Vega: Estamos viviendo en un mundo que no solo está globalizado
Marco Vega, managing partner in charge of brand management for The Vidal Partnership in New York, discussed with PRODU, as part of our Special Coverage leading up to the Association of National Advertisers 14th Annual ANA Multicultural Marketing & Diversity Conference, the new vision needed to succeed in todays market.Any forum that brings clients and agencies together to exchange ideas helps start a dialogue about what needs to change, not only in ANA but in any event, because we have to start a more realistic discussion. People have to admit that the world were living in has changed, Vega said.The executive also noted that the world we live in is not only globalized but entering a time when resources are getting scarcer so instead of continuing to think in terms of a better future with a return to the days of more and more growth, bigger budgets and endless resources, we have to start thinking that the real situation could give agencies and clients the chance to reinvent themselves. Brands will be reinvented for a world of scarcities where consumers are their best allies for generating content, which in turn will be the basis of the dialogue that must take place between brand, client and agency. Were crossing a threshold of creativity like we havent seen for a long time, Vega said.
