BRAZIL 2017 | Data and Creativity need to come together
Brazil is famous around the world for the warmth of its people. Whether in the professional or personal environment, good relationships are one of the most important and valued aspects of our culture. When we begin a relationship, there is often a greater effort to charm the person who sparked our interest. This is why we take them to a nice restaurant, spend a weekend at a boutique hotel or give memorable gifts.
Henrique graduated in Business Administration from Pontifícia Universidade Católica do Rio Grande do Sul, Brazil, in 2003. A year later he gained a marketing certificate from the University of California, Berkeley, with academic distinction.
Starting at Google in 2005 as one of its first employees in Brazil, he worked at the company for almost five years, leaving it in 2010 to start the digital agency Jüssi. In September 2015, Jüssi was acquired by the WPP Group, integrating Ogilvy’s network of agencies.
Henrique is responsible for co-managing Jüssi with Marcos Del
Valle and Xavier Penat, all three managing partners at the agency. Henrique coordinates the media teams and operations at the agency.
We do all that because we want the person to reciprocate our feelings. As we are not familiar with each other yet and don’t know details about what they like or desire, we make an effort to be more creative than expected, aiming to charm in order to gain love and respect.
As time goes by, we get to know more and more about the person. We find out their favorite food, favorite color, what makes them mad or happy, what they enjoy or hate doing on weekends, and so forth. Once all this data is compiled in our minds, we tend not to worry so much about charming them and focus on doing as little as necessary, given that we already know what pleases or displeases them. This is also the recipe for the failure of a relationship.
KEEPING IT FRESH
In a way, this is what is going on in the relationship between brands and consumers in digital media. Since we now have the ability to use consumer data in media campaigns, after the development of programmatic buying, all of our efforts are put into data.
There is no doubt that creativity plays a major role in communications. However, data and creativity live in separate worlds. In one world, the creative process is much the same as 20 or 30 years ago. In the other world, media works in the organization of audience clusters, hoping that the creative process comes up with something that adapts well to one of these clusters. This model must evolve.
Data and creativity must get closer and closer. A positive attitude is not enough to make it happen. We must act in a coordinated way, seeking to offer better results for brands. Creative teams must think more about the consumer’s journey and less about campaigns. They must learn how to create ideas targeted to audience groups that spread in real time, and learn about formats and new possibilities. Media, planning and creative departments must talk much more — consistently and on a regular basis — and adapt their communications to the results achieved.
Planning alone is no longer enough. We must plan, execute, adapt and continue to execute. And do all of
that in a much shorter window than from one campaign to the next. Above all, we must think of it as a journey, which unlike a campaign, has no beginning, middle or end — just a beginning and middle.
In any relationship, in order to succeed, it takes commitment. Not only that. We must understand that charm and knowledge, meaning creativity and data, walk side by side. The time when we could place things in separate boxes is gone. Putting together skills and technology to offer consumers memorable brand experiences is inevitable.