We will see cultural insights, the zeitgeist, and human insights, timeless
The Creative Strategy Lions judge is Sumara Osorio, chief content officer and chief strategy officer at Colgate-Palmolive at VML Latam. “The description of this category talks about celebrating the idea behind the idea, that is, how strategic planning played a fundamental role in reinventing a brand or business, impacting people and influencing culture”, defines Sumara, who follows this award since 2019, when the area was launched by the festival. “But the opportunity now is unique because I will be able to share the vision of other professionals, and this discussion is of incalculable value”, she declares.
Meaning
The description of the Creative Strategy Lions category talks about celebrating the idea behind the idea, that is, how strategic planning played a fundamental role in reinventing a brand or business, impacting people and influencing culture.
Sense
This definition summarizes the reason for a planner to exist and, therefore, the winners in the area dictate the new parameters of excellence in strategy for the coming years, and for thousands of professionals in the communication industry around the world.
Parameters
The category considers criteria such as the exceptional definition of the challenge, given the importance of a well-defined problem in achieving the success of a given campaign. It also takes into account the disruptive thoughts and discoveries and the transformative potential of the solution found, in addition to the level of bravery and rupture with market standards presented by the brand.
Emotion
Of course, there is an emotional component to the decision, as there is to every consumer decision we influence as planners. I’m talking about the feeling we feel when we are impacted by a campaign that takes our breath away and makes us think out loud: “OMG, what is this! I would have done anything to have had this idea.”
Read the full article in the May 13, 2024 edition
