Barham: Las marcas ofrecen verdades universales
This year, TBWA Chiat/Day Los Angeles has been developing a brand or foundation strategy, where they are defining the brand’s role in relationship with culture and people life. According to Nick Barham, Global CSO of the agency, there is a huge explosion of analysts looking at big data and thinking about how to use it to understand people’s behavior. “So, what we’re seeing is people becoming specialists in a particular area; however, the best strategist is someone that is able to dip into all areas, as relevant tools” he said. For Barham, one future advertising is personalization, and the other is universality. “They are two parallel and relevant trends. Of course, through programmatic media buying and contextual content you could make specific messages for a certain community, and sometimes even to an individual. Brands offer universal truth, meanings or values. So often people look towards brands to share experiences.” The agency has always been about building big iconic brands such as Apple, Gatorade, Evian, Nissan. “These are brands where we’ve identified disruptive platforms and had made creative executions around those platforms again and again.” He added that they have something called disruption live, which is a social listening and analytic tool that allows them to see what’s happening in culture and think about where are the right places for their brands to show up.Watch video
