Francisco Losada of Zubi: Personalized Marketing Becomes Increasingly Personal

Associate Creative Director Francisco Losada at Zubi predicts a trend in personalization throughout the industry this year. “Personalized marketing has become more and more personal” he said. “Before, banners meant little to me, I saw them but they weren’t something that particularly spoke to me. Now I feel like they’re something we’re getting familiar with.” He added that the algorithm has been optimized. Music has an important value in advertising. “It has to be part of the conversation from the beginning. Like the visual part, music is extremely important – it’s vital. It’s hard to establish direct communication with consumers without it.”