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Carlos Bayala from New: Our industry lack quality because urgency matters more
Liz Unamo| 13 de octubre de 2016
Carlos Bayala, co-fundador y director creativo de New
Carlos Bayala, Co-Founder and Creative Director at the agency New, based in London, gave the audience gathered at The Colony Theater in Miami a thoughtful message that served as an opportunity for a self-review of the advertising industry. His lecture was part of a series of talks that took place before the ceremony night of the U.S.H. Idea Awards 2016. “Quality is something in danger in all the aspects of our lives, and this is also happening to our industry. Where is the need and thirst for information so result matters more and generates pride for authorship? Many times, encouraged by being awarded that year, we do something fast that looks nice but it’s light, that’s not proven or tested enough, that won’t last, that won’t be applied? I think it’s imperative to stop and rethink about this” Bayala said. He noted that another problem that the industry faces is urgency and “the highly neurotic dynamic related to this profession, and many others. Urgencies to sell, to close deals, policy urgencies that exist also within companies, and the one you feel, forces us to do a bad job.” He added that in advertising there are many things that look nice, but not necessarily represent a true commitment with the audience.
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