Bettina Abascal, fundadora y directora de Momentum Solutions
Covid-19 has interrupted everything, and though an economic recession is forecast due to the pandemic, the advertising industry is looking for formulas to continue driving up its numbers on the positive side. With more than 15 years of experience in the multicultural market, Bettina Abascal, Founder and Director of Momentum Solutions, maintains that user-generated-content projects are an excellent option for keeping brands in touch with their consumers. “I have worked for several years with partners in technology, user-generated content, animation studios and audio solutions,” she said, adding that her clients have been very proactive, especially the production companies. “As soon as the pandemic was declared, they were already thinking of plan B and C. Everything went into remote mode immediately,” Abascal added. “Plus they have plans about how they will manage their shoots under the circumstances we’re currently going through – without a crew, almost without talent. I invite agencies to get production companies involved starting with the brief, so we can all think jointly about how to carry out the project successfully. That’s why I never liked the term salesperson – I much prefer to say partner.” She is currently developing several projects focused on user-generated content, as well as microsites and apps. “In this crisis, we have to be more creative,” she said Abascal believes that shoots will undergo a transformation and will get back to normal in a phased manner. “When we return to normality, it will be with many precautions.”
