Marcello Magalhaes, CSO de Leo Burnett US
For Marcello Magalhaes, CSO at Leo Burnett US given the advancement in technology the world has witnessed in 2016 Olympic Games, brands should navigate the proliferation of screens and narratives to curate content and achieve relevance. “Since the London Games in 2012, the mobile average download speed has tripled, smartphone penetration has jumped from 20 to 50%, and users have adapted to new video formats such as Snapchat, Instagram Stories and Facebook Live” Magalhaes explained. “2016 Olympics broadcast presents radical changes in history. And it’s not only the people: NBC and Globo have partnered with Snapchat to generate Olympics content. In this landscape -according to Magalhaes-, the challenge for brands is finding a meaningful stream of stories to tell. “Instead of being pulverized by this barrage of platforms and narratives, brands should be able to embrace the opportunities happening now. In the face of so much noise, the goal of these messages must be relevance in order to stand out” he noted. To be relevant -according to Magalhaes- the brand must have a clear purpose that enables it to link back to a specific and ownable idea. “It’s easy to see brands leaning on a story around performance during the Olympics. Not all brands can do that. But now thanks to the content that has been generated also by people, you can harness something unique to your brand that is ownable. You can curate that content and say, ‘This is my view of the Olympic Games’” he concluded.
