PARTNER/ CHIEF CREATIVE OFFICER
CRISPIN PORTER + BOGUSKY
The Grand Jury is NYF’s front line in selecting the World’s Best Advertising®. These award-winning creatives evaluate entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft.
NYF’s Grand Jury of 300+ creatives are one of the most diverse juries on the planet, with advertising creatives from over 50 countries around the globe, this jury is a powerhouse of innovation and creativity.
2018 Grand Jury member Marcos Medeiros is Partner/Chief Creative Officer for Crispin Porter + Bogusky, Brasil brings years of award-winning experience to the jury panel. The agency is one of the most-awarded in the world, having been named “Agency of the Decade” by Advertising Age and “Agency of the Year” 13 times in the trade press. CP+B has won more Grand Prix awards at the Cannes Lions International Advertising Festival than any other agency in the past 15 years and is the only agency to have won the Titanium Grand Prix two times. Medeiros has earned numerous accolades throughout his career from the top international and regional advertising competitions.
New York Festivals: Why judge…and how do you find the time?
Marcos Medeiros: The whole process is an amazing exercise for a creative brain. It’s not only about selecting the good work but all the talking about it. Listening to the members of the jury’s points of view and others culture backgrounds helps me to build my own criteria. Helps me with my routine with my team back at home. I’ve always given my best to find room to attend and accept an invitation to relevant festivals like this.
New York Festivals: What cultural/social changes do you think will influence this year’s work?
Marcos Medeiros: Women into the labor market. We all know how sensitive and necessary this subject is. It’s getting bigger although it’s far from where it should be. I think we will see more examples about this matter. Our job is to recognize the idea that makes a real difference and does not look like an award hunter.
New York Festivals: What are your personal criteria for choosing award-winning work?
Marcos Medeiros: Something that makes me feel envy about. That “I wish I had done this” feeling. The harder the product (or service) to work for, the better.
New York Festivals: When judging, what trends do you hope will fade away, and what “old school” trends do you hope will make a resurgence?
Marcos Medeiros: The 3-D illustrations for print ads. I am really tired of those kinds of executions getting big awards. I am more engaged to the “new school” that we are now aware of yet.
New York Festivals: What was the hardest ad you ever had to create and why?
Marcos Medeiros: Certainly, the campaign for Billboard Magazine. The idea was simple, but the execution demanded 3 months of developing software, so we could turn print dots into complex illustrations.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Marcos Medeiros: Let’s break that rule.
New York Festivals: What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?
Marcos Medeiros: Newton 0 X 1 Michael Jordan / the Nike Ad.