Luciana Haguiara, Executive Creative Director at Media.Monks, will be one of the judges of YouTube Works 2022
After returning from Cannes, where she was president of the Digital Craft Lions jury, the executive director of Media.Monks, Luciana Haguiara, will face a new challenge: the YouTube Works 2022, an award of which she will also be one of the members of the team of professionals who will evaluate the parts.
YouTube Works, which reaches its third edition this year, wants to recognize brands that make the best creative use of YouTube and, at the same time, build a strategy capable of achieving expressive business results.
The award is an important tool for those who create content, because it curates the best works related to brands, who understand and use the platform in an innovative and relevant way to communicate with the public that chooses what they want to see, he said.
In total, there are six categories: the Grand Play, which receives maximum recognition, Best Work With Creators, Business Impact, Social Impact, The Unskippable and Meeting the Moment, which reward players who managed, through creativity and tools, to act quickly in for the sake of a brand. Or, as YouTube Works defined it, the trophy goes to whoever can make lemonade out of lemonade.
Luciana Haguiara, in turn, classifies this category as one of the most relevant, because, according to the executive, Meeting the Moment shows how creativity can be used, and quickly, to respond to crises.
I hope to find campaigns and ideas that show how we can go beyond awareness and use the tools we have to solve real problems, he said. This category has to touch people’s hearts and bring real action. And for that to happen, it depends on a powerful insight, an amazing idea and craft in execution, he added.
Currently, registration is closed, and the first round of voting has already started.
Mondelz, Play9…
In addition to the executive creative director of Media.Monks, two other professionals, who will also be judges at YouTube Works 2022, have already commented on expectations for this year’s awards. For Alvaro Garcia, CMO at Mondelz, marketing plays a key role in leading companies’ growth agenda.
And to generate growth, marketing needs to increasingly use data and insights to define its strategies and initiatives, prioritize actions and innovations that have the greatest impact, and measure all of this to feed back the process, he said.
In the last interview of the series, so far, it was the turn of Joo Pedro Paes Leme, journalist and CEO of Play9, to praise YouTube’s fundamental character of bringing good content to society in general and generating sales as well. Encouraging creators, brands, agencies and content companies within this very important ecosystem to make it increasingly relevant, he said.
