Roberto Alcazar of EO: It’s important to show each advertiser’s true social value

Roberto Alcazar, founder and creative director of EO Integration in New York, conversed with PRODU, as part of our Special Coverage of ANA 2012, about the importance of spotlighting advertisers’ socially responsible side and the help they offer consumers – and the fact that these stories are seldom told.“The good news is that companies like ours allow advertisers to reveal their good social side and how they help consumers. We like to think we’re a meeting place between companies’ core business interests and the experiences they give consumers, who are looking for a lot more than just products and services. Which is why they identify more with the philosophy and human outreach of service companies,” Alcazar said.The creative said that as a social content agency, EO helps companies bring these stories to light that are sometimes lost and that go beyond the products and services seen in their traditional ads to include all those praiseworthy social contributions the public seldom sees.“They let us in as if we were making documentaries to discover the true social value that each of these projects has and then to make them known to the public by means of communication strategies,” Alcazar said.