MERCADEO Versión en español
Cannes’ beat– Luis Miguel Messianu of ALMA: My gift to creativity would be direction and business sense
6 de junio de 2016
Luis Miguel Messianu, President & CCO at ALMA shared with PRODU his vision about the industry, and on the eve of the 2016 Cannes Lions International Creativity Festival he said that creativity means “the power to innovate.” With many decades of experience, he said that he dislikes formulas and he assured that if he could give a gift to the industry it would be “direction and business sense.” According to Nielsen estimates, 63% of consumers appreciate the advent of new products, which entails a great challenge for brands and their commercial communication. Thats why innovation should be understood more than executing an action involving the use of social or digital platforms. Regarding this concept, Messianu said that one of the indispensable elements for a message to be relevant is “conceiving a relevant and original idea that triggers conversation, and that ideally invites an experience or action.” Indifference -he said- is one of the challenges the industry faces with consumers.
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