Julio César Herazo
JULIO CÉSAR HERAZO
OGILVY & MATHER BOGOTÁ
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today.
The 2018 Grand Jury is comprised of Chief Creative Officers, Executive Creative Directors, Creative Directors, Art Directors, Copywriters, Executive Producers and Marketing/PR pro’s all playing a pivotal role in selecting the World’s Best Advertising® winners.
2018 Grand Jury member, Julio César Herazo is Creative Director for Coca-Cola working at Ogilvy & Mather Bogotá. He brings 14 years of award-winning experience to the judge’s panel and has been recognized globally for his creative work at Cannes, D&AD, London, CLIO, El Sol and El Ojo de Iberomérica. Born in Bogotá, Colombia, Julio has spent his career working at top-tier agencies such as JWT, Leo Burnett and Publicis for prominent clients including: P&G, Telefónica, Toyota, Nestlé, and Renault.
New York Festivals: What are your personal criteria for choosing award-winning work?
Julio César Herazo: I think the first clue is always instinct, the "hit in the stomach". That idea that moves you when you hear it and that automatically gives you envy. If that happens, I look for the idea to be fresh, in strategy, to speak with the tone of the brand, to be relevant and finally, that it has been produced with the highest quality and attention to detail.
New York Festivals: When judging, what trends do you hope will fade away, and what “old school” trends do you hope will make a resurgence?
Julio César Herazo: I would like to see more innovation through what we do, more new products and services that solve clients business problems, more intelligent ways to reinterpret and "hack" the formats. I would like to see fewer projects that are clearly not born, or think, or developed in advertising agencies.
New York Festivals: What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?
Julio César Herazo: I do not know why, but as a child I connected a lot with the "Always Coca-Cola" campaign. It seemed brilliant to me how the image, the music and what the brand was saying were totally connected. I was singing the song all day.
New York Festivals: What are your thoughts about clients/brands are creating in-house departments to create their advertising, how will/does this affect the industry regarding creativity in communications?
Julio César Herazo: I think it's a natural reaction in this moment to have all the talent and the budget totally under control, but I think a certain distance is always necessary when you're creating a voice for your brand. When you are part and judge, it is difficult to have an objective vision of the work.
New York Festivals: Who’s a creative icon that inspires you?
Julio César Herazo: Steven Spielberg.
New York Festivals: Favorite travel destination?
Julio César Herazo: New York. Obviously.