MIAMI, FL — August 20, 2024 — (NOTICIAS NEWSWIRE) — For Erh Ray, president of the FIAP 2024 Ads jury, the quality of the idea and the craft will be paramount in determining the best of Latin American advertising.

“Ads represent the most traditional forms of advertising, where the idea takes center stage. The top entries must showcase exceptional creativity and craftsmanship. A strong concept is essential for telling compelling stories. Of course, the execution is equally crucial,” he emphasized.

According to Ray, who also heads BETC HAVAS as CEO and CCO, FIAP is one of the most established and influential festivals in the regional market. “The way in which the award has been revitalized and reimagined is commendable,” he says.

The renowned creative also emphasizes that FIAP is highly respected by the creative community and the entire industry. “It is through festivals like FIAP that the talents of our region are highlighted and increasingly attract global attention,” he stresses.

By 2024, the festival aims to promote an optimistic and inclusive vision in light of the ethical and labor challenges posed by the development of artificial intelligence in the industry.

In light of this situation, Ray stresses that although technology can enhance processes and improve efficiency, AI still requires human intervention for precise and truly effective performance.

“Human judgment is crucial in the creative industry, and no machine can replace it,” he emphasized.

He further notes that with the integration of technological innovation, there is a rising demand for exceptionally competitive ideas. “Talent is the most crucial factor, as machines depend on people and their insights to develop ideas,” he insists.

Given the high level of creativity in the region, Erh Ray emphasizes humor and attention to detail in the execution as key strengths. He points out that the world is increasingly recognizing our talents. “It’s hard to find an award-winning American or European campaign without a Latino name on the technical sheet.”

However, he strongly encourages us not to rest on our laurels. “We must not be afraid to innovate, to leverage technology, data, and a variety of media and platforms in creative ways. Because we have the best talent,” he emphasizes.

He concluded by emphasizing the recent launch of the Creative Performance Hub, a pioneering new concept in the market that presents a more creative and strategic perspective on performance. “It extends far beyond the realm of media and will deliver even more impressive results for the brands we represent,” he emphasized.

More info about #FIAP2024 goto: www.fiapawards.com

About FIAP

The Ibero-American Festival of Creativity, FIAP, is now in its 55th edition, continuing its legacy of recognizing excellence and innovation in all advertising formats in Ibero-America. In partnership with PRODU, the festival is dedicated to acknowledging ideas that transform, inspire, elevate, and excite audiences in the region and beyond.

About PRODU
For 35 years, PRODU has been the leading provider of content for television, advertising, and technology professionals in Latin America, Spain, and the US Hispanic market. PRODU produces regular digital business publications aligned with its sustainability strategy, along with an online directory: Who's Who Online, in addition to the most prestigious and consulted website and newsletters on television, advertising, and technology industries. PRODU's three free newsletters reach over 30,000 subscribers daily.