Laura Florence currently holds the position of executive creative director at Havas Health & You Brasil
With 30 years of experience (DM9, Ogilvy, Publicis, R/GA and Dentsu Creative), Laura Florence currently holds the position of executive creative director at Havas Health & You Brasil. Juror for the second time at Cannes Lions, this time in the Health & Wellness area, she is proud to have guided more than 60 women in the communications industry.
“I can navigate all disciplines of communications: online, offline, content, performance, retail, consulting, and even complicated DTC and HCP healthcare communications, without losing creativity in adapting to regulations,” she says.
Passion
Advertising is not my only passion. I am also the author of a book and host the podcast ‘Job para Além’. Additionally, I am a proud atypical mother and an activist for diversity and the feminist cause. As a member of the Ad Week D&I Council and co-founder of MORE GRLS, I seek to create more opportunities, visibility and value for women leaders across all their intersectionalities.
Preparation
Always write down the name of the pieces I like on the shortlist, so I can pull them back if necessary; 2. Avoid alcoholic drinks at least 15 days before Cannes, to prepare the body for the marathon of rosés, little sleep and lots of emotion; 3. Take a coat to the jury room, which always has strong air conditioning; 4. Research my fellow jurors to start deeper conversations from day one; 5. Pack 3 changes of clothes in your hand luggage. I’ve been without a suitcase several times in Cannes, and it can take up to 3 days for the suitcase to arrive at the hotel; 6. Note the trends you notice throughout the shortlist, as there are always journalists interested in these.
Preponderant
The first thing that catches my attention is the ‘uniqueness’, the originality of the idea. My Aquarian side always looks for the unusual, something ahead of its time. Then I evaluate the emotional impact of the idea, without rationalizing too much, just feeling the emotion. It’s my Cancer ascendant at work. Finally, I make a rational analysis: “Is this a real idea? Real customer? Did you solve the proposed problem? Is it a legitimate insight? Does it change people’s lives?” If the idea meets all the criteria, it receives the highest score. If you only answer one or two, your score will decrease. If it doesn’t meet any of the criteria, the grade is low.
Health & Wellness
It is one of the most important categories of the festival. The world of brands has contributed significantly to creating major problems in society, such as female stereotypes, lack of representation of black people, high consumption of processed foods and mental health problems. Now, brands have a role in reducing this damage and improving people’s health and well-being.
Read the full interview in the June 3rd edition of propmark
