was completely Central American, although it is true that Tribu did not make it past its finalists at the statuette level and the festival in Guatemala is as imposing as it is intimidating, for they do not deny you a dollar, a sponsor, an effort, an instant. I enjoyed applauding and whistling at the top of my lungs in favor of the Costa Rican awards, just as I felt the pressure especially from Guatemala and the Dominican Republic in their competitive level, although it is fairer to say in the latter case, from Pagés BBDO.
Ogilvy Costa Rica was the second most awarded agency of the Guatemalan festival, as expected from its brilliant Caribbean, while Publimark Lowe celebrated and took three statuettes, two of them for its already famous Slate, winner among others in San Sebastian. For its part, Garnier BBDO raised Jades of various colors for winning pieces. In turn, Ogivly Costa Rica was the agency for its country, with a performance that almost led it to repeat its triumph last February in Panama.
Having said all this, the Antigua Festival brought no surprises as BBDO Guatemala was the agency of the year once again, and won by far what was expected of its impressive and fabulous work. Meanwhile, Ogilvy Guatemala put up a big fight and proved that 2009 will bring enough Jades to threaten BBDO from its recently ratified position. Likewise, Leo Burnett Guatemala indicated that their recent changes can go a long way, as in just six months they have brought to compete a few pieces indicative of their competing creative north.
However, it is clear that at the regional level the predominant networks are precisely BBDO and Ogivly, with JWT in third but distant place. Then, the other networks reach an award here or there, while others, such as Saatchi Saatchi with three agencies in the region, Creación, Mass and Tribu, come out empty-handed and clearly marked by our absence in the Chapín scenario this year. Perhaps moved by my first 10 years of advertising life in that network, I still think that the great absentee is McCann-Erickson, as from the Costa Rican point of view I think the same of jotabeqú, powerful agency of all my respects. That said, however, I reiterate the joy of seeing a creative Costa Rica, determined and focused on its winning destiny.
LatinSpots and Adlatina will be coming out with the results in detail, as well as on the Festival sites, so I won’t overdo it with repetitions. However, for what it’s worth to the readers of this blog, Antigua is a growing festival whose energy will only bring more to UGAP and its fired-up organizers. Many agencies from Central America and the Dominican Republic have yet to participate, and because of this, I repeat that we can anticipate that Antigua will continue to grow in the future.
To Andres, Ernesto, Pauline, to everyone at UGAP, a heartfelt thank you for your hospitality and affection, and a thousand congratulations for the successes achieved.
Cheers!