MERCADEO Versión en español
Eduardo Sarmiento of Brunet-Garcia: Being seen as fake is much worse than being invisible
Claudia Smolansky| 20 de abril de 2023
Eduardo Sarmiento Brunet Garcia
Following the acquisition by Fors Marsh of the Brunet-Garcia (BIG) marketing agency of social impact directed by women and specialized in multicultural marketing campaigns for government agencies, non-profit organizations, foundations and brands, Eduardo Sarmiento, chief creative officer of Brunel Garcia, shared with PRODU the way brands can be both disruptive and positive, just like the challenges and opportunities of the multicultural market. The disruption should be aligned with a clear goal. The interruption should not just be some kind of a scream that attempts to win attention without any particular purpose. With a clear objective, a disruption shows itself to be a creative strategy. Creatives should expose themselves to different points of view and new experiences without any premeditated objective and with a will to let themselves be surprised throughout their lives. Sarmiento also suggested that sometimes one gets bored and has spaces without purpose, so that one can make random connections that allow the sudden appearance of unexpected ideas. As for brands, they should collaborate with creatives and trust them to come up with styles that distinguish them and make them magnets of all things trustworthy, significant and memorable,” Sarmiento said. In his opinion, messages can’t be isolated and the barriers are disappearing or evolving at an “accelerated rhythm…The ideas and initiatives that are connected with human truths (love, self-acceptance, fatherhood, the joy of discovery) resonate with the public and connect brands with truths that are more distinguished than the brand in and of itself. A human truth can show itself in different shapes and colors, but almost always will reflect a universal understanding,” he said.For Sarmiento, brands should remain faithful to their values and vision, at the same time they include the diverse cultures and preferences of the audience, all of which reflect the challenges of the world we live in. “That is the stress of the matter: knowing how to be relevant for different audiences in a significant way, in line with their values and cultural identity…being inclusive and keeping a window open without forgetting to be authentic. Because in today’s world of immersive exposure, being seen as fake is much worse than being invisible,” he said.In that sense, he said that from his position he seeks to promote a culture that celebrates creativity. “I love giving people the power to explore beyond their comfort zone and fight so their ideas sprout and grow,” he said.Furthermore, he said that at BIG they worked up a model of creative efficiency and repeated it until it turned into a common language. “We collaborated with all the agency’s departments to make sure they worked productively together and to keep the teams connected at a human level in a process of insights, alignment with the client, creative development, optimized use of media, and an evaluation that measures their continued evolution and impact,” he added. As for the agency’s acquisition by Fors Marsh, he said that by joining forces, they have created a truly rich lineup of values and goals because their strengths are complementary. “Brunet-Garcia is known for its strategic creativity, and now it will have a solid access to world-class research and ideas, and will collaborate with a team that is as enthusiastic and dedicated to social impact as we are. Together, our effect will be exponential,” Sarmiento said.
