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Seen and noted

Guest Judge: Tony Waissmann, CCO, República Havas, Miami

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    July 10, 2023 13:29 (Edited: July 10, 2023 23:29)
Winner: Noah x PUMA 'Winning Streak'. What I liked the most was Puma, I really like the idea of inverting reality, and the "weird" are those dressed and not those naked. It seems to me that it is a way of talking about Noah de Puma's clothes, like different, irreverent, daring, free people. I also think that in the second line, he manages to talk about how you are going to feel positively observed. You are the one who changes the rules, you are the one everyone looks at. The execution is very well done and I toast to the simple ideas that carry humour as their flag. Something that is increasingly missing in our industry.

No runner-up.

Winner: Almaty Central Driving School 'Chewing Gum'. The truth is that I did not find anything that surprises me or feels that it's a new look, etc. I see that there are prints that need the entire campaign to be able to understand each other and they lack a bit, so that only as a print, can they understand each other well. The clearest thing I saw was that of Almaty Central Driving School, which takes an observation that occurs in school classes and places it inside the car to talk about driving classes.

No runner-up.

Winner: Misterb&b 'Silver Pride'. I really like the intelligent way they found so that it is not an impediment to being present. People want to participate, but it is not the same at 20 as it is at 70 years and they can do it without putting their health at risk due to the heat, the walks, etc. I think they have found a way for those who wanted to be there, but for different reasons, they couldn't do it.

Runner-up: ASDA 'Taste Test'. I think that what it shows us, is something of the industry clearly and that caught my attention. We are all consumers and many of the brands we consume are inherited from our parents and they, from their grandparents, and so on. When one adopts a brand, it is extremely difficult to replace it with another without knowing if there is a better one than the one we choose every day for the simple fact of not trying it because one feels good with what one already has. This is a clear example of getting rid of the prejudice regarding trying other brands because perhaps there is a better one than the one, we have always chosen.
This week's guest judge is Tony Waissmann, chief creative officer at Republica Havas, Miami.

Besides working and loving this profession for more than twenty-three years, Waissmann is also an Industrial Designer. Waissmann studied this career because he loves cars and, as a child, dreamed of designing them, although it was not a common activity in his country. On a colorful note, Waissmann also took theater classes for many years, a discipline that has turned out to be extremely useful for Waissmann to be able to choose actors, coach them, think about camera positions, editions, etc.

Today, Waissmann is a CCO at Republica Havas, Miami. Before this, and for almost two years, Waissmann was directing as CCO Latin America, the creativity of the Latin agency of HAVAS, called HOY, which currently has four offices, one in Argentina, two in Colombia and one in Mexico. It was only 4 months after joining the agency as CCO Latin America that the agency won at Cannes.

In the first year at HOY Buenos Aires, the agency managed to reach 3rd place as the best agency in Argentina and number 5 in the second year, and during Waissmann's almost two years leading the agency, it won at Cannes two years in a row.

Before HOY by HAVAS, Waissmann was CCO at Geometry Argentina, an agency of the WPP Group. In the two years managing the creation of Geometry Argentina, the agency managed to reach 5th and 4th place, respectively, as the best agency in Argentina, and also, in 2020, the agency was nominated as the best agency in the country at the Jerry Goldenberg Awards, the most important local awards. Accomplishments based on team building, agency culture, and clear objectives. The agency won the Grand Prix at El Ojo de Iberoamerica, the Grand Prix at the Circulo de Creativos Argentinos and won the Lapiz de Platino Award (the most important local award) for the best print campaign of the year, as well as winning at numerous festivals such as Cannes Lions.

Before Geometry, Waissmann was dedicated to especially managing the FORD brand for 2 years at GTB by JWT, another agency of the WPP group, exclusively for the FORD brand. As cars are Waissmann's passion, he accepted that challenge and had a great experience in that agency.

FCB was the agency that marked Waissmann's career, the company that gave him the opportunity to have his first experience as ECD managing the entire creative department. Waissmann highly appreciates his professional growth there. In addition, it was the most awarded agency in Argentina that year at Cannes Lions, which allowed Waissmann to work for many iconic brands such as Jeep, and manage the NIVEA brand at a regional level.

Waissmann has also worked at other agencies including Agulla & Baccetti, Lowe, Pragma FCB, FIRE DDB and Euro RSCG, among others.

Also in 2001, Waissmann founded a creativity school called Underground, which was one of the most recognized creative schools in Latin America with branches in Argentina, Uruguay, Colombia, Peru, and Mexico. More than 4,000 students graduated from there. Waissmann ran this school for 19 years until he decided to close it to focus on his career development.

Waissmann was an annual professor for more than 11 years and gave seminars and workshops all over Latin America, such as Argentina, Peru, Colombia, Mexico, Guatemala, Honduras, Uruguay, etc.
Thousands of creative professionals graduated from this school and are working in and running great agencies around the world.

I was both a jury president and a jury at the most diverse festivals around the world.

I had the honor of being recognized for my work on many occasions at Cannes Lions, El Sol, Clio, New York Festivals, London International Award, El Ojo de Iberoamerica, Gramado, Wave festival, Fiap, Circulo de Creativos Argentinos, etc with 7 Grand Prix in total.

In 2019 and 2022 Waissmann was chosen as one of the 10 best creative directors in Latin America according to El Ojo de Iberoamerica and one of the best creative directors in Argentina at the Jerry Goldenberg Awards, the most important awards in Argentina.

In 2020 Waissmann was selected among one of the 100 most influential creatives in the world by

Later, Waissmann had the honor of being nominated again in 2021 as one of the best creative directors in Argentina at the Jerry Goldenberg Awards.

Last year Waissmann was chosen as the best creative in Argentina according to El Ojo de Iberoamerica.

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