Cannes beat – Alejandro Marquis of Whiskey Co: Brands are in need of relevance through emotions

For Alejandro Marquis, Communications Director at Whiskey Co. the main challenge that agencies and production houses face is being relevant in order to connect with consumers. “More than searching for consumers, we’re looking for followers, apostles able to take your message and talk good about you as a brand. To achieve this, you need to understand the current interaction dynamic. The brand doesn’t talk almighty anymore, now it must have a dialogue with consumers, listening and establishing a daily relationship with them” he told PRODU. The emotional connection is one of the essential elements for a message to be relevant. “Storytelling plays that important communication role. Due to so many stimulations, brands are in need of becoming relevant for their consumers through emotions. It’s more important for a soap brand to show stories of mothers struggling to have their kids impeccable, than saying that this soap whitens more than others. Communication is now multifaceted.” Regarding the 2016 Cannes Lions International Creativity Festival, Marquis said that his gift to the industry would be more acuteness and effectiveness. “As in the case of musicians, visual artists and writers that get better over time and are able to enhance the creative process from experience.”