MERCADEO Versión en español
Roberto Alcázar from Identity Mediabrands: Our Bet is Relevance, Engagement and Brand Building
Liz Unamo| 28 de octubre de 2016
Alcázar: El nuevo modelo de negocio es la creación de contenido desde la propia agencia
Identity Medibrands bets on relevance, engagement and brand building, with big data, according to Roberto Alcázar, Executive Creative Director of the agency. “I know we are in a world in which brands want immediate results, that is why betting on building the brand is important, to link consumers’ natural environment with the brand.”The agency’s new business model includes content creation within the agency itself. “Identity is betting on a model in which we acquire intellectual property that we think that has the opportunity to live together with brand’s in an organic way. Where the brand can participate and be more involved in the film project and make the most of everything that is outside the film. This is about marketing campaigns designed for the property to support the brand and vice versa” he says to PRODU.One of Identity Medibrands’ strengths, he points out, is data. “As a cluster of media, data and purchase power, the agency for creatives is a toy store that can make your job easier. They are numbers that come directly from the consumer’s relation with any brand.” He feels that the success of the recent campaign for Sling TV was the result of joining common insights. “A month after the launching we realized a single campaign can make sense everywhere, if the idea is multi-culturally relevant.”
