Gustavo Razzetti of LAPIZ: Advertising industry needs fresh eyes

LAPIZ’s general director, Gustavo Razzetti,considers the advertising industry needs a fresh perspective. “In the marketing industry most of us are blind, but we don’t realize it. We believe we are good at understanding people, but most of the time we assume everyone shares our vision of the world” he explained. After being part of an experiential workshop at Stanford University, he realized the importance of assuming a new perspective and pushing past his comfort zone. “Fresh eyes are, like common sense, not so common. Involving someone who wasn’t involved in a particular project or, better yet, someone with no experience in the matter can always see things that the rest of us normally are missing” he said. Even though the advertising industry brags about creativity and innovation, for Razetti there is a lot to learn from brands and business, which have redesigned their models, fail, and started again. “Experimenting with new ways of working can help here. We have started testing professional messaging app Slack to streamline our team’s communication and increase collaboration. At the beginning we hit a lot of resistance, but as time went by, people started to feel that the experience of a mobile-based work app was more similar to what they are used to in their personal digital lives” he explained.”It’s worth remembering that clients can bring a different perspective, too” he said. “They are not only there to approve the work. They focus on different aspects of the business and can help make ideas bulletproof.”