MERCADEO Versión en español
Hernán Cerdeiro of AnyGivenDay: A high percentage of clients is inclined to work with independent agencies
Liz Unamo| 7 de diciembre de 2021
Hernán Cerdeiro de Any Given Day
AnyGivenDay closes 2021 with such growth in a number of projects that it can position itself as its clients’ strategic and creative partner. Hernan Cerdeiro, founder & CCO of the agency, commented that this year has been unbelievably intense. “It was a strange year that we began without knowing how it would end. We picked up some new projects and clients, for which we’ll be working in 2022, and we’re entering into some new agreements. Those are some of the challenges we face as an agency – to keep going in the right direction and, more than anything, to maintain our standards of creativity and attention to clients.” As for the company strategy that makes AnyGivenDay so different, Cerdeiro said it has largely to do with its adaptability. “What we’re saying is that beyond consumers and their changing habits, one also has to know how to adjust to the evolution of brands and clients, and the trends in how they choose their agencies. In AnyGivenDay we have a very transparent way of relating to clients in order to inspire absolute confidence. We want them to feel that when they work with AGD, we’re like an extension of their very own marketing team. For that reason we say that we’re outsiders with in-house dedication.” One of the challenges left by the pandemic is how we connect with consumers, but with a closer, more human perspective of what we’re all living through. “People have been thinking differently during the pandemic – they haven’t been receptive to advertising messages, basically they haven’t been interested in them at all. Their focus has naturally been elsewhere. We’re coming out of that a little now, but we’re still not the same as we were. There’s a before and an after, and it’s our job to decipher where we’re at on that scale in order to connect and stay connected with consumers once more, but from another perspective.
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