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Archer Troy explains to Merca2.0 what has been the main change in creativity over the 20 years that this medium has reported the best in marketing and advertising.
Zenith warns that the growth in investment internationally within advertising will be 9 percent during 2022.
A radical change has been key in the management of ideas, making creative industries such as advertising in Mexico grow and establish new communication parameters.
Mike Arciniega, Creative VP & Founder in Troy Archerknows that one aspect has been crucial in the 20 years he has been Merca2.0 in the market, the radical change in creativity.
Merca2.0 – In 20 years, how has the advertising industry changed?
Mike Arciniega – The change in these 20 years has been radical; communication and ways of communicating are now totally different. A radical change that is becoming faster and more constant. The way in which a brand connects with its user and how the latter responds to messages is completely different. We went from one-way messages to two-way messages, where the user’s ability to respond is immediate: audiences are no longer just receivers of messages, they are part of a dialogue and collaborative work. Today brands are not consumed or at least, not only that. Now lifestyles and ways of thinking are adopted through what advertising messages offer.
– The creation of branded content, user experience and storytelling as the protagonist of our day to day, has taught us to change the way we approach projects and what we can offer our clients –
Merca2.0 – In these 20 years, why do you consider that Merca 2.0 is relevant and has helped in the evolution of advertising?
MA – Without a doubt, it has been a leading actor in the construction of our Mexican industry. A faithful witness of everything we have experienced and of what is needed for Mexico to become that creative power in the region and the world reference that we have all sought for so many years.
Merca2.0 – How has your brand changed?
MA – As an independent creative agency, we have adapted lightly and dynamically to new forms of communication and we have been able to understand how to get on this technological revolution. The creation of branded content, user experience and storytelling as the protagonist of our day to day, has taught us to change the way we approach projects and what we can offer our clients. Free creatives and the most independent of the independents, they have given us our statement and mantra to be a benchmark in our local Mx industry and occupy the place we want in the Latam region.
Merca2.0 – What have been your strategies to position your brand in the market?
Prioritize the value of ideas above all things. Nothing is more important at Archer Troy than creating ideas. Always with three factors that govern our philosophy: Love for what we do. Hungry to learn. Courage to never give up. This added to the use of technology and a better understanding of digital habits, for the benefit of ideas.
Although I will always prefer to think that our best strategy has been just not having a strategy.
Merca2.0 – What is the differentiator compared to the competition?
MA – Our best competition is with ourselves and our way of having a differentiator is to seek to improve ourselves day by day. Demand will continue to be an implacable factor and the search for that balanced performance between creativity and effectiveness will continue to be our ambition.
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