Juan Sánchez, in Dircomfidencial: ‘The consumer is no longer waiting for us; we have to proactively seek them out’

Technology and digitalization are setting the pace for the economy, making a commitment to innovation a profound necessity for businesses. Creativity is no longer just an option but one of the most in-demand management skills by CEOs and one of the most difficult to find.

Advertising is a field where creative potential is at its greatest due to its disruptive nature, the constant development of its environment, and the need to adopt new strategies.

Our Chief Creative Officer, Juan Sanchez, analyzes in Dircomfidencial’s Communication Forum podcast how the field has changed in recent years and how to adapt to the new times in this context.

In the program, Juan Sanchez highlights that “a few years ago, advertising creativity was like a theater performance where we went out on stage to meet the consumer, who sat quietly in the stalls waiting for brands to deliver their message. But that has changed significantly. Nowadays, the consumer is not waiting for us; instead, we have to seek them out actively. What we communicate to them has to be more engaging than ever before.”

When we discuss the evolution of advertising, we often focus on television as it is one of the mediums experiencing significant changes. Our director notes that “we used to watch everything on a single screen, and now we have many screens. Perhaps, the TV format has lost some of its strength because young people are not watching it as much.” However, he emphasizes that “audiovisual content is still as relevant today as it was 20 years ago.”

Mastering new channels with the same budgets

One of the challenges that marketing and creative professionals face is the need to master new channels to cultivate loyalty among diverse audiences with the same budget.

In conclusion, Juan emphasizes in the podcast that “creativity must be the primary focus. Without it, we are lost. We need to prioritize creativity and never lose sight of it; otherwise, we will become diluted.”

You can find the full content, originally published on Dircomfidencial, for further reading.

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