Heloisa Goldman is on the Media Lions jury and believes that themes such as innovation and metaversion should be highlighted in the 70th edition of the festival.
For the first time on the Cannes jury, Heloisa Goldman, EVP, creative connections & performance at Leo Burnett TM, highlights the importance of having a more diverse jury at the awards. Of the 27 Brazilian judges, 16 are women and there are also more blacks.
With the growth of diversity in the selection of jury members, Cannes Lions can promote a broader view of advertising and the different perspectives that comprise it. This can lead to more inclusive and representative campaigns, she said.
The publicist believes that the festival will have a lot of innovation and the metaverse will not be left behind. With the advancement of virtual and augmented reality technology, the metaverse has gained prominence as a new form of immersive experience and social interaction, offering new opportunities for differentiated media projects.
Heloisa est no jri de Media Lions.
Diversity
Diversity on the Cannes Lions jury is critical to ensuring that campaigns are evaluated fairly and evenly, regardless of the origin or identity of the creators. With the growth of diversity in the selection of jury members, Cannes Lions can promote a broader view of advertising and the different perspectives that comprise it. This can lead to more inclusive and representative campaigns, in addition to helping to break stereotypes and prejudices that can influence the evaluation of cases.
Expectations
I am very proud to represent Publicis Groupe Brasil through Leo Burnett Tailor Made. Over more than 20 years of experience, I have always been driven by the passion to work with creative and innovative ideas, in different media and media platforms. As a leader of incredible teams, I have always encouraged convergence and cross-platform strategies.
After all, the media has become increasingly important for the success of campaigns and business results. Being part of this jury is an enormous privilege and my greatest expectation is to find what is most modern, innovative and challenging in the cases that we will see there. And, for sure, I will have a lot of news to share on my return.
Study
Since I was invited to be part of this incredible experience, I started to study cases from previous years, talking to judges from other years and delving into all the innovation that we should find applied to this year’s cases. We had the first meeting with the panel of judges in my category, Media. And it was very important, because we started talking and exchanging experiences. We formed a group and have been keeping in touch more and more often.
trends
With each passing year, there is an increase in the use of digital platforms in a different and innovative way, an increase in the use of streaming, cases with the use of technology, metaversion, AI and even different formats in already traditional media. The focus on results of effective campaigns in business and not just creativity has become increasingly required and important for the evaluation of a case.
Professional
Nowadays, the media has a more strategic and multidisciplinary role, and, with the growing importance of the digital presence for companies and brands, the media professional has become essential for the success of any marketing and communication strategy. He needs to be up to date with new technologies and market trends, in addition to having skills in communication, data analysis and interpretation, project management and problem solving.
IA, metaverso…
In addition to AI and metaverse, I believe that the inclusion of the Entertainment Lions for Gaming category should bring a lot of innovation this year. Mobile also comes with news, as it now includes applications for portable devices and mobile technology. As a result, data becomes increasingly relevant in these new categories and subcategories as well.
I participate
Leo Burnett TM will have registered cases, yes. About Brazil, I believe that we should repeat or even further improve the creative performance at the festival. Brazil is always one of the countries that stands out in Cannes due to the high creative quality of our market.
