Liz Unamo|29 de junio de 2018
For the CCO of Wing, Pepe Aguilar, the way to boost and monetize the creative business is to behave as clients’ true partners. “If something matters to them, it matters to us. When we earn their trust, exchanging ideas and pushing the limits of creativity come naturally” he said
Talking advertising is something most people try to avoid, Aguilar said. “The only way to customize messages to the target audience is through data management. We are going through yet another revolution in our industry, in which data consultants will be the new leaders. However, that doesn’t eliminate the need for creative thinking, which is what truly manages to break the indifference barrier.” He believes this year’s key concept is the new agency model.
Regarding the Cannes Lions Festival, he said it is a measuring stick the industry applies to find parameters of excellence. “In my opinion, Cannes is a very useful tool in that sense,” he said. “Not only does it build our reputation, but it keeps us in shape to remain competitive in this changing industry.”