MERCADEO Versión en español
Advertising industry leaders analyzed the effectiveness of integrating music as a brand strategy
23 de abril de 2014
Messianu: La agencia y el artista deben desarrollar la idea juntos
The Billboard Latino Music Awards and Conference invited the leaders of the advertising industry of the US Hispanic market to participate in a panel to analyze the interaction between music and advertising, and what advantages and disadvantages of music as a tool during the last five years have been.The panel was composed by Luis Miguel Messianu, ALMAs president and CCO Carlos Muñoz, LatinWorks director and Accounts VP and Leticia Juarez, Castells & Asociados Marketing and Client Services.Messianu started the conversation saying that music is a great connection to tell a story. It is storytelling element. At the same time, he considers that finding the correct combination is the advertisers biggest challenge, and he believes that nowadays many brands are just looking to join the artist of the moment, without making sure there is a meeting of minds to reach a win-win relationship. On her behalf, Juarez pointed out that the integration of music with a story or idea should be organic, both with the brand and the correct target. While Muñoz commented that: Music universality impacts on the soul and the mind in a positive way and can connect with the message deeply.Finally, Messianu concluded recommending that part of the secret to success is to involve the artist in the whole campaign creative process. We have to invite them to be part of the process. The agency and the artist have to develop the idea together.
