Wesley Ter Haar
Wesley ter Haar, Founder of MediaMonks and Executive Director of the S4 Capital Group, launched from Amsterdam on Tuesday, April 14th, the #PRODUwebinar cycle featuring Mara Fernandez, associate publisher/senior director for PRODU in the U.S. Hispanic & Latin America segments. Together, they explored creative possibilities for the transformation of brands in a world changed by the COVID-19 pandemic. “The greatest lesson we’ve learned from this emergency has been about people and their creativity in finding new ways to communicate. The other lesson is that if you know that some disaster might occur but have no idea when it might happen, it’s better to be prepared to act promptly,” Ter Haar said. “This doesn’t just signify a change in the industry, it’s an acceleration of the changes we saw coming. This new reality will reduce bureaucracy in the advertising industry.” Some 95 percent of his company work from their homes globally. “If you had asked me two months ago what was going to happen, I would have been less positive, but people are surprisingly resilient. Now is the time to realize that your business will live in a different world after all this is over. Many ways of working that we see now will be the new standard when everything gets back to normal,” he said. The founder of the global creative production company added that for digital categories and companies it will be a little bit easier, though some of the small businesses that move the economy might not exist three months from now. “There are new habits and types of behavior that offer brands spaces, but it’s important for them to make use of them in a good way. You must have the leadership to be creative and make people´s lives more social, more entertaining and easier.” Wesley ter Haar added that most clients want to move to live streaming, but they have to ask themselves how that can be done in a relevant manner. “With VR you can do amazing work in these times, but brands must see it not just as a brilliant innovation but rather as a channel with which they can fill a void…the same as with AR, which is something easy to escalate.”
Wesley Ter Haar, MediaMonks: Esta generación de creativos debe trabajar de una forma más integrada
