Puerto Rico’s performance at this year’s Cannes Lions International Festival of Creativity — where it won a record 12 awards for locally produced campaigns — has set the bar high for the advertising industry, which is now looking to position the island at the forefront of global creativity.
Flanked by members of his cabinet, lawmakers and private sector representatives, Gov. Alejandro García-Padilla signed a law Tuesday to begin taking formal steps toward creating permanent branding for the island, which is expected to be shielded from political changes or administrative whims.
Young & Rubicam unveiled Wednesday its new shopper marketing division, known as Labstore, through which it will develop strategies that “positively engage shoppers at the point of sale.”
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