Not at all! The next Pregonero is not just another one, as it comes at a crucial stage of Costa Rica’s advertising creativity. Let’s take a look at some factors.
Never before has a Pregonero taken place in a country with four Cannes Lions won by a Costa Rican agency. Never before has a Town Crier been given in the Caribbean winning country of Panama. In the past, no Pregonero has been given among agencies winning at Clio, San Sebastian, Ojo and more festivals around the world. However we look at it, the context of this edition of the Pregonero is unique in its history.
This is the first Pregonero that takes place in the year in which La Nación, patron of the contest for all these years, lent all its resources and supported a Young Lions, which boosted creativity among young people in the country, and even sent the winning couple to Cannes. So much so, that at the next meeting in Cannes, La Nación will deserve a very special mention for its sponsorship of the Young Lions, for its support and encouragement of creativity.
The next Town Crier happens for the first time, in my opinion, in a market that is beginning to mature and understand the competitive world of creativity, and that accepts agency initiatives, free proposals and developments of strict creative stimulus. In one line, a market that goes from naivety and moves to the fight, with a contest like the Pregonero that starts the season or ends it, depending on how you decide to see it, and that gives us the opportunity to measure ourselves against each other on another stage.
The next Pregonero takes place a few months after the publication of a supplement on Publicist’s Day, with all the associated agencies signing the back cover with a collective proposal to turn Costa Rica into a creative country. It is also the year in which we managed to agree, in the midst of a sea of differences, on the idea of being more creative, of breaking more and of being rebels against the status quo. For this reason, the next Pregonero is not just one more. And for this reason, it is possibly the most important Pregonero of all those that La Nación has created, produced and sponsored.
For the advertising creativity of our country, without a doubt, next Thursday is an important one. I cannot leave these keys, however, without thanking La Nación for its Pregonero. It is an institution, it is a great creative contest, it is a tradition to applaud standing up.
Cheers!
