Seven out of ten people are willing to change brands if it does something positive for society.
Every successful creative campaign has to connect.
In 2022, advertising investment in North America registered 319 billion dollars.
The marketing industry is one that has changed in recent years, and this change can be seen in the teams of marketers and creatives that are increasingly promoting more ideas in line with today’s society. With this, Marcela Ángeles and Francesco Vicenzi, Creative VP’s at Media.Monks, explain the importance of promoting a work culture or work environment that allows creatives to work and think about ideas that help clients achieve their goals.
Changes in the industry have been a little more noticeable since the Covid-19 pandemic, where consumers have been transformed and they adopted new structures in their lives that many of them transferred to the companies they follow and consume.
Given this, this new audience has made brands more aware of the cultural and social movements that occur around them, thus turning them into more personal and participative companies.
This reality has been reflected in data from the market measurement company, Nielsenwhich explained that seven out of ten people are willing to change brands if it does something positive for society, while six out of ten would even pay more for their products.
Work culture and creative ideas
Under that premise, In an exclusive interview for Merca2.0, Marcela Ángeles and Francesco Vicenzi, Creative VP’s of Media.MonksThey explained how they have been applying their creative strategies in the agency, focused on the inclusion and diversity of a work culture.
“Our great task is to create a culture or a work climate that allows creatives to be able to work and think about ideas that help clients achieve their objectives and by doing that a little, to get to appear in the international media or some festivals in general”, said Francesco Vicenzi.
In that same order, he added that Media.Monks is looking for the hand of the entire team to be able to believe and do relevant work for each of their clients and their audiences.
“An important part of the company’s vision is collaboration, and we have a way of working with everyone from the different areas, and the machinery in all areas works very well, precisely because we work as a team and our objectives are aligned” , explained Marcela Angeles.
Likewise, both creatives consider that the diversity in the work teams makes the difference and can be seen reflected in the creative ideas that they present in the advertising campaigns. “To be relevant it’s important to be culturally interesting and to be culturally interesting and relevant, we need the whole culture to represent a certain team of people. Having more representatives of different subcultures makes it easier to find observations that are culturally relevant.” Vicenzi asserted.
For her part, for Ángeles, since the agency works with the culture of diversity and equity, they have results that reflect them. “It is something that we work on every day, it is not easy, but from our trenches it is something that seems very important to us and that also adds a lot of value to the product we make”, added.
This duo seeks to continue taking the agency to international festivals with these initiatives, as an example this year Media.Monks was among the winners in the Film Craft category, with his short film I’m a Criminal for Girls not Brides. A project they did in order to make visible the reality in which some 300,000 girls live in Guerrero, Mexico: being sold for marriage and being considered “criminals” for running away from their “husbands”.
With this success and with this structure, the creatives trust to continue contributing ideas that generate a strong message for all people. “There are more and more tools that can help creatives think more precisely, data and strategy hand in hand with creatives as the first stage of any brief. By having so many tools and so many departments working in the same agency, we can have an even better end product.” Vicenzi pointed out.
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