MERCADEO Versión en español
Martín Hazan of Nextperience: We have to change the way brands relate to people
Manuela Walfenzao| 17 de mayo de 2016
Hazan: La industria debe tener un solo rumbo que es el que le marca la gente
General Director & Cofounder at Nextperience, Martin Hazan is the jury President of the Interactive category at the 2016 Ibero American Advertising Festival (FIAP). He hopes to be pleasantly surprised in this edition. “Last year players like Snapchat, Spotify, Netflix, Waze and Whatsapp reached massiveness levels similar to those in Radio and TV in the past years. Im willing to know what are advertisers and agencies doing with such a decisive insight. If they are considering them as pillar for their actions or still, in our region, we continue looking from the outside what millions are doing every day” he told PRODU. Hazan explained that Interactive is required to be the main innovative category, because its in its DNA. “I know that the budget that brands invest in this area arent still at the level of whats going on in the U.S. or Europe, but in digital a good resource or funny idea its not enough. We have to change the way brands relate to people. Thats why the challenge is greater in this category.” “The industry should only have one direction, which is the one people points at. We organize elaborated debate sessions trying to analyze where is the consumer heading and every day what people do shows us the way. The radical changes of their habits and consumption (both cultural and economic) for the last years have been resounding. And as publicists we only have to be aware of this impact and change. Change to survive” he recommended.
