Javier del Río of Sr. Burns: We must give consumers information that matters to them

For Javier “Javi” del Río, executive creative director at Sr. Burns, consumers have the power, and creatives must innovate with ideas to engage with audiences. Innovation is what del Rio found at the Madrid agency, after joining the team last month. “It’s an agency eager for doing new things, for innovation and for branded content” he said. He believes that you need to know how to introduce content for today’s consumer, or they’ll keep using ad blockers. “The mistake we usually have in different campaigns is giving consumers information that they’re not interested in.” He advises to create content, entertainment, based on each brand values. “Is not about information, is giving them something they care about and they can share. The consumer itself has become a media.” The executive has worked at important agencies such as Vccp, Scpf Miami, The Farm (Madrid y Miami), Arnold Spain Barcelona, Havas Barcelona and Wonderland Havas –where he was a founding member-. Among his awards are Cannes Lions, El Sol, Fiap, El Ojo de Iberoamérica and London Awards. He is founding partner of the international movement “Walking is good“, design to promote good health through walking.