The proposal of a creative alliance between brands, agencies and media for the benefit of the local market, how to generate content for a brand without tiring the consumer and not feel that a product is being sold, even if it is like this, or how to assemble the snippet or fragments of real-time content were some of the issues addressed yesterday morning after the opening of Lions Edit Ecuador, in the convention center of the UEES, in Samborondón.
The event is organized by Diario EL UNIVERSO, official representative of the Cannes Lions Festival in Ecuador, and by the Ecuadorian Association of Advertising Agencies.
The event, which will culminate tomorrow, brings together several national and international speakers, with extensive experience, and workshops. There is also an exhibition of cases of local and world campaigns awarded at Cannes Lions 2018.
Nicolás Pérez Lapentti, deputy director of Nuevos Medios of Diario EL UNIVERSO; Pernille Raven, content manager at Mad Cow Films; and, Laura de la Fuente, CEO of Calusa Media, were the first exhibitors of the event that seeks to inspire attendees great ideas that lead them to promote this industry.
Perez during his talk about the uncertain future of advertising in a digital world addressed several trends that, he believes, more impact on digital advertising as, for example, the increase in subscribers who are paying for a service to not see advertising such as Netflix. He also mentioned adblocking or mobile apps to block advertising; and aggregation, which is applied to different platforms and services.
He made to the audience proposals as a creative alliance between brands, agencies and media for the benefit of the local market, co-production of high quality content and finally to contribute to the digital transformation of brands: “Only working one by one with brands in the Ecuadorian market we will be able to create the transformation “.
Raven, speaker of Cannes 2017 and 2018, addressed the topic Branded content (content branded): How to generate content for a brand without tiring the consumer; while the speaker Laura de la Fuente, professor of Mobile in ISDI / MIB and in the Communication MBA of Kühnel, spoke about Internet of me, personalized content of the brands towards their users. He talked about the snippet or snippets of content and announced several of his mobile strategies.
Among the national speakers were Pablo Arosemena, president of the Chamber of Commerce of Guayaquil, who spoke about his first business selling coconut water that began fifteen years ago.
Speakers Juan Posada, who is part of the team that won the first Gold in One Show, were scheduled for the afternoon; Mariam Guessous, founder and creative director of I See You Wellness; Roberto Salas, co-founder and president of Young Hero; Fergus O’Hare, director of Facebook Creative Shop for APAC.
In addition to the talks there are three workshops given by Raven, Guessous and Juan Isaza, leaders of the creative industry under different themes, from media planning to creative.
Today will be Pablo del Campo, founder of the agency Del Campo Saatchi & Saatchi in Argentina and Spain. (I)
“We must generate content with close experiences, so that people want to viralize them immediately.”Laura de la Fuente, CEO of Calusa Media and professor of Mobile at ISDI / MIB
“I hope that in this event all the exhibitions serve to continue fighting in the world of integration. You always have to be thinking, innovating and creating.” José Antón, Ecuadorian Advertising Association.José Antón, Ecuadorian Advertising Association