By JEREMY LEHRER
Steel Film Productions, New York, has opened Acero, a New York-based division that will produce commercials for the Hispanic market. (Acero is Spanish for "steel.") Andres Calvo, who formerly ran Calvo Associates, a rep company that specialized in Hispanic market directors, will be executive producer of the new division. Acero is being launched with two directors in tow: Alejandro Gonzalez and Derek Case.
Ed Christie and Emile Savia, executive producers at Steel, said they formed Acero because the Hispanic ad sector is gaining momentum. Savia said statistics show that "[Hispanic market] sales worldwide are growing by a billion dollars every six months," and that other signs of expansion in the U.S. included the proliferation of Spanish-language television networks. "It’s pretty obvious that if we want to stay current with what’s happening in our business, this is an important step to make Steel stronger and in tune with the times," Savia explained.
Calvo believes Acero will bring a unique touch to Hispanic market spots. "I just didn’t want to open another Hispanic production company. I wanted a reputable general market company behind it, so we had some experience," he said.
Though he entertained offers from other production companies to begin a Hispanic market division, Calvo went with Steel because he liked the way the company worked. Calvo closed his six-year-old Calvo Associates because "I wanted to be an executive producer and I wanted to have a say in the production, rather than just be another rep."
Christie and Savia added that Calvo’s background, contacts and reputation give Acero a strong foundation in the Spanish market. Calvo’s task at Acero will be to executive produce, represent Acero directors and find additional directors for the company. Calvo had represented Gonzalez while he ran Calvo Associates.
Acero’s representation for Gonzalez will include all of North and South America, except for Mexico, where Gonzalez is represented by Produciones de MARCA, Mexico City. Calvo described Gonzalez as "one of the top [commercial] directors in Mexico" and said his "beautiful and stylized" cinematography complemented his directorial sense. Credits for Gonzalez include Cerveza Victoria’s "Customs" and "Borderline" via Alazkake, Mexico City. Gonzalez is currently at work on an Aunt Jemima campaign via Grupo Cuatro, Dallas, which is being produced in Mexico by Produciones de MARCA. Gonzalez was previously represented by AKA Films, Miami, for a year until August. Prior to that, Gonzalez was represented by Milagro Films, Los Angeles, for three months.
Case is a tabletop director who is now represented by Steel for the general market in the U.S. and by Acero for Hispanic market spots. Credits for Case include Dairy Queen’s "Frolic" via Grey Advertising, New York, and Russell Stover’s "Pecan Delights" via Bernstein-Rein, Kansas City, Mo.
Calvo said that stylistically, Acero would try to push the envelope. "[Hispanic market spots] are still on the conservative side," he said. "They’re trying to move on from that, but it’s still conservative. … We’re trying to go into a more creative, less conservative direction."
For Hispanic market sales, Calvo currently represents the two Acero directors. Alice Carroll is the national sales rep for Steel.
Jury Presidents Named For The One Show 2025
The One Club for Creativity has announced the global creatives from around the world who will serve as jury presidents for The One Show 2025.
These creatives will lead judging for each discipline, and have a vote on the work.
Confirmed One Show 2025 Jury presidents, by discipline, are as follows:
--Brand-Side/In-House: David Lee, CCO, Squarespace, New York
--Branded Entertainment: Malcolm Poynton, Global CCO, Cheil Worldwide, London
--Creative Use of Data, Creative Use of Technology: Nancy Crimi-Lamanna, CCO, FCB Canada, Toronto
--Cultural Driver: Bianca Guimaraes, partner, ECD, Mischief, New York
--Design: Liza Enebeis, creative director, partner, Studio Dumbar/DEPT®, Rotterdam
--Direct Marketing: Vicki Maguire, CCO, Havas London
--Film & Video: Javier Campopiano, global CCO, McCann Worldgroup & McCann Global, Madrid
--Gaming: Taj Reid, global chief experience officer, US CCO, Edelman, New York
--Integrated, Experiential & Immersive: Chris Beresford-Hill, worldwide CCO, BBDO New York
--Fusion Pencil: Walter T. Geer III, CCO, Innovation North America, VML, New York
--Green Pencil: Barbara Humphries, ECD, The Monkeys, Sydney
--Health & Wellness, Pharma: Wendy Lund, chief client officer, WPP, New York
--IP & Product Design: Ronald Ng, global CCO, MRM, New York
--Moving Image Craft & Production: Irene Kugelmann, chief creative officer, DDB Group of Companies Germany, Berlin
--Music & Sound Craft: Joel Simon, CCO, JSM Music, New York
--Out of Home, Print & Promotional: Kainaz Karmakar, CCO, Ogilvy India, Mumbai
--Public Relations: Patricia Ávila, regional director for Latin America, Ágora, São Paulo
--Radio... Read More