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Juan Antonio Soberanis of MADE: The goal is to make creativity an emotional detonator
Claudia Smolansky| 6 de marzo de 2023
Juan Antonio Soberanis Made
Juan Antonio Soberanis, head of planning at MADE, summed up 2022 as a year of transition, when the different categories of advertisers they worked with had to adapt to the many changes imposed by the pandemic. In that sense, he vowed that the agency fully supported its clients in that transformation. “We’re witnessing a different type of consumer, more connected and analytic. So we put a lot of emphasis on that. We focused our attention equally on the business objectives that the client hoped to achieve and adjusted ourselves to the needs of each one of them. In all categories there’s been a transformation and the challenge has been to understand what it consisted of. With such clients as Stellantis (Jeep, Fiat, Ram, Chrysler, Dodge and Alfa Romeo), we know the automotive industry is going through one of its toughest stages in a long time, but we also worked with Amazon, which reacted well to those hard times and managed to enjoy some of its best times in Mexico. What was very clear is that our clients were not just going to buy our creativity, but that the creativity directly lived up to its KPI (key performance indicator),” he said.For Soberanis, MADE also focused on the strategy and that won it a number of prizes in honor of how effective its campaigns were.From his position, he said he has taken great care to listen, understand and pay attention to others. “Agencies and brands must leave our pride aside and focus on why a consumer would buy a certain product or service. And that is what we have achieved at MADE, making the creativity an emotional detonator,” he said. This focus he described as anthropological. “We like understanding why consumers do what they do, what they want or what motivates them, why we can all have fears and feelings of emptiness, and in products and services we find a solution that is much more profound that the basic use they offer us,” he said. “Understanding these detonators allows us to touch the right fibers so that the message connects with them deep down.”
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