Por Rosa Fernández – Associate Director en Ketchum Pleon. El año pasado, por estas fechas, estaba inmersa en un proyecto donde el talento y la ilusión fueron los absolutos protagonistas. Por primera vez en nuestro país, se ponía en marcha la competición española de Young Marketers. Y nuestras jóvenes promesas del marketing respondieron.
Fueron días de nervios, dudas, prisas… Todos, desde el equipo de Ketchum Pleon hasta los participantes, pasando por un grandísimo y prestigioso jurado de profesionales del marketing y la comunicación, nos enfrentábamos a un reto: representar a nuestro país en el Festival de Cannes Lions 2011, el evento de comunicación y creatividad por excelencia a nivel internacional.
Y lo conseguimos. Jóvenes “marketinianos” de anunciantes de todos los ámbitos se animaron a presentar sus briefings, desarrollados en tan sólo 48 horas, tal y como sucede en Cannes. La altísima calidad de los trabajos hizo de la selección una difícil tarea y finalmente, después de muchas horas de lectura y una mañana de deliberaciones y votaciones, tuvimos a nuestros dos representantes.
Si tuviera que destacar algo del proyecto, dentro de todo lo interesante que aportó la primera edición, sería el encuentro con Jordi y Mariana a su vuelta de Cannes. A pesar de no haber resultado ganadores (aunque fuentes fidedignas aseguraron que dejaron el pabellón español bien alto), nos trajeron caras de felicidad y mucha ilusión por contarnos todo lo que vieron y vivieron allí, por enseñarnos lo que habían aprendido y por mostrarnos casos internacionales que les habían impactado.
Ahora, en plena 2º Edición de los Young Marketers, vamos a volver a ver el gran talento de estas promesas del marketing y la comunicación. Y tenemos que estar muy orgullosos de enseñarlo al mundo. Desde aquí, os animo a participar. Porque todos sois “Jóvenes Leones”.
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