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Bruno Bertelli of Publicis Worldwide: I Look for Strategic Minds, Big Storytellers
Liz Unamo| 18 de febrero de 2019
Bruno Bertelli Entrevista
According to Global Chief Creative Officer Bruno Bertelli of Publicis Worldwide, we are living at a time when data is all-important and has a great influence on marketing choices. “Being safe also means being rational, so it’s a time when advertising risks becoming so rational that reach actually seems more important than relevance. But marketing is still about making bold choices,” he said. Relations between agencies and clients must be personal and he admits to seeking two things: strategic minds and big storytellers. “I think clients and agencies must now sit down together and tackle certain business matters, such as brand knowledge issues that are the reason we’re not selling – that sort of thing, and work together. The second thing is that we need big storytellers for all the different formats. Today’s big challenge is in small formats,” Bertelli said. He said that agencies are studying a new way of working. They realize that sometimes they pay too much attention to data and planning, but that creativity and emotions are the truly important factors. The minute we go into a shop or buy stuff online is a very emotional moment. He insisted that ads need to be relatable and relevant to add brand value. “That is the challenge of the future.”Watch Video
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