Jano Cabello
At Stuart Brand Innovation they call themselves “brand doctors” because they conduct examinations that show exactly what kind of treatment companies need. “We had the case of a company with several dental clinics whose executives claimed their webpage wasn’t selling – but when we checked, we found through surveys that the board was mistreating workers and that negatively affected customer service” CEO and Brand Manager, Jano Cabello said. The greatest challenge, speaking of big agencies, is to control the structure when there is a total paradigm change in advertising. “Brand management can be handled by the same company with a 6-person agency, a much smaller budget and much better results” he said As for creativity festivals, Cabello feels the spectrum of what wins awards needs to be expanded: “We must apply not only the measuring rod of creativity used for big media, but remember that many other approaches must now be assessed in advertising, as in the case of My Journey. How well we work on clients’ brand experience is also worthy of awards.”
