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FIAP Face to Face Webinar: The challenges in creating advertising content are to captivate, bond, engage, and adapt the message to new platforms
Josefina Blanco| 19 de septiembre de 2023
FIAP Face to face Webinar 19 Septiembre
The creation of relevant content and storytelling is vital for advertising, and today, more than ever, due to the rapid evolution of media and the way messages are consumed. Given this accelerated transformation, the FIAP Face to Face Webinar brought together a group of experts from the marketing and advertising industry who shared their visions and insights in the panel “Creative Content and Storytelling in Advertising.”The group of experts included Paulina Parra, Managing Director of Ariadna Communications Group; Gonzalo Montaña, Global Head of Media at Rappi; Laura Flores, General Manager of Hogarth México; Omar Carrión, General Manager & IMC & Brand Engagement at Kellogg Latin America, and Jesús Benítez, VP of Expansion at Adsmovil; and moderated by Mara Fernández, Chief Transformation Officer of PRODU.Regarding the role that creative content and storytelling play in advertising today and how to be successful in this craft, the participants underlined the need for these messages to captivate, bond, and generate real-time engagement and emotional connections and that coherence must prevail between all the codes involved. These were some of the topics discussed during this compelling and fruitful conversation.
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