*by Alexandre Ravagnani, Executive Creative Director of REPENSE
The accelerated consumption of information by society has transformed the way we think about communication and innovation in the advertising market. While creativity remains the primary source of thought in campaign design, a new player is gaining a lead in building the strategies that surround brand marketing needs: Effectiveness. No wonder Cannes created a new category just to help reaffirm that the Festival is engaged in that sense: "Creative Effectiveness", which demonstrates its concern to go beyond prizes that value works that have not necessarily had their efficiency and results proven.
As creative director, I have been experiencing the transformation of the market and I can say with conviction that the creative team has never been asked so much. Delivering brand recall through a brilliant idea is no longer enough, nor can you think of the solutions that will go viral in the next wave of memes. It is necessary to become effective, to dialogue at the right time and to arouse the desire for recommendation based on the sincere bond between brands and consumers. I am not against awards and I know how important it is to the market, but to me it is even more valuable when a good idea moves the customer focus, making a real contribution to brand results.
Therefore, I advocate effective creativity: Bringing into the spotlight stories that can engage audiences no matter what time or way they are using to get the message across. Behavioral data, transparency and emotional bonding are some of the subsidies that can even contribute positively to the success of a campaign, but will not bring the consumer's attention all alone. The effectiveness is in understanding individual behavior and delivering what your audience understands as really relevant and necessary, whether it is a service or some content for their life.
Just look around in our daily lives. Spotify delivers millions of songs, playlists and podcasts without interruption or advertising for a "small monthly fee", Rappi delivers anything you want any time of day or night, and Waze not only takes you faster to your destination, it also allows you to share rides and save money. Everything we currently consume, refer, or share in some way establishes bond and relationship. And a bad result, some bad service, in addition to affecting my relationship with the brand, can also affect that of my friend and even my friend's friend.
The revolution that advertising market is going through is partly connected to this challenge. Presenting solutions, services, initiatives that are perceived as unique and true. If emotions connect, we need to be equally incisive when we want consumer loyalty.
The fact is that in an environment of so much competition and offers, not only the one who wins has the best product, but the one who generates the most empathy and connection. But I talk about empathy and true, open-hearted relationships. If something went wrong, let's take over and fix it next time and not carry water in a sieve. In the end, the most creative campaign is the one that underpins long-term growth metrics, proposes lasting relationships, and respects customer momentum.