CEO and CCO of Soko, Felipe Simi is one of the main names of the new generation of advertisers and one of the judges of the YouTube Works 2022
Felipe Simi one of the most prominent names in Brazilian advertising. CEO and CCO of Soko, the creative just returned from Cannes with the Golden Leo in Entertainment for Sports. But at YouTube Works 2022, Simi will be one of the 14 market professionals who will evaluate the works this year.
The award aims to recognize brands that make the best creative use of YouTube and that, at the same time, build a strategy capable of achieving expressive business results.
This year’s YouTube Works will recognize the pieces in five categories: Business Impact, Best Work With Creators, Social Impact, The Unskippable and Meeting the Moment, in addition to the Grand Play, which goes to the case that best met all aspects of the award, as creative, business and use of platform tools.
The analysis of the cases submitted to YouTube Works will be done with Kantar, responsible for managing the curation and judging process of the campaigns, as well as for moderating the judging sessions. Currently, the award is in the case voting phase. The winners will be announced in September, in a face-to-face ceremony.
In an interview with PROPMARK, Simi talked about what he expects from the works, the importance of YouTube Works for the market, among other matters.
What are your expectations for Social Impact cases?
I understand that every advertiser has a social role to make the world better. We have a very powerful tool at hand to build references and incite action. I hope to be inspired by what brands are designing for our future.
In your opinion, what are the criteria for a campaign to win in this category?
In my view, in addition to the pertinence of using the channel and connecting with the brand, in Social Impact the look must necessarily turn to the legacy that the campaign leaves for social issues. So it is not enough to raise a question, for example, without addressing something that actually helps to solve the problems.
What does YouTube Works represent for the market?
Our craft, at the end of the day, is about telling good brand stories. And YouTube is a fantastic platform to do that, because of the diversity of formats that doesn’t limit creativity, in addition to having an incredible track record of results for the business. So YouTube Works ends up being not only a showcase for these stories, but a beacon of our industry for all the best possibilities we can envision for telling brand stories more effectively.
Felipe Simi the third juror to be interviewed by PROPMARK. The first was Alvaro Garcia, CMO at Mondelz, who highlighted the importance of YouTube Works to the market. [O YouTube Works] has increasingly become an inspiration for the entire market on new ways of engaging people, creating ever deeper and more individualized connections., he said.
Who also spoke with the report was Joo Pedro Paes Leme, journalist and CEO of Play9. For the executive, the platform has a fundamental character of bringing good content to society in general. Stimulating creators, brands, agencies and content companies within this very important ecosystem for it to become increasingly relevant, he said.
Finally, Luciana Haguiara confessed that she hopes to find works and ideas that show how to go beyond awareness. And use the tools we have to solve real problems, emphasized ECD Media.Monks.