Hector Hernandez Casanova McCann
For Hector Hernandez, creative director at Casanova // McCann, the agency sees creativity as indispensable as ever – but what has changed is the approach. Creativity, he said, has always been essential for the survival not only of agencies but for so many aspects of life. “The pandemic has taken away from creative departments their exclusive hold on inventing the message and the presentation. Innovative ideas are no longer the exclusive province of a position or a department, much less of an ad. Creativity is enormous, as can be seen in the way we now handle media, strategies, the communication of ideas, and in general in how we solve problems. Creativity has ceased to be a gift of the few – it is now a way of life to which we all have access,” he said. Creativity has been democratized. Today’s consumer not only reacts, but also thinks, creates and shapes the messages he consumes, Hernandez said, adding that “the pandemic has exacerbated this. The challenge for brands and agencies is to evolve and apply creativity not only to the message itself, but also to the way of interacting with the consumer. Today’s advertising has to look less like advertising to be effective.” Hernandez concluded that although this change has already begun, some brands are still afraid of the unknown, and their presentations, once so effective and which gave excellent results in the past, continue to be the same but within a different reality. “Agencies now have a new mission on their hands,” he said, “and that is to serve as a guide for their clients during this transition…to weigh anchor and sail to the new shores awaiting them.”
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