During the meeting, TikTok's role as a space where creativity drives tangible results for brands was highlighted . " On TikTok, entertainment and authenticity are key to connecting with the audience. We have witnessed how creativity on the platform not only generates engagement but also drives action , leading users to discover products and generating a real impact on sales ," said Teba Lorenzo .
The speakers agreed that TikTok is transforming the advertising landscape by offering a unique canvas for innovation. Roberto Fara stressed that, as a jury, the awards are looking for: “ ideas that surprise us and show us the way forward in an environment as dynamic as TikTok. We pay a lot of attention to craft, production quality and the impact of the campaigns .” Fara also commented that TikTok is redefining the way brands connect with their audiences , comparing it to other major technological innovations of the past.
Gonzalo Figari added: “ TikTok is a window to a new dimension ukraine number data of creativity. It is so stimulating that, without realizing it, you go from being a creator to a user, enjoying and learning from the content. We creative professionals have a lot to contribute, but we also have a lot to learn from this platform. If we analyze it with a fresh eye, without prejudice, we discover a universe of possibilities.
Creators have a connection with their audience that conventional advertising can never achieve , and it is not about interrupting the user with communication, but about being part of the content that users want to see .
Commitment to the Spanish creative community
The partnership with the Creative Club , which began in 2023, underlines TikTok’s commitment to the Spanish creative community. Teba Lorenzo concluded: “ It is essential for us to support local talent and foster a space for dialogue and the exchange of ideas . The TikTok Ad Awards are a sign of this commitment, recognising and celebrating creative excellence on the platform .”