2016 Cannes Lions International Creativity Festival is thanking creativity in its new campaign. PRODU interviewed several industrys leaders about creativity, among them Alejandro Santangelo, Senior Editor at 2150 Editorial. “For me creativity -particularly in advertising- is creating a new perspective about a product or service which had previous insights” he explained. If he could give a gift to advertising, it will be to those who lead the industry. “Ill give them more education, beginning with clients. With more education everything can be solve.” The challenge established with consumers some decades ago continues to be in force, he said. “Anyway, I believe that we should generate an accurate connection between brands and consumers. We need to bond with the brand in order to spend our money on it. This hasnt change in the past 50 years. The challenge is the same.” There are many products nowadays with several intrinsic values, he said. “When purchasing, the consumer chooses either-or depending on these values.”
