“Clients are becoming more specific and therefore demanding digital formats”

Mario García, advertising account manager, answer these questions about the importance of technology within the industry campaigns.

Which are the most wanted formats when developing a new advertising campaign?

Clients are becoming more specific and therefore demanding digital formats offering audience segmentation and outcome measurement.
This trend seems a logical evolution as these formats are becoming more popular and the investment is usually more effective. Clients buy qualified audiences instead of ‘spaces’ as in traditional advertising. Therefore, depending on the objectives to be attained, these campaigns can be targeted by their interests, age, or social profile. Messages may be even personalized for each of the target members, and even during the campaign, adjustments may be programmed in order to maximize results.
Digital formats are also more flexible, opening new possibilities for the development of much more creative and innovative campaigns.
Where do you find inspiration when creating new campaigns?
Internet helps a lot: blogs, YouTube videos, social media, online trends, and above all, consuming loads of advertising. The most familiarized you get with your field, the easiest to create something brilliant.
What is the role of technology in the new line of advertising strategies?
Technological advances are now more accessible and grant limitless possibilities, as creativity is less restricted. Many clients are really surprised when they know what we are capable to do for their campaign.
Could you define the role of influencers in terms of brand strategy?
Influencers are great brand prescribers, and possess a great ability in influencing people’s buying decision and endorsing brand image. These professionals also bring in very segmented, quality audiences.
Influencers are gaining in importance within the brand strategies due to the professionalization acquired by these type of expert communicator profiles. For this very reason, it is advisable that these professionals work together with an agency that provide them enough guidelines to attain the fixed objectives.

What would you say is the foolprof formula for the good relation client-agency?
In my opinion, the most important thing is that clients really trust the agency. If they feel part of the team, it is easier to be aligned with them, and eventually they will know that their brand is in the best hands. This is, of course, our greatest responsibility and challenge.