Héctor Prado of Firefly Ad Next: Storymaking is the future of advertising communication

Brands demand something universal: good ideas. With these words, founder and creative director at Firefly Ad Next, Héctor Prado, explains what clients are looking for: “In a good idea the client needs human insights in order to engage with today’s consumer, regardless of its idiosyncrasy, because it’s aiming to establish emotional ties.” Prado told PRODU that storymaking, not storytelling is the future of advertising communication. “Before, we talked about telling stories, now we make them and prove them to the consumer. Nowadays consumers are waiting for storymaking. Is not about selling a product to people, but showing them which is the brand’s role in society.”For Prado, smart consumers hope to marry a product that positively impacts its surroundings. “Millennials are buying brands that do something for them and their environment. It’s not about saying anything to people, but doing things with impact.” Regarding the Hispanic market, he said that something cyclic is happening: “Big agencies tend to disappear and small ones start to arise. This is a ten years cycle. I’ve seen how big agencies have close down and how digital agencies become multi-services. Hispanic market is being segmented. In our case, we already are a multicultural agency, and the Hispanic market is part of the business.”