OPEN TV / AWARDS
On August 19th, Viacom’s open TV signal, Telefé, was awarded the winner of the 2019 Television Innovation Creativity Award, for its case of brand integration with P&G and Starcom “Pantene en La Voz.”
In a ceremony held at the Museum of Modern Art in New York that convened in its seventh edition the leaders of the Latin American industry, including managers of the main Open TV channels, creative agencies, media centers and advertisers. There, excellence in television achievements was recognized, according to different categories.
Following this recognition, Santiago Perincioli Ad Sales VP said: “Jobs like this are the fruit of synergies between the media, the advertiser and the agency. An innovative proposal that took advantage of the use of multiple screens to generate an impact on the customer’s audience and business.”
On the other hand, Maria Laura Rodriguez Media & Digital Brand Manager commented: “It is a very good example of teamwork and marked a milestone in the way of dealing with this type of project. Our focus is on expanding these executions to more brands as it connects us with the consumer in a different, closer and more effective way.”
Telefé, awarded in the Multiplatform category, had initially presented 3 cases of brand integration that managed to establish themselves as finalists: “El Gran Bartender 3rd edition”, “De Cepas” for the Brand Content category; “Estamos tan Seguros” by Garbarino and “La Caja Seguros” for the Integration category; and the winning proposal “Pantene en La Voz.”