Reinhard: Nuestro futuro es multicultural, principalmente liderado por los hispanos
The last presentation of the AHAA Conference was titled Creativity Matters. Keith Reinhard, ex-CEO at DDB Worldwide and advertising veteran, was the spokesperson in charge of the closing. “Our future is multicultural, mainly led by Hispanics. Today, all conversations have to do with change and technology and I think it is useful to remember that some things haven’t changes and won’t change, such as human nature. Man’s main impulses haven’t changed, so the importance of making connections and more memorable stories isn’t different” emphasized Reinhard.He said that in DDB they are very proud that ALMA is part of their global family and celebrated all the success they have had during this festival season. “We have learned to accept the tsunami of innovation, but we mustn’t let it distract us from the more basic thing. I think we are facing a new revelation and that is that what matters the most today in the art of persuasion are ideas. There is a difference between creating a brand and a digital buzz, between a click and an engagement, which is why I believe we should focus on the power of stories that have shaped society from the beginning, that inspire us and connect us with others and are always the best way to connect people with brands” he said. During his talk, he showed several cases in which storytelling made a big difference to sell products. “Storytelling presentations are much more effective in advertising than rational content” he concluded.
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