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Andrew Swinand of Leo Burnett: Design Around The Consumer, Not Technology
Manuela Walfenzao| 26 de septiembre de 2017
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Andrew Swinand, North American CEO of Leo Burnett Group addressed the 2017 AMA Annual Conference where he said that marketers should listen to what consumers are saying to figure out what consumers’ problems are. To better know what people are looking for and provide creative solutions that inspire prosperity, Swinand explained that you have “to design around the consumer, not technology.” An example of this was a campaign the agency did for Pantene. During the research stage, they found that many women switched hair care brands during “bad hair day” moments. Using that insight, the brand partnered with Watson and the Weather Channel app to give people geotargeted notifications triggered by weather to show when conditions may lead to a bad hair day, and customers were directed to Pantene products at a local Walgreens to tackle those conditions. The result was that Pantene saw a 24% sales increase. “It was knowing the moments that matter and utilizing technology,” Swinand said. “I like to think about production now as assets not ads. In this campaign, we created thousands of assets.” To figure out how to use technology to serve people, Swinand said marketers should do a little but learn a lot. By this, he means marketers should not adopt more new technology than they can possibly learn. And, as always, technology and campaigns need to constantly be tested. According to Swinand, marketers need technology and intelligence to reach consumers in 2017, but without testing they may end up “burning gray matter” to solve the wrong problems.
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