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Inflation is an economic scenario that dictates changes, as is the new advertising scenario.
An element that stands out in advertising is the ability of brands to enhance the message.
To achieve integration between brand and consumer, creativity becomes an unmatched margin to achieve results.
Juan Carlos Mendez, Co-CEO of Fourteen Days, explains in this exclusive interview for Market2.0the challenges that come in advertising East 2023within a challenging scenario such as the one dictated by current inflation in various economic scenarios.
Juan Carlos Méndez – Definitely in scenarios as adverse and with as much uncertainty as the last two years have been in the country and in the world, any certainty of business security would mean a positive indicator that adds to an agency’s growth score, but For us, the most important thing is what is behind it, that is, that this is not the objective itself, but the consequence of having considered and achieved a series of factors:
1.- The ability to transform yourself in the face of the ever-changing context we have been through and define the exact place we want to be as an organization in a certain future.
Through converting what we identify as a trend, into a clear objective that guides us towards that scenario.
2.- Specialization coupled with a great density of talent: Identify what we are best at and what we enjoy doing the most, as well as having only the best possible talent to carry it out.
3.- Maintain our commitment to contribute in a balanced way to all our stakeholders: Clients, collaborators, partners, providers, industry and society. And always in adherence to our purpose of: Challenging the established truths to present ideas that improve the world.
Merca2.0 — Advertising campaigns support their creative body, more and more, on the insights provided by data narrators, in fact, it seems that a campaign can no longer be thought of without a data back, is it possible to deliver campaigns before that the insights
found to lose effect and how are creatives achieving this?
JCM – The founder of Linkedin said “if the first version of your product doesn’t embarrass you, you launched it too late”. He was quite right. In the creative industry, we need to implement the solutions we are generating as soon as possible, because if the context changes they might no longer be useful. Moving from paralysis by analysis to action by experimentation. There will be time for a 2.0 version that brings the necessary patches.
Merca2.0 — Which department has undergone the most drastic change in your agency in the midst of everything we are experiencing?
JCM – Our Department of intelligence Today it conforms to specialists in ResearchStrategy and performance. It is a department that is increasingly relevant in the development of our projects and has given us an important differentiator in the market.
Before, it was not only a smaller department, made up only of a couple of researchers and data analysts, we considered it only in some projects for some clients and with one more “value added” quality. Now it has grown a lot in capabilities, in size and in the products that it is capable of developing to the point of having become an independent and specialized business unit.
