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Face to Face Webinar: Ideas will continue to be the industry’s salvation
Claudia Smolansky| 8 de febrero de 2022
Face To Face Webinar 8 de Febrero 2022
In the first 2022 edition of the Face to Face Webinar, Tony Waissmann of HOY LatAm in Havas, Argentina; Daniel Bermudez of Fantastica in Colombia; Jessica Apellaniz, CCO of Ogilvy Mexico & LatAm; and Leonardo Varela, CCO of Marcel and Saatchi & Saatchi Mexico, debated together with Mara Fernandez the creative trends that will influence the advertising industry this year, along with the opportunities and challenges that are likely waiting in the wings. The creatives all agreed that traditional briefs have disappeared. “We’re currently on a more day-to-day basis with our clients…so we can always have a deeper understanding of their needs,” Varela said.As for hyperfragmentation and its impact on creativity, Varela believes that today’s complex range of formats can sometimes blur an ad’s message. “We think so much about the automatization of formats that we can forget the real message. There are a lot of people who know about formats, but don’t get the idea. The brands that do it best are those that stick to the relevant message, one that’s perfect for the product, doesn’t look like a fake promise and is totally honest about what the product offers.” As for this year’s opportunities, Apellaniz said she was excited about the possibility of working in other areas outside of marketing, such as, for example, innovation. Bermudez, meanwhile, is excited about working for other markets and receiving offers from different parts of the world, while for Waissmann it will continue to be ideas that “are the salvation of the work and the business.”“We went through a pandemic that had everyone locked up in their homes, but ideas like Zoom allowed us to keep working and also stay connected with our families. We have to value ideas. I believe that after tragedies, benefits are born that heal the harm done by those times of discomfort, sadness or distancing. We must maintain our trust in ideas, so let’s keep thinking,” Waissmann said. For his part, Varela insisted that we must rethink how to include more emotion in the digital world, in technology. “We’re a little bit into the comeback stage. It still feels very cold and we have to understand that we’re talking to people with very mixed emotions,” he said.With regard to the challenges predicted for this year, the creatives agree that the main one is holding onto talent. “There are new freedoms and keeping talent motivated, united and with a desire to stay on the job could prove to be rather complicated,” Apellaniz said. See FIAP Face to Face Webinar.
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