Antonio Luci y Mark D`Arcy de Facebook
Facebook CMO Antonio Lucio together with CCO and VP Mark D’Arcy took part in Lions Live with a presentation dubbed Never Lost, in which they showed how “creativity guides us with unpredictable talent.” In fact, D’Arcy said with reference to the coronavirus pandemic and the impact it has had on their platform, creativity frees the potential of technology. “Regardless of what is happening in the world, if you see how creativity and technology are being taken up by more people everywhere, both fields are obviously being democratized. Most of the best stories along with the amazing creativity and ingenuity of our platform come from ordinary people.” According to D’Arcy, the best ideas do not come from what they place on their platform, but rather “it is the answer, the crowd singing once again. They believe in connecting with a culture of ideas that calls for answers, and the answers themselves are a critical aspect of creating ideas, not the linear shape we show them in,” he said, referring to the first real story they published that was inspired by the competition between two rival samba schools in Brazil. Lucio, for whom the means and the end are now more important than ever, said we are at a time when advertisers have a chance to inspire the world to act and “to live better, which is honestly an honor and an amazing responsibility.” In that sense, he added that marketing is an immense activity that can build brands, businesses, communities, and what is more important, it can inspire the world to improve in so many ways. He also said that when there are complicated tasks that require creative solutions, diverse teams perform significantly better. “Now is the time to accelerate diversity and inclusion in our agencies and in our companies to make sure the brands we are building are talking to people in a meaningful, relevant way,” Lucio said.
