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ROAD TO CANNES LIONS- Michelle Headley of ALMA: Metamorphosis Is The Key Word This Year In The Ad Industry
Liz Unamo| 1 de junio de 2018
Michelle Headley
The ad experts at ALMA think the best stimulus for obtaining results in business tends to be ideas that make a solid connection with consumers. According to Michelle Headley, the agency´s SVP of Operations, effective ideas are the definition of creative work in the industry. “Our future will be defined by how we use those ideas in a context in which the target audience is fully participative, media is instantaneous and omnipresent, formats are flexible and interconnected, and entertainment is as important as information” she said. Headley feels that the advertisers are an essential part of the creative process. “Without their input, our ideas would be out of touch with reality. At the Cannes Lions Festival, we see how important it is to have client-partners as convinced of the value of a big idea as the agency is.” Metamorphosis is the key word in the market this year, which in this context means “an industry undergoing a change process towards something better.” This year ALMA competes with six pieces in the Cannes Lions Festival. Topping the list is the Reasons and Hit Song campaign for Tobacco Free Florida; Resignation for Histeria Music; Search Responsibly for Free Radicals, while in graphics the agency will present two campaigns, one for Clorox titled Bibs and another for Miami Dade Animal Shelter called Rescue.
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