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A saturated market demands impactful creative messages, says Marlene Venero of Casanova // McCann
Liz Unamo| 17 de enero de 2021
Marlene Venero de Casanova//McCann
For Marlene Venero, copywriter at Casanova // McCann, one of the challenges she faces is keeping up with the constant shifts in the market, which she achieves by renewing her vocabulary so as to address consumers in new and different ways. “It’s hard to provide different brands with impactful creative messages in a saturated market where so many brands are saying much the same things. Copywriting definitely has its challenges, but it’s a fun craft in which you have to invest a lot of art, writing and passion,” Venero said. Venero, who recently joined the agency led by Ingrid Otero-Smart, said that “Casanova // McCann caught my attention because it’s an agency very involved with the Hispanic market, it keeps growing and has a lot of potential. This says a lot about its future, which I find super interesting.The fact that it’s a multicultural agency appealed to me because I like the culture-mix. I was also impressed by its creative projects – it doesn’t settle for simple executions but goes further. Even its retail spots are impressive.” When she starts a project and plots her creative message, she seeks ways to make the brand inspire empathy and establish a link with the audience: “My favorite part is always putting myself in the audience’s shoes, the better to captivate them.”
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