BRAZIL 2017 | How the guys in the garage impacted our brands
Some years ago, the advertising industry looked much simpler: fewer media channels, fewer and more solid brands - the ever present “blue chip” names. The brands were in control. And consumers passively believed in the ads and purchased the products. Technological advances weren’t signi cant and did not directly in uence the industry. Nor did they threaten a brand’s “life”.
Chief Operating Officer,
Grey Brazil Marcia.Esteves@Grey.com.br
Marcia has over 14 years’ experience in Client Services and Integrated Channels Operation, having worked across Latin America, Barcelona and Brazil, across agencies of multiple disciplines.
She also has been part of the Global Digital Councils (at Rapp and Grey). Marcia graduated in Communication (FAAP – SP) in 2003, Specialist Marketing (IED – Milan) in 2004, MBA in Project Management (FGV – SP) in 2007; she also studied at Babson Executive Business Center (Omnicom University, Boston, USA) in 2009, completing her studies with the first Hyper Island Master Class de Digital Acceleration held in Brazil, in 2014.
Marcia has worked on many award-winning projects (including 7 Cannes Lions and 4 Effie Awards) and across numerous brands including Pfizer, Natura, Gillette, Downy, Wella, Telefônica, Banco Itaú, Pepsico, Turner, HBO, Danone, Avianca, Samsung, and Brasil Kirim.
CONSUMER TAKES CENTER STAGE
Everything changed. Countless media channels. Countless options. Advertising became disoriented, lost in a heap of new sources and media options. A new civilization.
A new civilization demands new advertising. And a new perspective from brands. Passivity is a thing of the past. The consumer has the stage.
The core issue isn’t media channels anymore: online and offline shouldn’t even be topics for discussion, because they’re the past.
The core issue is finding and understanding motivation – the reason for being. Why do we communicate? Why do we advertise? What can a brand really represent in people’s lives? The core issue is about Purpose and Behavior. About dignity and respect.
Because people demand respect. Because dignity is a watchword. Because we have grown as a civilization.
People have already understood that. They take to the streets. They call for what’s right and noble, they call for respect. Why would they not demand the same from the corporate entities around them?
That is why the opinions aired on social networks are so important. That is why people expect a reasonable answer to their demands.
RISE TO THE OCCASION
This is something that brands and advertising urgently need to understand. That corporate entities are “people”. Corporate people, but people nonetheless. And they must act as people do: with a clear purpose and a consistent, virtuous and honest message. The age of the superficial “do as I say, not as I do” is over.
It doesn’t matter whether you have a leading brand today. Do not stay in your comfort zone. Behave like a startup: understand human needs. Don’t focus on the functional aspects, but understand that the function should exist to serve human needs. Ensure that your brand has a meaningful purpose. And live in a perpetual beta stage, because that’s how your consumers live and how they interact with the world.
Welcome to the new advertising: virtuous, consistent, true. Welcome to a new era.