MERCADEO Versión en español
Marlon Quintero of CIC Media: The TV industry learns a lot from the surprise embedded in the advertising industry
10 de septiembre de 2015
Quintero: El creativo tiene que saber defenderse en cualquier área
For Marlon Quintero, general director, producer and creative at Contenidos para TV from the Center for Innovation and Creativity Media – CIC Media, the most radical innovations come with absolute risks, and he said that creative advertising professionals must be able to deal with changes. “Yes. Definitively innovation and risk come together. This allows a new industry model, because those who had put themselves to risk found a business formula and this opens a new world of interactions and possibilities he told PRODU. This situation can be noticed in the content industry when “we see creatives that belong to one platform, move from one area to another. For example, you couldnt see before a TV screenwriter doing advertising and vice versa. Today a creative must know how to contend in any area.” For him, TV industry learns a lot from the surprise embedded in the advertising industry. “All of this allows creating interesting concepts we see today in this hybrid platforms, but what is important is what really surprises you. That aperture and context allows opening the door to many voices which would have been very difficult in another moment.” He added that this has allowed the industry to “relax” upon risk, because there are many platforms to test with and to drift a concept from one side to another, from a short format to a long one, and about how television keeps working or how now Internet has become a media and not an accessory.
