The Association of Transformative Creativity Agencies (ACT) has announced the renewal of its Executive Committee , after holding its annual assembly. The following professionals have joined: Claudia Safont (TBWA), Miguel Simoes (LOLA), Paco Grande (VMLY&R), Antonio Pascual (My Dear Watson) and Miguel Olivares (La Despensa). The ACT wanted to address, on behalf of all its associates, José María Rull (DDB) and David Coral (BBDO), who are leaving the Committee. They have thanked them for their great involvement and all the work they have done over the last few years to make advertising a relevant engine of development within Spanish society. In addition, he made a special mention of the change that Rull has promoted within the association, to make it a benchmark in the sector that seeks to improve the industry and value creativity.
The Executive Committee would then be as follows: Nines Mayor (Innocean) Cristina Barturen (Arnold) Miguel Conde (BAP&Conde) Carmen Fernandez de Alarcon (Havas) Paco Grande (VMLY&R) Vicente Hernandez (M&C Saatchi) Alfonso Marian (Ogilvy) Miguel Olivares (The Pantry) Claudia Safont (TBWA) Jordi Rosas (&Rosas) German Silva (PINK LAB™) Miguel Simoes (LOLA) Antonio Pascual (My Dear Watson) Agustin Vivancos (PS21) Balance kuwait business email addresses the last year of the ACT and purposes for the next On the other hand, during the assembly a balance of the first year of the presidency of Agustín Vivancos was made . For this period, the creation of the new ACT manifesto was as an objective, which was last February. Emphasis was on vindicating creativity as a tool to generate business and promote ideas as a driver of transformation. Likewise, work was done to achieve the other proposed goals.
In This Way, the New Strategic Lines
That govern the association were, the membership base was by 46% so that the ACT represents the best in the industry, the entity became more participatory through sessions and assemblies and projects have been that help improve the sector. One of them has been the launch of the Contests Observatory. In any case, the ACT will continue to develop key projects and actions around three major paths over the next year. These are: talent, the effectiveness of public and private contests and the influence and relevance of the advertising industry within society. The example that appears on the table is that of Netflix, a platform that users acclaim, but that they would stop consuming if their content is by advertising.
In this line, from Hero, Benedicto shares that ” we must flee from traditional advertising formats and ensure that the brand is into that experience “, while García explains that it is not so much the place, but the content and insights that you want to convey. Bordas agrees that the platform has to meet the objective that we achieve. While de Vicente explains that “ platforms are still aggregators of audiences and interests . People with a certain interest are on a certain platform. This is the first segmentation to do. From there, the flexibility they give us is capital, and I also think that the bidirectional relationship that is in many of them is very powerful”. For Bordas, the human being is a brander.
Humans Need to Associate, We Are Social
Beings and we need to be with things that we want to be. It is not so much that people search, but the perception that there is now of the brands”. And he adds that in surveys, the consumer does not really say what he does or thinks. Something that we must also take into account. Something that Vicente reinforces when explaining that, many times. Consumers declare brands that they do not consume, but that they aspire to. That brands are still important to the consumer is a fact. De Vicente recognizes that the most valuable are those technology startups. Like Spotify, that were born as products and have behaved as a brand from the beginning . To which Spotify replies that “ this has to do with user relationships.
Each user’s Spotify is different because it is to identify the tastes of each consumer. So the content is special and you know they will like it”. An example of good execution in the perception of the audience. The meeting ended with a sentence from each participant to summarize what Brand Utility and brand entertainment mean to them. María Benedicto (Hero): “The importance lies in personalization to connect with the user. We want to connect with them and that the relationship goes further. Putting the consumer at the center and trying to listen to him”. Álvaro Bordas (Pascual): «Coherence, sincerity and consumer experience are the main keys to contain. The trust that is so essential in today’s relationship with the client». Rodrigo González (Spotify): «It is essential to offer mass immersion experiences. With content adapted to the audience and based on trust.
