Antonia Taboada, associate academic coordinator of the Bachelor’s Degree in Advertising and Marketing, served as a judge at the 37th edition of the 2024Campana de Oro Awards, representing Universidad ORT Uruguay.
This event, organized by the Uruguayan Advertisers' Chamber (CAU), is one of the most prestigious competitions in the field of communications and advertising, celebrating the best of Uruguayan creativity.
The experience of serving on a jury
Taboada emphasized the importance of participating in this event, not only because of the recognition that comes with evaluating the industry’s work, but also because of the opportunity to interact with high-level colleagues.
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From his perspective, serving on the jury strengthens the bond between academia and the advertising professionals who are leading the field in Uruguay.
Regarding the evaluation process, he highlighted the rigor of the jury’s work, noting that voting is individual and confidential, and that the criteria established by the contest rules are strictly adhered to.
As he explained, factors such as creativity, originality, and the relevance of each piece are key when evaluating the submitted works.
One of the biggest challenges he faced as a judge was striking a balance between the creativity and relevance of the ideas and entries, taking into account the competition’s various categories.
A flagship event in the Uruguayan advertising industry
The Campana de Oro Awards aim to recognize the ongoing efforts of agencies, advertisers, and media outlets to promote Uruguayan advertising on the international stage.
This year’s edition featured a new award: the Creative Excellence Award, which went to the production company OLGA LEE for its piece “La Máquina del Tiempo” created for Tienda Inglesa.
In addition, PUBLICIS IMPETU was named Agency of the Year, cementing its status as the most awarded agency of the night.
This event, which brings together the industry's leading figures, reaffirms its status as the most prestigious award in the Uruguayan advertising industry.