While the Effie is being judged at Comunidad, La Nación is doing the same for the Pregonero and Latin Spots is running the process with the Ojo de Iberoamérica. All at the same time.
The Pregonero award is the first one for next Thursday, October 27th. Then follows the Ojo in Buenos Aires on November 7, 8 and 9, to conclude with the Effie night on November 10. Tribu DDB is participating in all of them, with work for clients such as Credomatic, El Verdugo, Protecto, Videocentro and Universidad Latina, to name a few. Most are day-to-day, and some are agency initiatives. All are different, innovative and potentially winning, as well as challenging and fun.
The year-end awards, however, are very different. All celebrate creativity, though one does so at the Hispanic American level, one at the local level, and one does so with the effectiveness component included. Meanwhile, those who remained in the era of encyclopedia salesmen criticize the awards with one excuse or another. At the same time, those of us who see the world as one of open collaboration and broad competition are happy to embrace this vital dimension of our business.
At Tribu we have chosen to participate mainly in Cannes, Volcán, Antigua, Pregonero, Effie, Fiap and Ojo de Iberoamérica. We take the local ones as the national championships, where the agency’s exposure begins and projects itself to its natural market. Then we love Antigua as an increasingly Latin American regional one. Then we leave the Fiap and the Ojo as the prelude at a higher level to reach the great annual world championship at the Cannes Lions.
The creative talent in Tribu is constantly exercised. The participation program is intense and demands special efforts, sacrifice and a lot of work. Just as in the case of the athlete who wins in a Pan American or an Olympics, the training is strong, hard and heavy. There are no free lunches and every trip costs.
The main prize is a creative team that is fired up and capable of provoking, detonating and taking our clients’ brands to unexpected levels. The prize translates into the ease of attracting the best talent. The prize is the satisfaction of extraordinary creative products and the moments of great emotions they add. The prize is in the way you elevate the careers of your creatives. The prize is the forcefulness with which it points to a winning tribe. The award is the recognition that becomes a celebration, because what is celebrated, is repeated.
We are running Town Crier, Effie and Eye in parallel. We have several award nights ahead of us and with them, the daily work that is giving us so much satisfaction in Tribu. Especially because our clients are enjoying the benefits of winning creativity more and more every day, and because along the way, the results are there for all to see.
It is a virtuous circle. In growth. In joy.
