Online creativity speaks Brazilian
At the advertising festival in Cannes Brazilian agencies performed extremely well, especially in the Cyber Lions, where they won 25 of the 93 awards handed out (among the others DDB Brasil won the Grand Prix). The International Herald Tribune explores in an article the Brazilian online advertising phenomenon starting with a small polemic concerning the fact the head of the Cyberlions jury was a Brazilian, P.J. Pereira, creative director at AKQA San Francisco.
Fortunately the column goes on focusing on facts rather than on gossip, providing us with a few good insights on the approach to advertising in Brazil. Money plays an important role: producing Tv ads is cheaper over there and there is also a better perception of the online advertising value for companies with small budgets.