César Agost de Founders
According to Cesar “Checha” Agost Carreño, founder and chief creative officer of Founders, what an ad campaign must have today is empathy. It has to get close to people, show that it understands what is happening in their lives and try to connect with them in a much more honest and personal way. “Because we are witnessing so many signs of the pain people are going through,” he said, “companies are likely to say ‘this is happening to us as well and we are in this together’ – then those same companies go ahead and fire a lot of their employees. I think we must be coherent in this.” He added that it would also be good for campaigns to include a bit of humor again, because “we’re all very tired of the suffering we’ve experienced in these 4 or 5 months, which makes me think that humor can be a very attractive tool for campaigns and brands.” Carreño said that in this new order, everything will be much faster, lighter and more economic: “What Covid-19 did was force us to be a little more patient, particularly those of us in the industry. I think companies will seek structures more aligned with this. A company may have many brands and one brand name may cover a variety of products. In some cases, the brand name and company name may be identical. But whatever the structure, today companies must stand up and be there for the people to help them solve their problems.”
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