Cecelia Wogan Silva BN
The session titled Consumer Mindset & Brand Growth for Purpose-Driven Marketers by Cecelia Wogan-Silva, director of creative agency development at Google, was a learning experience about how brand growth and strategies are evolving in a world of changing attention spans and a demand for authenticity. “Some 92 percent of consumers trust influencers more than advertising or (endorsements by) celebrities, because they offer emotional intimacy and are valued for their credibility,” she said. Penetration and scope must be accurately applied, based on intention – patterns, life moments, affinities and customer targeting – in order to pinpoint “the right people in the right place at the right time,” Google’s creative asset said. “Creative distinction connects with people emotionally and is super important because decisions are emotional. It is really important to have profound relations.” For campaigns to be effective they must have penetration and distinction. “Visual language is truly important and can lead to a growth of 15 percent,” Wogan-Silva said. The truth is that the rules of the game have changed, notably in the ways to develop more compelling messages that connect better with consumers. “For some people you should stop delivering the story, but for others you must open the door, not to generate more frequency but to reach a more diverse target,” she added. The CMC Conference, held from June 10 to 12, brought together in Dallas the marketing leaders of the most important agencies and marketing associations, prizewinning creative directors and pop-culture experts in a series of talks and panels.
