that creativity is valued at the business level in any company in a transversal way”, Eva Santos The renowned creative Eva Santos participated yesterday in the second day of El Ojo de Iberoamérica to talk about creative activism. After saying goodbye to Proximity ,
her home for almost two decades, the professional decided to embark on new projects as an Independent Creative Consultant. A change of course that arises from his concern to work on actions related to activism .
Following several examples of brilliant campaigns and experience, Eva Santos gave the mobile number list for marketing audience – connected in a virtual way in this edition of the festival – her vision of creativity as the driving force behind advertising and of that long-awaited connection between brands and consumers. For the speaker, now more than ever “is the time to be creative activists and actively use creativity to generate change . ”
In the first place and citing the writer Yuval Noah Harari, Santos stopped at the irruption of the coronavirus pandemic, which has caused a great blow to all of society throughout the globe. As the Israeli writer wrote last March, “we were really living in a historic moment , an emergency of a colossal size, only comparable to the world wars, and possibly worse than them because there is no prior paradigm of how it works.” .
And after this reflection, the creative looked back to delve into the “conservative moment at a cultural, artistic, business and political level” in which we USA B2B List were immersed before the pandemic. “The level of risk that was being assumed at the level of innovation and creativity was very low and for me we were already immersed in ‘1984’”, he assured.
The growing importance given to data is one of the aspects that marked the precovid times. For Santos, creativity was “completely cornered” and data was winning the battle. The first was considered as “this subversive entity that tried to do things that it is not known if they will turn out well or badly”, while the data “told us what the truth was and was helping us to sell.