Moreno: Cada cosa que hacemos nos preguntamos si es Loud and Clear
The Creative Brand Director at Richards/Lerma, Miguel Moreno, feels that people these days don’t believe so much in ads and explained that the agency’s strategy to face this reality is to create entertaining pieces that communicate a single benefit, like their new campaign for Metro PCS. “All the campaigns and pieces that come out of Richards/Lerma must comply with the agency philosophy. We ask ourselves if each thing we do is Loud and Clear” he commented. “Loud, because it has to be memorable, break the mold. Clear, because it has to be simple and strategic. A complicated idea is not understood and therefore doesn’t work.”Moreno shared that his campaign for Metro PCS has been very relevant for consumers. “These pieces talk about things that have happened to all of us, but told in a way that makes them memorable” he said. “MetroPCS has always had an approach that is different from other cell phone campaigns. The insight of the campaign is very simple; we all depend on our cell phone to always be connected, whether it is for a concert, to win a coupon or simply to show our friends a video. But what happens when your network isn’t reliable? You want to download something and it takes ages? The little death wheel appears and leaves you bad in front of everyone. That is the moment when you know you have to change to MetroPCS.”The creative highlighted that the working relationship with this client is amazing. “I would say it is teamwork. Like playing doubles in tennis. At the end of the day, from both sides, we know that the most important thing is to have the best possible campaign, for it to stand out from the competition and deliver very good results.”
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