Roberto Alcázar, director creativo ejecutivo de Identity Mediabrands
For Roberto Alcázar, Executive Creative Director of Identity Mediabrands, creativity is the direct effect of curiosity. Regarding the gratitude campaign promoted by the 2016 Cannes Lions International Creativity Festival, Alcázar told PRODU that if he owed something to creativity it would be “that it has made me stay curious about absolutely everything and the stubbornness to keep hearing yes when someone says no.” With all the noise around, he says, one of the most obvious challenges is to now find consumers attention. “Nowadays, talking about creativity without talking about the advertising environment is no longer an option. What one brand says, now has to do with when it says it.” He comments that the autor Simon Synek appropriately poses that consumers no longer buy “what you make”, but “why you make it.” “The challenge is in finding that space where the brand is a natural part of its context and be able to identify consumers microworld, where the brands presence can feel natural.” Mentioning another creative, Ty Montague, he maintains that brands are now part of each consumers personal history. “Today, if a brand doesnt share its values and the context that surrounds him, it is unlikely for it to be part of him” he sentenced.
