Drab: Con toda la diversidad multimedia, lo táctico pasó a ser 80% de comunicación de una marca
After 21 years on the market, Drab Brand Agency learned how to evolve according to clients’ needs. With this experience, the agency has developed four areas: Strategic Consultancy, Overall Image, Creative Communication, and Audiovisual Production. “Tactics have been growing and with them the interactive media. The multimedia diversity tactics are now 80% or 90% of brands communications” said Ricardo Drab, the agency’s CEO. Based on the fact that brands work with a broad roster of strategic partners, where sometimes the overall image seems to dim, the agency developed a Brand Engagement System; a system of visual identity that aligns the brand in all its touch points. It integrates the roster to reinforce them, and develops validation processes for the marketing and communication departments. “What we do is unite and homologate how the brand works. In the other hand, we aid strategic partners to manage order and efficiency giving them marketing validation tools” he said. Among the projects developed by the visual ecosystem are Powerade of Coca-Cola and Fibertel. The truth is that advertising agencies working as brands’ strategic partners don’t worked out -maybe globally- to their clients’ expectations. “Brands not only tell stories, they also have to generate executions of what they are. Brands conversation occur in social network. Currently a network or a post has as many or even more followers than an ad in a magazine” he noted.
