Laura Desmond, Uptake Technologies: We Must Change The Way We Do Advertising To Obtain Better Responses.

(Manuela Walfenzao / Chicago). Laura Desmond was the CEO of Starcom Mediavest for eight years; she is currently Technology and Data Advisor. During her presentation, View From the Top, she spoke about the big transformation that is taking place in the industry, which is based on three global trends: a more mobile, personalized world with more screens. “Each consumer’s brand experience raises the bar for the brands that will come in the future. When you have a personalized experience, you will want to have on with all brands. Advertisers who address Latinos must make the most of these trends” he explained. According to Desmond; brands, agencies and advertising companies who want to survive in this context must build a Data IQ and have technological tools in order to activate game-changing insights. Another trend that will pop up is the increase of voice commerce, which will have an impact on bilingual consumers. “My multicultural market thesis is that the Hispanic population continues growing and is a super consumer that increasingly dominates the market. People think that with data you can bet more on total market, but I think that the more specific and unique the insight is, the more universal it is” he added. “We are facing challenging times, people wonder about the importance of advertising, paid media and I think that today data is the key to cover this landscape and we must change the way we do media and advertising in order to obtain better responses”.