Alfonso Alcocer
Alfonso Alcocer, advertising partner, Marketing & Commerce S-Latam at Deloitte Digital, spoke about next year’s trends at the Effie Mexico 2021 awards ceremony. He predicted that an ad agency’s success won’t come without a client focus. “Last year everyone tried to respond to the unprecedented blow of the pandemic, whereas this year brands have been trying to get back to normal, and the best positioned even seek to prosper in an ecosystem focused on the client,” Alcocer said. Studies reveal that 60 percent of successful brands have a goal in mind that serves as their guide for taking decisions. As for inclusive marketing, he said that it is the youngest segment of the population that most notices advertising intended for everyone. On a more basic note, he said there’s nothing worthwhile about an advertising message without an underlying strategy. Alcocer also noted that agencies must take advantage of the hybrid work model to fill job vacancies where particular skills are required, while contributing more diverse ideas and the chance to geographically approach their business partners. “We must rethink the traditional forms of talent,” he said.
