Lacorazza: la colaboración entre agencias es necesaria para el éxito
Wells Fargo’s EVP, Brands and Marketing Advertising, Michael Lacorazza talked about the power of total market at ANA’s Multicultural conference. In a series of lessons, he explained what he has learned from the multicultural market. His first lesson is: “Your organization must mirror your audience.” Lacorazza said that collaboration between all agencies is needed in order to have a good point of view for the brand, to enable the implementation of total market strategies. “If everything is collaboration without a strategic point of view, it will be a disaster. If you have a very strict leader agency you won’t have the best ideas. What we discovered was that collaboration between agencies is needed for success and that we all win when one proposes the best idea.” He also recommended to evaluate in detail the media plan. “Sometimes you will have to create your own measurement tools when you’re talking about so many cultural groups that you’re addressing, in order to define where to publish.” He highlighted that brands must be brave and not always take the easy path. “We were criticized a lot for our LGBT family with disability campaign, but we were honest with our values and ideas.” Wells Fargo has stood out for its important effort towards Hispanics. “For us, all the new accounts come from millennials and half are Hispanics. So we built a Hispanic girl archetype, her behaviors and how she manages her money. We received very subtle multicultural insights that made our work very different and welcomed by this consumer.”
