R/GA Worldwide’s Barry Wacksman: We help brands to grow based on digital innovation

Barry Wacksman, leader in charge of the area of Growth R/GA presented in Buenos Aires his book Connected by design. The work expresses the vision that allowed R / GA to become a leading agency in innovation globally.Wacksman explained like R / GA helped Nike to grow through the creation of inter-connected digital devices such as Nike +, which generated 32 million members online- Sportband or Fuelbrand.The book also uses the case of Apple, Google and Amazon to describe a new business model based on integrated functional innovation, which is currently used by the most successful and fastest growing companies in the world.”The book is about this model and how. It is told from the perspective of several of our clients that we’ve helped. The customer number one is still Nike” Barry said.According to the leader of R / GA, functional integration differs from traditional marketing, where companies try to communicate and sell a product by product approach. Instead, Wacksman notes that “each item that Apple offers is connected by design with its other products, so that rewards users for their connection to the brand.”The book also presents a different communication paradigm. Traditional advertising is based on the interruption, technological innovation offers solutions to customers and, consequently, greater connection to the brand and growth.