Osuna: La creatividad es poder expresar algo de forma única y relevante
Fernando Osuna, CCO at Lopez Negrete Communications noticed that brands must apply transparency. “Brands have to create a greater value than what the product or service purely offers. Real conversations with consumers should take place, learn to adapt to hyperlocal and discard patronizing and generic messages language.” There are more and more products, standardization, competition and media or platforms -Osuna said-, but this doesnt change the basic principles to make relevant communication, which includes understanding and putting oneself in the same position of the consumer youre addressing, thinking in great ideas and concepts, and understanding how these should be born and grow before thinking in advertising in media. “You must understand consumers, what they do, how they interact each moment of the day and in what way we can generate a conversation more that only delivering a message” he explained PRODU. Regarding the 2016 Cannes Lions International Creativity Festival, Osunas gift to the industry would be: time “to produce great ideas, look at them from all angles, challenge them, love and hate them, destroying and building them again. Time is a luxury in this business” he noticed. Regarding the concept of creativity, Osuna said: “To be able to express something in a unique and relevant way to such an extent that what youre saying is so interesting, controversial or fun as what you interrupted when doing it.”
