Gaitán: México como país está en un buen momento
Luis Gaitán, Head of Creative at Google for Latin America, feels that advertising agencies need to rescue their connection with technology and innovation, as well as staying updated in the next years. “The future is yesterday” he emphasized. From his position, he helps agencies and brands to “set off” ideas and see the connection between points that previously didn’t seem to be connected. “Agencies have the obligation to connect once again with innovation and that means experimenting. If we don’t connect with that value, we are lost. It’s like what happened to private transportation when Uber appeared” he stated. The technologies that Gaitán refers to include robotics, automation, hyperreality and service intelligence, but beyond these, he states, it is as simple as seeing that most people, at least in Mexico, have artificial intelligence in their pockets: “That is Siri in iPhones. We must use that technology when we are creating products and services that help brands with better performances.”He stated that Google celebrates 10 years in the country and that they are currently working hand in hand with big advertisers and agencies in this sense. “Mexico, as a country is at a good moment. It is a very mutant market and there is a lot of confusion. Many decision-makers are looking for mechanisms, that lead to exploring paths and it is the best thing that can happen to us.”
