Ivanna Casado of Teads: Creativity is connecting unconventionally with audiences

For Ivanna Casado, VP LatAm Sales at Teads creativity can have multiple meanings, but regarding the industry it will be the ability “we have of creating a message that connects unconventionally with our audiences and that generates a different impact on our usual perception about things.” Regarding the thanking campaign promoted by the 2016 Cannes Lions International Creativity Festival, Casado told PRODU that her gift to creativity will be better means or tools to convey different creative messages. It’s important to reach audiences in a spontaneous way -she said- and a classic example is the new mobile devices app Vertical Inread. “Paradoxically, Vertical Inread is in the end, a disruptive format because it changes the usual way we use to connect with online video content, but in fact, by using this format we’re reaching the user in a more spontaneous way and with a more positive impact for both user and audience.” For Teads, one of the challenges is in creating means that help reach consumers in a more natural and effective way. “Consumers require to satisfy their needs in a matter of seconds.” She adds: “Human beings connect much better with the intangible at an emotional level. The relationship of a product with a positive sensation has great value. The overtime connection of a product related to positive values is very important.”