- Talking to… Inés Segura, Managing Director of Primo Spain
- Gerety Awards announces its Grand Jury for 2023 and Spain as the seat of one of its executive juries.
- Talking to… Inés Segura, Managing Director of Primo Spain
This week in the women in the industry section we had the pleasure of interviewing Inés Segura, Managing Director of Primo Spain.
Inés studied Audiovisual Communication in Barcelona. She started working in television but at the age of 20 she was already immersed in the world of advertising production. With 22 years of experience in the sector, she has now been Executive Producer at Primo for 5 years.
How has your professional career been and still is?
“I started at a very young age (7 years old) making commercials: Danone, Petit suits, El Caserio, etc etc and from a very young age I knew that I wanted to be behind the cameras. I studied Audiovisual Communication at Ramon Llull University and just after finishing I started working in a production company. I started with Albert Cruells at La Gloria, from there I went to Pirámide, then to Agosto, then Blur and now I’ve been at Primo for 5 years as Managing Director of Primo Spain”.
– What projects have had the greatest impact on your life?
“I think that all projects leave their mark or teach you something. You learn from all of them. But the projects that have marked key moments in my career are :
– San Miguel – agencia SCPF -“Ciudadanos de un lugar llamado mundo” – recibimos muchos premios en dirección de de produccion
– “The Hidden Flag” – Lola Mullen Lowe- Oro en Cannes
– Turkish Airlines – “First Step” – David – Primera vez que una productora española produce un anuncio para Super Bowl
– Y Pepsi’s latest global World Cup campaign -” Nutmeg “.”
– Do you have new projects in progress or in mind?
” We are very lucky because we are already with quite a few projects for January and we are shooting three more projects in December. But we can’t say which ones they are due to client confidentiality. But let’s just say that we are very happy and optimistic for 2023. I know that everything indicates that a strong crisis is coming, but I am one of those optimistic people”.
– How do you think our industry is evolving, has it changed a lot since you started, what challenges are you facing now and what are your views on this?
“The industry has evolved a lot. On the one hand in the timings we have to produce. With technology everything has made immediacy possible, and that often works against the project. From the idea to the execution it takes time to be able to carry it out with the best result.
On the other hand, in the past, it was the ideas that were the strongest part of the campaigns. At present, clients have so much analytical information that the account departments are often more powerful than the creative departments.
In my opinion, the great challenge for brands, agencies and production companies is to create good projects that stand out. There are so many media and audiovisual material that it is increasingly difficult to stand out with something different, something that attracts attention”.
– What would you say is needed to work in this sector?
” Desire, desire and a lot of desire. Vocation, dedication and a clear goal”.
-In your opinion, what is it like to work as the executive producer of Primo?
“Well, it’s a privilege. To be able to work in an international production company with offices in Buenos Aires, Mexico, Brazil, Chile, Colombia and Spain. Imagine the amount of things you learn every day. Seeing production in a global way makes you have fun, learn and share every day.
And having so many directors gives you the possibility to be in very different projects. Working with talent is one of the wonders of this profession”.
-What would you say to those young people who want to be part of the audiovisual world?
“That they are very lucky as there is a great need for technicians, directors, producers, etc. The audiovisual sector in general (not only advertising) is going through a great moment and it is urgent and necessary to train the next generations”.
By Alba Polo.
- Gerety Awards anuncia su Grand Jury para 2023 y España como sede de uno de sus jurados ejecutivos.
Philips, Heineken, PepsiCo, McDonald’s and Disney are some of the advertisers joining the agency leaders on the Gerety Awards jury for next year. The full list of executive jurors, which includes 15 professionals from Spain, will be announced in January along with the other host cities.
“We are very proud of our jury of international figures who will choose our winners for 2023,” explained Lucía Ongay, co-founder of the festival. “Next year we are celebrating our 5th edition with a group of marketing and advertising professionals just as powerful and respected as the previous editions”.
The Grand Jury 2023 includes:
- Antoinette Beatson, VP ECD, BETC, Havas, FRANCE
- Brogan Simpson, Global Communication Manager, Heineken, NETHERLANDS
- Cristina Reina, EVP, Global Executive Creative Director, McCann New York, USA
- Diana Ceausu Caverly, Global Chief Strategy Officer, MRM, USA
- Gabrielle Fenton, Head of LATAM, VaynerMedia, MEXICO
- Jo Wallace, Global Executive Creative Director, Media.Monks, UK
- Joan Colletta, Senior Director, Global Brand Marketing, McDonalds, USA
- Kinga Grzelewska, Managing Director & Creative Director, MullenLowe, POLAND
- Maya Karanouh, CEO/Co-Founder, Tagbrands, LEBANON
- Nicky Bullard, Group Chief Creative Officer, MullenLowe Group UK
- Ghada Wali, Creative and Co-Founder, Wali Studio, EGYPT
- Marcela Morales, Sr Brand & Digital Manager, Whirlpool, MEXICO
- María Luján Donaire, Executive Creative Director, HOY, ARGENTINA
- Masako Okamura, Creative Director; Dentsu Inc, JAPAN
- Nancy Delhalle, Founder & Chief Marketing Officer, Serviceplan BELGIUM
- Sann Sava, Chief Creative Officer, Publicis Montreal, CANADA
- Sorada Sonprasit, CEO, Publicis Groupe THAILAND
- Stephanie Nadi Olson, Founder and CEO, We Are Rosie, USA
- Syeda Ayesha Ikram, Executive Creative Director, PAKISTAN
- Vanessa Vankemmel Sebban, Head of Creative Works France Google, FRANCE
- Nathalie Lam, Global Head of Sponsorship, Lead for Inclusion & Diversity Marketing Transformation, Philips Global, NETHERLANDS
- Rana Hamarneh, Group Executive Director & Partner, AdPro, JORDAN
- Tomoko Arikazawa, Managing Director, MSL Japan Publicis Groupe, JAPAN
- Uma Rudd Chia, Executive Creative Director and Co-founder, KVUR, SINGAPORE
- Zubeida Goolam, Founder and Creative Managing Partner, Valiant Agency, SOUTH AFRICA
- Jennifersy Hu, Chief Creative Officer, Ogilvy, TAIWAN
- Josefina Casellas, Executive Creative Director, RGA, ARGENTINA
- Lone Tvedergaard Bach, Strategy Director and Partner, &Co, DENMARK
- Natalie Wills, Brand VP, Booking.com, NETHERLANDS
- Patricia Moura, Head of Content, GUT, BRAZIL
- Begoña Aristy, VP & General Manager, Pepsico, MEXICO
- Bunmi Oke, CEO/Lead Consultant, Ladybird Ltd, NIGERIA
- Cassandra Zawadowski, Co-Chief Creative Officer, Wunderman Thompson, CANADA
- Dana Koll, Owner and Founder, DIBOOR, ISRAEL
- Jeannine Shao Collins, President, SeeHer, Association of National Advertisers, USA
- Rina Marie Simon, Partner, GroupM INDONESIA
- Stephanie Yung, Executive Creative Director, Zulu Alpha Kilo, CANADA
- Carole Giroud, CEO, Serviceplan FRANCE
- Hà Nguyễn Thị Hải, CEO, VMLY&R, VIETNAM
- Helen Pak, Senior Vice President of Creative – Marketing, Design & Content, Disney, USA
- Helga Sasdi, Co-Leader of Le Pont and Chief Executive Officer, Publicis Groupe HUNGARY
- Mar Frutos, CCO, El Taier DDB, GUATEMALA
- Merve Puhaloğlu Eraslanoğlu, Chief Everything Officer, TVekstra, TURKEY
- Natalie Lam, CCO Asia, Pacific, Middle East & Africa, Publicis Groupe, HONG KONG
- Rosalina Tornel, VP & General Manager Gamesa-Quaker-Sonric’s Mexico and Biscuits Latam, Pepsico, MEXICO
Once again, the festival will hold face-to-face executive jury sessions in 10 different cities. The full list of jurors, as well as the venues, will be announced early next year. All types of campaigns are eligible to enter the festival and are judged on the originality of the creative idea and the quality of its execution.
The executive juries will choose, in addition to the shortlist, the Agency and Production Company of the Year awards by country for each of the venues, in the Porfolio Cut category.
Entries will begin in January when the full jury will be announced, in the meantime the Grand Jury and entry kit can be found on the Gerety website www.geretyawards.com.
