Michel Edery 2
According to Asylum Marketing Co-Founder and CEO, Michel Edery, the market has definitely turned digital because any type of ad campaign that doesn’t inhabit a digital ecosystem doesn’t exist and is good for nothing. “If you are going to impact a stadium with 45,000 people, it turns out you could impact 2 million people at the same time if you would only escalate the entire concept to digital. So the cost-benefit makes no sense if digital isn’t in the picture” he said. The digital agency was founded 11 years ago and its main clients include Revlon, Juan Valdez, Duracell and Mattel. “The thing is that to make use of digital you need to know about digital, and for that you need to live in the digital world” he said.He thinks that inasmuch as we handle completely detailed and open budgets, clients will understand the cost-benefit relation. “We now think it’s much better to reveal than persuade, and this is a trend. Because in the past, the way to sell was always through persuasion: I have the best service in the world for you! But today I must detail my knowledge, my team, my estimate and everything else to show that what I’m charging you is worth every penny. I think it’s a matter of transparency” Edery said.Nowadays, he added, clients think about megacreativity, but those who understand digital, understand that creativity is more functional and must cater to the needs of the three types of consumers, the three stages consumers are in.
