June, 2026.- Public relations is having a moment. But with that moment comes a problem: how do you distinguish genuine PR work from advertising disguised as something else?
Andrés Ortíz, Partner & General Director at LLYC Colombia, has spent 14 years in the industry. Now, as a jury member for the PR Lions at Cannes Lions 2026, he is sitting on the other side of the evaluation. And what he sees is a fascinating shift: a blend of traditional brand PR and a more emotional, human-centered approach focused on social issues and health. Over 300 cases have crossed his desk, and the most memorable ones share something in common. They are not about broadcast-style messaging. They are about impact.
One example stands out: the winning Gold Lion campaign for Águila beer in Colombia during the pandemic. It was not a flashy ad. It was a campaign that understood the cultural moment, connected with people when they needed it most, and demonstrated that PR has the unique ability to reach targeted audiences with precision and emotional depth.
But Ortíz is also clear about what does not work. He looks for evidence: the relationship between impressions and followers on social media, the seriousness of the metrics presented, and the appropriate context in case studies. Cannes has a rigorous filtering process before work even reaches the main jury, which helps eliminate inflated economic claims. Still, he warns, not everything that looks like PR actually is PR. Brands need both advertising and public relations strategies, but they must be able to tell the difference—and so must juries.
In this interview, Ortíz discusses what he has learned from judging: new channel opportunities, creative strategies that could be applied in Colombia, and the importance of risk analysis in corporate campaigns. He reflects on how his integrated agency structure—where communications and advertising are not kept in separate silos—allows for more coordinated, creative work. And he shares why creativity in PR is not a nice-to-have but a must-have for reaching audiences in a fragmented, skeptical world.
This is a conversation about the evolution of earned media, the emotional turn in corporate communications, and what Latin American creativity can teach the global stage.
