Greenwood: Desde el comienzo hemos unido cosas inesperadas para obtener un resultado
Jessica Greenwood, Senior VP and Chief of Strategy at R/GA North America, highlighted in an interview that the most loved brands aren’t necessarily those that build love through advertising, but those that build love through experiences. “So Google, Facebook, Airbnb, all those companies we know are really offering a very interesting experience for people and building their brands that way. The big challenge for the advertising industry is that if behaviors are turning more important than messages, how do you motivate those behaviors?” She pointe out that in R/GA half of the work is advertising messages and the rest is experience design. “We create environments for people, we design commerce experiences, mobile experiences, we do infrastructure designed to create love for brands without having to do advertising. That is the current advertising crisis. If advertising is less important than experiences, what is going to happen with the advertising industry?” she said. Greenwood invited not to repeat success formulas so much in the industry. “Listen, be flexible, change your approaches as frequently as you can and remain innovative. Advertisers also need to approach their counterparts in the business” she explained. “Sometimes I think there is a disconnection between advertisers who truly understand the world that is out there and people in the business who don’t always understand what is happening”.
