The space was created to highlight professionals who were recognized throughout their careers at the festival
The Festival El Ojo de Iberoamrica announced the two honorees of the 2023 Hall of Honor: Ana Mara Olabuenaga and Toni Segurra.
The space was created last year to highlight professionals who were recognized throughout their careers at the festival. In 2022, the honorees were the Brazilian Marcello Serpa and the Argentine duo Agulla & Baccetti.
The Latin Talent Hall of Honor is a space created last year to honor the leaders who contributed to the construction of a relevant, integrated and prominent Latin creative industry in the world. Having the Empress of Mexico Ana Mara Olabuenaga and the great Toni Segarra immortalized in our fantastic Hall, said Santiago Keller Sarmiento, president of the El Ojo de Iberoamérica International Festival.
Mexican Ana Mara Olabuenaga is one of the main names in Latin advertising and began her career at Leo Burnett, where she created the slogan “The message is in the bottle”, but it was at Tern\TBWA that she had her name recognized in the market. One of the biggest hits of Ana’s career was the phrase “Eu sou Totalmente Palcio”, created for the company El Palcio de Hierro.
Soon after, he took over the management of Noble-D’Arcy and won the Lala milk account. With the sale of the agency to Publicis, Ana maintained her staff and created Olabuenaga-Chemistri, which in 2015 merged with Leo Burnett.
Throughout her career, Ana was recognized as one of the 50 most relevant executives in Mexico by Forbes and one of the 35 most important women in business in Mexico by Expansin. Additionally, she was recognized as Mexico’s Best Creative at El Ojo de Iberoamrica in 1998 and 1999, among other awards.
Toni Segarra was born in Spain and established himself in the market as the “genius of short sentences”, being one of those responsible for dictating the style of Spanish advertising. His first stint at an agency took place at Vizeversa, in Barcelona, where he worked as an editor in 1986 and, from there, he moved to Madrid and took on the role of creative director at Contrapunto.
The executive founded S, C, P, F… with Luis Cuesta, Ignasi Puig and Flix Fernndez de Castro in 1996 and, with the agency, won the awards for Best Agency in Spain in 1999 and 2000 at El Ojo. Additionally, Segarra was recognized as Spain’s Best Creative Director by the awards in 1999, 2000 and 2001.
In 2017, he left S,C,P,F… to start the Alegre Roca project with partner Luis Cuesta, in search of new work and collaboration scenarios, to continue building relationships between brands and their audiences.
The 2023 El Ojo de Iberoamérica Festival will take place between the 14th, 15th and 16th of November at La Rural, in Buenos Aires, Argentina
