The usual measure of creativity is the number of advertising  awards that an agency wins. And of all awards, the most coveted is perhaps the Cannes Lions.

Every year since the 1950s, the top advertising minds in the world gather in the South of France to sip champagne, wear bow ties and get recognized for stellar work.

In this year’s festival, four Hispanic agencies won Lions: LatinWorks (2 awards for radio), Lapiz (1 for radio), Bravo (2 for radio) and Grupo Gallegos (1 for interactive). The fact that all the awards except one were for radio is not surprising. Radio is the golden media for Latinos in the US.

It’s important to keep in mind, however, that as Hispanic marketers we’re tasked with executing marketing initiatives that work. At the end of the day, creativity is just nice to have.

From this point of view, the Effie awards may be a better measure of how “good” an agency is. In the last five years, there have been 7 Effies won by Hispanic agencies: Lapiz has won 3, and Grupo Gallegos, Zubi, Bravo and Alma have won one each.

That been said, awards are just that – awards. it depends on the criteria of the judges and who the competitors are. The real success of a Hispanic agency is proven not only on the marketplace, but in the productive relationship between client and agency. And by productive, of course, I mean for the agency to be a part in generating money for the client.