MERCADEO Versión en español
Cannes beat– Norberto Zylberberg of LatinWorks: The major dispute is the screen time people is willing to give to marketers
2 de junio de 2016
Creativity is the way to connect with people, according to Norberto Zylberberg, SVP and Creative Director at LatinWorks. Regarding the thanking campaign promoted by the 2016 Cannes Lions International Creativity Festival, Zylberberg said that being a creative is also “searching for those sensible, emotional, funny and bizarre points that aid in making viewers stop for that additional second, observing something new.” “The major dispute is the screen time people are willing to give to marketers” he noticed, and that the visual impact that street banners use to have ceased to be effective, now with people watching their cellphones. “Nowadays consumers are very difficult to fool and, at the same time -paradoxically- are very easy to manipulate. I believe advertising doesnt have now much space for lies and bald-faced hypocrisies, there are many ways to expose a product before the public.” Ideally is to reach an equilibrium point where product and values are at the same level, he said. For Zylberberg the strategy to make a message relevant is setting aside noises and stop thinking obsessively in conquering consumers using the “intrinsic and unique attributes” of the brand. “People are not going to talk about a product only because its good, they are going to share their opinion with their friends when it generates for them social currency, the new status of todays society.”
