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Edwin Pineda, CCO VMLY&R COMMERCE Geometry Colombia, spoke with Merca2.0 about what is expected for the Cannes Lions Festival.
One aspect that has determined the value of creativity festivals is that which has to do with the way in which consumption has been reconsidered.
There are increasingly important resources in consumption, which remind us of the basic aspects of the maturation of an idea in the market.
Edwin Pineda, bcc of VMLY&R COMMERCE Geometry Colombia, spoke with Market2.0 about the Festival of Cannes Lions 2023 and in the run-up to this event, decisive activities have been consolidated in the communication demanded by the consumer.
This has allowed us to see a very interesting projection and that is that based on figures of the AMIPCI, the IAB Mexico and the Alliance for the Strategic Value of Brands together with the Media Research Council, it was estimated that the percentage of investment in advertising would go from less than 10.8 percent in 2020 to 19.3 percent in 2021, which makes toral talk about advertising and how the management of ideas is taking place in the mexican scene to compete in upcoming festivals.
Merca2.0 – What is the spirit of the global VML&YR COMMERCE network ahead of Cannes Lions 2023?
Edwin Pineda – At the beginning of March of this year we had a convention in Milwaukee, United States. There, COMMERCE directors from various regions met for 5 days, and evidently, there is a spirit to build for the other, to contribute and receive as a single team.
In this way, it is clear that we have a significant number of ideas that will compete in Cannes, we have a very wide sample of projects that solved business problems from digital, experiential, innovation and product; ideas that are culturally relevant and that generate conversion. With all this it is impossible not to be in high spirits.
In the discussions we had, a network that works and vibrates like a single office is evident.
I’m talking about many people, cultures and colleagues where we understand that the results of an idea benefit us all; and working in a space like this generates commitment and lets us know that we are part of a whole.
Merca2.0 – What work done for an agency brand in 2022 would you highlight?
EP – I would like to highlight the result that we achieved for Vanti in 2022, since Vanti stopped being just Vanti, the natural gas distribution company, to become Vanti, More Ways to Move Forward. Under this new premise, Vanti is becoming an energy services and solutions company to improve people’s quality of life, its main objective.
The challenge was to achieve a positive impact on the audience for a public service company, this was done through collaborative work, where the company strengthens its value offer, while we potentiate from the agency’s actions. Working with the team of Maria Paula Verga, Marketing Director of Grupo Vanti, we determined that the objective was to publicize the new Vanti products, designed to improve people’s access to a better quality of life through three pillars: the diversification of the service portfolio, the generation of sustainable well-being, the progress of Colombians and the democratization of services.
To achieve this, there were many barriers because, although the brand was in their homes and vehicles every day with the gas service, the objective was to make them see all the potential of the new services and that it was a choice to choose us. After a year of work, in this first Q of 2023, we saw the studies with the results of the work carried out in 2022 and it was very gratifying, it was much more than expected, while it gave us new opportunities for this 2023.
Merca2.0 – Are there new sources of inspiration for occurrences, to turn them into ideas and these into powerful creative campaigns?
EP – As long as there is a conscious observation we can identify new sources of inspiration, since they are everywhere; from the new behaviors resulting from new shopping, entertainment and learning platforms, to the technological innovations that change the way we live every day, and that also change entire industries. It is up to each one of us, from the area in which we work, to decide whether to adopt them, criticize them, resign ourselves to them or reject them.
However, beyond all this, the changes we are experiencing today in such an accelerated way revolve around one thing: people. It is from observing this relationship that new sources are constantly found, for example, the case of NFTs that in 2022 already had its own category in some festivals, and probably, it will also be the case of Artificial Intelligence on a day-to-day basis. of many industries and of life itself.