MERCADEO Versión en español
Andrés Wolff from Underdog: We listen to audiences, find strategic diamonds and translate them into creative pieces
Manuela Walfenzao| 29 de enero de 2016
Founder and Creative Director of Underdog, Andrés Wolff, knew since 2011 that Big Data would be a revolution. Since then, he began to work on his digital creative agency to turn it into a marketing tool that allows brands to create content in real time, specially designed for their audiences.”Big Data has always been undisclosed, now it is the future of communication. We hear and analyze all the data that comes from audiences. We interpret insights, find strategic diamonds and translate them into creative pieces” explained Wolff. “Through a lot of digital tools, we help advertisers create more personalized messages and in real time.”Among their services, they offer analytical research, social CRM, social media, media purchase and constant monitoring of everything that is being said about the brand. “People are saying what they want all the time. The case of Netflix with House of Cards is the perfect example. They listened to the audience and made the series the audience was asking for, hence their success.”Wolff mentioned they have immediate response capability to produce audiovisual material in New York, Miami, Los Angeles, Houston and Dallas.2015 was very positive for Underdog since they had great original content projects with Honda, State Farm, Heineken, Silverado, Chevron and Terra Music, for the Hispanic and the general market. “We collaborate with agencies, clients and media agencies. We move at different levels, according to the needs of the project” he ended.
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