Bryan Wiener, presidente ejecutivo de 360i
Bryan Wiener, Executive President at 360i, points out that there is no magic formula that defines how the agency of the future will be, but there are characteristic elements to succeed in the industry: storytelling and planning.”Wiener shared on the stand of the Interactive Advertising Bureau (IAB) Conference the reasons why the agencies of the future need to co-create for the growth and innovation of brands in the digital age. “We must plan and know how to adapt. It is something we don’t talk about at this time, it doesn’t matter if you handle it with an outside team, the important thing is to handle that environment to generate your strategies. Teams must know how to handle that approach to audiences.”He warns that it is better to have freedom than to have plans, since this enables adapting to what the consumer asks for.For Wiener there are two ways to narrate stories and get consumers’ attention: ascending and descending. “You can connect the classic way: presentation, climax and outcome. While in the descending way it would be with a focus boosted by data, digitally geared, but not limited to that area.”
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