Law: Las historias tienen que ser interesantes y sencillas
For Nick Law, VP and Global CCO at R/GA, the creative process in advertising has been constantly undergoing transformations and not always in a very clear way in agencies. According to the recognized advertiser, being considered “creative” nowadays demands a great deal of obsession, knowledge and courage. “Advertising cannot expect to tell stories to turn them into consumer behavior. With the amount of over exposure to messages, it is imposible for advertisers to think that the excellence of their message will ensure success” emphasized Law in his presentation, one of the most awaited at ElDorado Festival in Bogota.He added that it is important to have pop culture as a foundation, all that surrounds the people whom the message is addressing. “Stories have to be interesting and simple. All we do in RGA has to do with the message itself and with the behavior of those who surround it” he stated.He also explained that agencies must constantly re-evaluate their knowledge of their surroundings and, if they have the appropriate talent. “You need the right people, but not only that, also a well-prepared structure, because if not, you won’t know what to do with the people you add” he stressed.Finally, he highlighted creativity as the industry’s only and true path, a guide that will continue evolving inasmuch as those who work here are able to break their paradigms.
