MERCADEO Versión en español
Diego Wallach of Publicis Mexico in Face to Face Webinar: Data helps big ideas come to life
Liz Unamo| 21 de septiembre de 2021
Face to Face Webinar Diego Wallach
Knowing how to listen, analyze and then interpret – those are key elements of the creative process, said Diego Wallach, CCO of Publicis Mexico on the Face to Face Webinar “Is Being Creative a Matter of Age or of Attitude?” “In agencies we always try to solve our clients’ problems,” said Wallach. He warned that what has changed a lot is the depth of creatives’ knowledge, aided by “progress in communications, relationships with consumers, and the fact that all has become a dialogue. We’re not experts, but we’re better informed. We’re all about solving clients’ problems in a new way,” he said about the development of creativity in recent years. Wallach maintained that such attitudes must be nurtured within the creative team by building relationships with clients, by listening to them, but above all through teamwork. “Creative instinct has a lot to do with the existence of an internal chemistry that provides an ease of understanding. And this is in every department of the agency.” On that point, Wallach mentioned a particular strength of Publicis Groupe: “We’re good analysts of what we hear and are able to convert that into creative solutions. Our creative capability would be nothing without our analytic skills. We have become very keen about listening and having the tools for creating solutions.” He believes that if creativity isn’t linked to an experience, it’s worthless. “Since creative thinking comes from the kind of experiences our society lives through, we create on the basis of experience.” “Data is a blessing,” Wallach continued. “It adds a note of certainty, but it’s also a big risk, because in itself it is a currency to which the whole world has access. It calms clients. I value it because it helps us create effective campaigns and instills confidence in the client. Raw data obviously doesn’t tell us much. Talent consists of knowing what to do with that data, how to interpret it and use it to create the big idea.” He added that data helps bring big ideas to life. “I prefer ideas based on data rather than on testing.”
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