Clients want growth in their business, and that’s a challenge because in agencies it’s easier to be creative than to grow your business,” he said. David Uribehead of digital and performance at the creative agency 180during his participation in International Efficiency Day Efficiency Awardsadding that they even wonder how the ideas can help generate revenue.
So, in their agency, they have changed the way they present the solutions they propose at their client briefings. Sharing with the public of the International Efficiency Conference gathered at the Repsol Campus the cases of the fashion brand Jil Sander and the car manufacturer Mercedes, both in the inclusion of forecasts of results, taxonomies and the use of econometric models, helped the agency start working with the advertiser.
David Uribe, head of digital and performance at creative agency 180
“We try to create a map of experiences before getting creative. This way we know what message should be conveyed at each stage, how many clicks we need to achieve, etc. “, he explained. Regarding generative AI, the agency uses it to create outputs, develop sketches or write copies.
Despite the less importance that advertisers seem to place on rewards, according to Marc Holdendirector of global strategy DOCTORATEaward-winning campaigns at festivals such as the Eficacia Awards, Cannes Lions or El Sol achieve activity growth 2.4 times higher than that of the others.
According to Holden, three types of profiles predominate among the majority of advertisers: the one hypnotized by data, the evangelist – understood as the professional focused on novelty – and the paranoid because it is analog. And in each of them, several errors are made that prevent achieving the commercial growth sought by advertisers, such as the obsession with super segmentation, return on investment (in this regard, the value of sales or share market affects growth more), multitouch or rational attribution. Messaging.
“You have to acquire the mentality of an investor, predisposed to growth, who practices scientific marketing and focuses on the long term,” recommends Holden, adding to this the need to invest more in brand development – capable of generating between 10% and 40% market capitalization-, and less in commercial activation, since the first is capable of boosting results by 60%.
Mark Holden, PHD Strategy Director
Effective creativity
Fernando FascioliPresident UK and Europe and President Latin America of McCannpresented examples of how this award-winning creativity can help drive business results, such as the case of Kevin the Carrot, Aldi’s communications platform in the UK which has become a reference in the British Christmas market. and with which the supermarket chain obtained 67% more recall, 16% more consideration and £618 million in sales.
“Effectiveness comes not from optimization, but from unlocking growth potential and seeing the blue oceans that brands can occupy,” he summarized.
For Ariana StolarzManaging Director and Director of Strategy Accenture songNot only do creative solutions help businesses grow their business, but the key is also to reinvent the wheel. “Creativity and technology are about improving, not inventing. »
Brands, assets to build
Felipe Thomazmarketing professor at Oxford University, wanted to provide the public with the method that ensures that the purpose of the brand contributes to the growth of the company, but the reality is more complex. “In recent years, the power of advertising to capture revenue has diminished. However, We continue to see that the long term has more impact than the short term.», explained Thomaz.
Felipe Thomaz, professor of marketing at the University of Oxford
According to the study carried out by the academic based on the most valuable brands in the world from Kantar BrandZ, differentiation is the element that best allows companies to develop their activities, in addition to other aspects, such as capacity to carry out refined segmentation. , know what you want to optimize for or your commitment to building a brand.
“Whatever you do is very powerful, but it is done incorrectly or without knowledge. We must think of brands as assets to be built« , sentence.