In The News Translation – 2/14/17

FCB Zürich‘s “Radiant Children’s Eyes” for Helsana and the Foundation Theodora won Best Campaign in the Society Category and Second Place in the Audience Category of the Swiss Sponsorship Awards, according to Horizont.

 

TRANSLATION

 

FCB Zürich for “Radiant Children’s Eyes”

 

The jurors of the Swiss Sponsorship Awards honored the FCB Zürich campaign for Helsana and the Foundation Theodora as the best sponsorship campaign in the “Society” category.

 

The campaign, with which Helsana supports the Foundation Theodora, has also touched the jurors of the Swiss Sponsorship Award with more than 2.1 million views. The audience was also deeply moved by the heart-warming commitment of Helsana and the case won second place in the category Audience Award.

 


 

Eric Descombes, president of FCB Mexico, explains how the agency grew 1000% last year, feature Revista Creativa, Expansion, Merca 2.0 and Emprendedores Tech.

 

TRANSLATION

 

Eric Descombes Presents FCB Marketing Cloud
According to a Pricewaterhouse (PwC) study on entertainment and media consumption, it reveals that of the 13 segments analyzed in 54 countries- in Mexico the trend in the Entertainment and Media Market towards 2020 is headed by access to the Internet, which will grow at an annual rate of 5.5%; Followed by television and video, with an annual growth of 4.1% and third place television advertising with an increase of 4.6% per year. While these trends materialize the study, it has also identified key changes that are occurring in each of the dimensions of the entertainment and media landscape. These include demography, competition, consumption, geography, and business models.
Eric Descombes president of FCB Mexico, who has a background in technology, commented that in the face of these changes FCB Mexico has gone one step further.
• It has transformed its Agency model to a dynamic one focused on the process that leads to the growth of sales and goals of its clients.
• It is worth highlighting the Creative license that Humberto Polar generated for this platform that is unique.
Eric Descombes presented the FCB Marketing Cloud, a successful model that in less than a year has allowed them to grow more than 1000%. Incorporating 10 new brands into its client portfolio in 2016.
This model is made up of 100% creative creative business strategists. Those who are based on a new work process where the brief moves from a role to a collaborative team with the client. This allows them to accelerate up to 6 times the delivery of campaigns, radically increases the creation of business solutions, ideas and gives better business results and positioning to its customers. In addition, its technology integrates predictive analytics and dynamic creativity. This creates more effective and segmented communication campaigns.
• How does it work? Integrating technology, strategy and creativity. The center is the team.
He emphasized that talent is the most important pillar of the company. He commented that last year FCB Mexico obtained the certification on gender equity granted by Victoria 147 which has become a reference on an international and local level, since they have managed to balance their areas. For example, in the Creative area, the positions as Content Provider that Ana Noriega, Ursula de la Sotta, Chantal Suárez and Daniela Zalzman occupy stand out.
The company’s Leadership Team, Humberto Polar chief creative officer of FCB Mexico and regional creative director of FCB Latin America, Rocío Fernández, Planning Director, Juan Carlos Rodríguez, Finance Director, Lourdes Sánchez, Director of Corporate Communication, Antonieta Cruz, Human Resources Manager also attended the presentation.