MERCADEO Versión en español
Carat Spain’s Cristina Rey on Face to Face Webinar: A Cultural Gap Shrinks As Competition Grows
Liz Unamo| 12 de mayo de 2020
Cristina Rey de Carat España
Since a global quarantine was imposed by Covid-19, the only connection with the outdoor world has been digital: e-commerce channels, social platforms and so on. Cristina Rey, CEO of the Carat Spain media agency and president of the formats jury at FIAP 2021, quoted Spanish writer and economist Fernando Trías de Bes in saying that for the first time in history, mankind faces a crisis of offer and demand.“Companies currently enjoy complete productive efficiency while consumers, on the other hand, are confined to their homes, and even though they want to invest, buy or spend, they can´t.” For that reason, Rey said, the digital community is now more than ever an opportunity. “The big opportunity provided by a digital economy is that it enables you to understand a lot more through technological data. Yes, understand society and consumers and all these new behaviors much better, and in that way be much more relevant as a brand and as an industry.” The pandemic crisis has accelerated this transformation trip towards digital. “The strategic focus imprinted on a brand and the speed with which it is done determines its differentiation,” she said. Companies that started off on that digital transformation journey have survived and have been able to increase their capital, Rey said. “The cultural gap that existed due to the adoption of digital technology – or not – has become smaller. Leisure activities and social relations are now largely virtual.” This gives way to a shrinking cultural gap and growing competition, thanks to the capabilities of the communications media. “We have larger television audiences, television on demand has also grown, and we have more media consumption in general. Therein lies a major opportunity for brands.”
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