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Andrew Keller From Facebook: With Mobile This Generation Will Truly Be Inventing A New Way Of Advertising
Manuela Walfenzao| 27 de septiembre de 2017
Keller: En pocos segundos se puede comunicar lo que la marca hace y significa
Facebook’s Global Creative Director, Andrew Keller, participated in a session at Advertising Week included in the Town Hall Series and entitled New Ways of Working in a Mobile World, where he talked about why mobile white space is so important, especially when addressing how the industry is going to create for that space. R/GA’s Chloe Gottlieb, BBDO’s Tara DeVeaux, and DDB’s Ari Weiss, mobile creative, joined Keller during the panel. For Keller, Mobile has made our brains get faster, it takes 300ths of a second to process a thought, less to process an image, and people thumb 300 feet of content every day on their mobile device. So, he said that to stand out in a very crowded mobile world, creative needs to find its voice, and with mobile white space being more important than ever, this could be “the next golden age of creativity” since this generation will truly be inventing a new way of advertising. In Weiss opinion, creativity is no longer a luxury and to break through those 300 feet of content, we have to think in braver ways to stand out. “There’s so much resizing and rejiggering rather than creating new content for mobile.” For Gottlieb, there has been a rapid acceleration of needs for content. “No one company or agency can do everything” she said. While for DeVeaux it all starts with the audience when developing content. He explained that they had to restructure the way their agency operated, breaking down walls and bringing in new capabilities, where makers and “tinkerers” are helping move content faster and more nimbly than ever.
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