In-Brief

JWT San Juan sweeps SME digital advertising awards

Auribel Chaar, director of JWT San Juan's digital division, addresses participants during last week's SME Digital Forum. Auribel Chaar, director of JWT San Juan’s digital division, addresses participants during last week’s SME Digital Forum.

JWT San Juan, which has a strong track record in innovation and effectiveness in social media, was the most awarded advertising agency at the 2014 SME Digital Forum held last week.

The firm took home six awards, including two Gold Awards in the Social Responsibility Campaign and Best in Mobile categories.

“Social media evolves rapidly and continuously, and you need to stay on top of the latest trends, both in terms of the use of the correct language and particularly about the creative perspective in order to be effective,” said Jorge Rodríguez, president of JWT San Juan.

“By staying ahead of the trends we are able to develop initiatives that connect effectively with the public, maximizing their impact and benefits for our clients. The most recent awards confirm that we are heading in the right direction and that we continue to establish new trends in the local industry,” he said.

JWT San Juan received gold awards in the Best for Mobile category with “Break a Sweat,” developed for Gatorade, and in the Best Digital Execution of a Social Responsibility Campaign for “Endless Race,” a joint initiative with Ford Motor Co.  The firm also received three silver awards, two for the “Hit 3001” created for the Department of Economic Development and Commerce in the Best Digital Execution of a Social Responsibility Campaign and Promo or Technology Activation, and one for the “Filmed Reviews” campaign developed for the Puerto Rico Tourism Company in the Best Execution of a Campaign Developed in Puerto Rico for Other Markets. The company also obtained a bronze award in the Promo or Technology Activation category with “Break a Sweat” created for Gatorade.

“The main challenge brands face today is managing to reach consumer’s intimate space and that space I no longer their living rooms. The cell phone is the new frontier that we have to conquer to be nearer to them,” said Jaime Rosado, Creative Director for the firm.

He added that “the key for success for a digital effort is its capability of creating an effective connection with users in order to obtain the desired reaction, either the purchase of a product, support to a cause or in modifying a certain behavior. If there is no connection, there are no results”.

Rosado emphasized on the importance of mobile technology for social media advertising indicating that nowadays it is one of the most important tools in the segment and that it’s effective use is a key element to maximize the reach of the different campaigns developed for clients.

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