John Santiago, Founder and CEO at M8

John Santiago From M8: The Difference Between A Creative Director And Data Is That Data Doesn't Take Things Personally

Manuela Walfenzao / Chicago|13 de junio de 2017


John Santiago, Founder and CEO at M8; José Romero, General Manager at Sling TV and Luis Martínez, Digital Marketing Director at Denny's were the spokespeople of the panel Data Doesn't Take Things Personally during the second day of the AHAA conference.

“The difference between a Creative Director and data, is that data doesn't take things personally. We are here to see how we inspire creativity through the use of data" stated Santiago.

Martínez stated that from data, they create a collage of the true business opportunities. "That decision process, together with your consumers' listening will inform you of the moments when you can win over consumers."

Recently, the company launched Denny's on demand listening to their clients' needs and they have discovered that this is a data mine that opens more relevant communication channels.

“We moved away from calling the Hispanic market, Hispanic market because we all speak differently, we come from different backgrounds, started to see it as a very diverse group" expressed Romero. "Multicultural agencies have the power to change the shape of total market. We developed such a good campaign for the Latino audience that it applied to the entire U.S. We see the data and from there personalize the messages" expressed Romero. "Multicultural agencies have the power to change the shape of total market. We developed such a good campaign for the Latin market that it applied throughout the U.S. We saw the trend and what bothered people about TV companies and in 2015 we introduced a very basic and cheap service with the most popular channels."
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