"The Circle of Creative from its beginnings looks to document the evolution of the country in which it does creative advertising," Ernesto Savaglio wrote in 2004, when this prize was presented. "But the spirit and the same name of the organization allow us to go further and to distinguish other forms of creativity since, without a doubt, creativity is everywhere. We decided to give special mention to different personalities that stand out by originality and I devised other activities beyond publicity." From 2008, the award winners receive a statuette designed by Fernando Poggio.