Franke Rodríguez, CEO y socio de Anomaly Toronto
Franke Rodríguez, Partner and CEO at Anomaly Toronto served as final round Jury at the Effie awards and helped identify the most effective work in the 2016’s competition. Effie’s team talked with him about the evolution of the market for the coming years. “Brands that are going to win in the future are brands who, irrespective of their vertical, operate more like product companies than service companies. I think service companies are always thinking about customer satisfaction and retention, and product companies are always thinking about innovation” he noted.“For agencies, and certainly for agencies like ours whose all positioning and ambition is being a change agent, innovation is the most important thing. We find ourselves hiring a lot more people who are not from the communications field, those with expertise in 3D printers and other technologies, that 15 years ago I would never have thought to see inside an agency” he said.Rodríguez advices that those building a team should work really hard at diversity of talent, in all forms. “Conflict, tension and debate emerging from different perspectives gets you to better ideas” he added. “I think marketers could trust the instincts of the creative team more. In this industry it feels like every year that passes there is more and more pressure on ROI, and there is the proliferation of data, and that ability to go with your instincts it’s being taken away a little bit” he concluded.
