Ross Hoffman from Twitter: Data is one of the most successful trends in the digital market

Ross Hoffman, Global Director of Brand Strategy at Twitter, is responsible for advising big brands interested in having presence in the platform. At Cannes Lions 2015, he spoke about the keys of this process and about the company´s new products.After lengthy research and planning, Hoffman and his team are developing the strategies that will enable the creation of successful campaigns. “Our mission is to meet with the biggest brands and agency partners to talk about the second half of the year and what we expect from 2016″, said the director.Currently, Twitter offers a variety of channels including Vine, Periscope and autoplay formats. They also have a new creative agency called Niche, a platform where web celebrities, artists and creators can partner with brands to collaborate with their marketing strategy. The consultancy offered by Twitter is not limited to content, it has also improved in technology. Data management on the social network is becoming increasingly sophisticated, allowing things such as the creation of personalized advertising messages for each user.”When you see a tweet from a brand with your name on it, it comes as a surprise”, explained Hoffman. “Those are casual and fresh moments for consumers that draw them closer to brands. Playing creatively with data is one of the most successful trends of the current digital market. Competitors like Facebook and Google are also working hard to make improvements on this.”The success of Periscope was also prominent in the presentation.