PPA opens registration for the 45th edition

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Former ‘Professionals of the Year Award’ gained a new brand, in addition to new evaluation criteria and the creation of a category in the Regional Class. Entries are open until August 11th. Professionals of the Year Award opens registration for the 45th edition Disclosure Registration for the PPA, the new name of the “Professionals of the Year Award” has already begun, Globo reported this Tuesday (24). In addition to the new brand, the award also gained new evaluation criteria and the creation of a category in the Regional class. According to the company, the 45th edition of the award will highlight multiplatform advertising works that value creativity as the main means of connection between brands and audience. Agencies across the country can learn about the new regulation and submit their work by August 11 on the PPA website (see details on prerequisites and evaluated categories below). “For 45 years, we have defended that nothing replaces talent. Amid discussions about the impacts of artificial intelligence on industry, this concept is more current than ever. Technology may evolve, new tools emerge, but the creativity of advertising professionals remains irreplaceable”, said Globo’s director of integrated advertising businesses, Manzar Feres. See the campaign for the 45th edition of the PPA: In the new campaign, agencies will need to provide new information to submit their works, such as: communication objectives; target audience; brief description of the creative idea. after three years of online jury due to the pandemic.” With a more pop, light and fun language, the new visual identity of the PPA has strong and vibrant colors, marking its legitimately Brazilian profile. Evolution that accompanies market transformations and reiterates the value of the award for the development of the creative advertising industry”, informed Globo in an official note. The campaign that presents the novelty and marks the opening of registrations stars actress Dandara Mariana, actor Marcelo Adnet and presenter João Vicente. of the award categories, the submitted material must have been shown for the first time between August 8, 2022 and July 23, 2023, at a regional or national level, within Globo’s platforms — open TV, cable TV and/or the company’s entire digital ecosystem. See the complete regulation Which categories are evaluated? The categories are divided into National and Regional Classes, according to the material’s exhibition territory. Furthermore, it is worth emphasizing that, starting this year, the PPA will have specific evaluation criteria for the jury of each category. See below. Film: includes unique commercials for a product, service or idea. In the National Class, the category is subdivided into films of up to 15 seconds, 30 seconds and over 30 seconds. In the Regional Class, however, there is no division by second. Campaign: set of commercials for a product, service or idea, signed by the same advertisers and that have a theme and/or other elements in common. Integrated: campaign that combines linear placements (open and/or pay TV) and Globo’s digital ecosystem. The materials need to be different from each other and the entry must be made in video case format, with a duration of up to three minutes. This category is evaluated only in the National Class. Actions on content: products, services or ideas of a brand contextualized in content on any Globo platform. In the Regional Class, cuts in national programs such as “É de Casa” and “Altas Horas” are also eligible. Entries must be made in video case format, with a duration of up to three minutes. Social Value: Film or campaign that covers all types of causes or positive actions for society with which a brand can get involved, such as: equality, diversity, inclusion, environment or public utility service. Brands or products can appear, but the cause and/or action must be highlighted in the piece. The material cannot contain a purchase or consumption appeal. In this category, regional and national publications compete together. Jury and awards The PPA jury will be composed of professionals with diverse profiles and proven relevance in the market, at a regional and national level. The judges will be distributed in rooms according to classes and categories – each room has a minimum of 8 and a maximum of 12 members, in addition to the president. The names chosen to compose this year’s jury will be listed on the award’s website. The jury meeting is expected to take place in São Paulo, on September 28th. The finalists will be announced on October 2nd and the Brazilian publicity party is scheduled for November 30th.

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