your business is doing badly” Nothing could be further from reality, according to the vision of Eva Santos. And so he demonstrated with data. He recalled that there are already 600 million devices that have ad blockers . “With the famous programmatic and targeted communication cell phone number database for sale delivery, only 53% of the impressions that were supposedly targeted in the UK reached the target they had been sold to and had to reach,” he explained. “We were making communication completely invisible ?”
In the wake of the pandemic, creativity has emerged as the way to face the challenges posed by this unprecedented situation. «The data now, if it’s going to tell you something, it’s going to tell you that your business is failing. And that the data will not be able to fix. That can only be fixed using creativity, “he said. At this point, Santos referred to the use of creative thinking as a tool to solve problems , “not simply creativity as a way to deliver an advertising piece.”
Creativity is also the capacity that will have the most value from 2020 to 2022, according to a study by El País cited by the speaker. “I think it is the first time in years that I see creativity as a capacity that is considered valued at the business level in any type of company in a transversal way ,” he said.
Relevant campaigns and projects driven by creativity
Santos made reference to the acclaimed “The doll that chose to drive” campaign that he carried out when he was in Proximity for Audi to talk about relevance, “that which connects between what a brand can count on USA B2B List and what society is interested in.” “It was the first genre campaign in the history of the global automotive industry and it garnered more than 60 million views worldwide, ” he said. Furthermore, its effect on attracting and converting the female audience into sales generated a change in the category.
From Audi he went to another brand recognized for its advertising: Gillette . The adaptations for Spain of the campaigns “You have to be a very man” and “My mustache” , which revisited the concept of masculinity, were carried out by Proximity.