Post by account_disabled on Dec 28, 2023 4:06:08 GMT -6
The coronavirus pandemic forced brands and agencies to adapt to a situation full of challenges , changes in media consumption and new consumer needs. In these months full of challenges, agencies have become the essential "partners in crime" for advertisers, as stated by Antonio Pascual Ridruejo , CEO of Mi Querido Watson , in an interview with MarketingDirecto.com . With him we have talked about the evolution of the industry , the role of advertising during the pandemic and the philosophy under which the agency works. Additionally, Antonio Pascual Ridruejo shares his vision of what awaits the sector this year. With the arrival of the pandemic, the advertising sector was forced to adapt to a new reality in record time. How has the industry changed in these months? I would not say that the advertising sector has undergone a great transformation in these last 9 months and that a new reality exists.
And of course, we have had to reinforce the offer to our clients in the digital ecosystem with tools and new communication strategies, which is more necessary at this time. What are the new market needs that brands Phone Number List and agencies have had to respond to? Brands have had to change their way of communicating from the point of view of the message, purpose, tone, communication channels, etc. The need has arisen to better understand their consumers, listen to them, dialogue with them and be close to give them what they want. They really demand at such a complicated time. Agencies have had to consolidate trust in the advertiser-agency relationship with daily teamwork in such a difficult business moment, becoming the clients' essential "partner in crime." In parallel, we have had to focus on keeping the agency team together to fight against the loneliness of teleworking and the uncertainty of clients.
What role has advertising played during these complicated months and how has it changed since the outbreak of COVID-19? The role of advertising during the pandemic has been essential to save brands' sales in 2020 by reinforcing channels such as online and being present in the consumer's mind even though they are confined. It has also been an opportunity for some brands to take an important leap by presenting a new company purpose and changing the way they relate to their customers. The clearest example is found with Bankinter and its “Dinero” campaign, which has meant an absolute change in its perception and brand values. What characterizes the brands that are resisting the strong blow caused by the coronavirus? What characterizes the brands that have best resisted the strong blow has been being open to reinventing themselves, exploring new paths in a very short period of time. Also opt for new channels to connect with people in an emotional way in a time of uncertainty.
And of course, we have had to reinforce the offer to our clients in the digital ecosystem with tools and new communication strategies, which is more necessary at this time. What are the new market needs that brands Phone Number List and agencies have had to respond to? Brands have had to change their way of communicating from the point of view of the message, purpose, tone, communication channels, etc. The need has arisen to better understand their consumers, listen to them, dialogue with them and be close to give them what they want. They really demand at such a complicated time. Agencies have had to consolidate trust in the advertiser-agency relationship with daily teamwork in such a difficult business moment, becoming the clients' essential "partner in crime." In parallel, we have had to focus on keeping the agency team together to fight against the loneliness of teleworking and the uncertainty of clients.
What role has advertising played during these complicated months and how has it changed since the outbreak of COVID-19? The role of advertising during the pandemic has been essential to save brands' sales in 2020 by reinforcing channels such as online and being present in the consumer's mind even though they are confined. It has also been an opportunity for some brands to take an important leap by presenting a new company purpose and changing the way they relate to their customers. The clearest example is found with Bankinter and its “Dinero” campaign, which has meant an absolute change in its perception and brand values. What characterizes the brands that are resisting the strong blow caused by the coronavirus? What characterizes the brands that have best resisted the strong blow has been being open to reinventing themselves, exploring new paths in a very short period of time. Also opt for new channels to connect with people in an emotional way in a time of uncertainty.