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Michael Lacorazza from Wells Fargo: Our Agencies Must Collaborate To Create Total-Market Campaigns
Manuela Walfenzao| 13 de diciembre de 2016
Lacorazza: la colaboración entre agencias es necesaria para el éxito
Michael Lacorazza, EVP/Brand and Advertising & Integrated Marketing at Wells Fargo, said that agencies need to work closely together to create total-market campaigns that include multicultural insights from the start, and leverage additional segment work as necessary. “There needs to be this natural collaboration where the multicultural insights go into the brief” Lacorazza said at the Association of National Advertisers’ (ANA) 2016 Multicultural Marketing & Diversity Conference. BBDO is Wells Fargo main brand agency, which according to him is at the center of all the total-market, large-scale campaigns they do, and they also have a number of multicultural agencies that support them as well. For achieving this “natural collaboration” while also remaining true to its total-market principles, Lacorazza noted that Wells Fargo’s agencies must adopt a flexible approach. “Successfully pursuing this strategy requires striking a fine balance between due process and necessary pragmatism. If you leave that process too loose and it’s all collaboration with no point of view, it ends with total chaos. If it’s too tightly controlled – with your lead agency as the curator and the decider of everything, throwing briefs over the wall to all the secondary agencies – you don’t get the best ideas” he said. “When we win, we win together” said Lacorazza. But he added that the rewards of victory, don’t come without a certain degree of boldness: “You have to have the ability to be courageous and not always take the easier route to something.”
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