MERCADEO Versión en español
Cannes’ beat– Martín Cerri of Walton Isaacson: For a brand to be relevant it must create empathy
1 de junio de 2016
The 2016 Cannes Lions International Creativity Festival thanks creativity in its new campaign. PRODU asked several industry leaders about the meaning of being creative, including Martín Cerri, Creative Group Director at Walton Isaacson, for whom creativity is simplifying complexity. “I love what I do. I don’t have frustrated vocations. I think that my gift to creativity is being happy with the fact of being an advertising creative. Sometimes I feel that my gift to creativity can be the original drive and the passion that leads us to choose becoming creatives” Cerri explained. The advent of new technologies has confused the industry -he said- and the difference between a resource and an idea has become increasingly blurry. “For a message to be relevant it must tell something. For a brand to be relevant it must create empathy. This is only accomplished with the power of an idea and a concept” he said. Cerri noticed that the challenge the U.S. Hispanic market faces is the increasingly less visible line between doing an exclusive message for this audience or not. “The debate is not language anymore. There is an overcrowded market with confused clients. We must wait and see where does the trend leaded by second generation Latino millennials is heading and lead that trend.”
