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Flexible Ideas Drive Brand Growth

By LUca Nan - Alkemy Latam


By Luca Nan | CEO LATAM - Thu, 05/11/2023 - 15:00

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In today’s fast-paced and ever-changing market, creating messages is not enough to build a brand and connections with audiences, we need to create relevance in their life for them to let us be part of their every day. This is especially true in the digital age we are living in, where creativity must go above and beyond to stand out from thousands of messages, capitalizing on technology and platforms to find every user at a precise moment.

We are living in a completely new era for advertising. The constant evolution and implementation of new technologies are colliding with a constantly growing offer in products and services, creating an extremely challenging context. On the one hand, we have a new era of consumers who are highly informed, always-connected, and with a wide range of possibilities that lead them to look for brands with which they can establish a connection beyond simply buying a product. On the other hand, we have a growing technological offer that introduces new spaces, formats, and tools to people, empowering them with data to make better decisions and go beyond their gut feeling. Therefore, in today’s environment, it is not enough to create an impressive concept that captivates the eyes of consumers; today, we need to find the perfect balance between a captivating message, the precise point of contact, and the preferred format to deliver a relevant proposal to the audience and aspire to create a bond with our brands. It is a context that undoubtedly brings endless challenges for agencies and creativity but, above all, brings a world of opportunities for brands.

This is why the world of creativity in advertising has seen the need to evolve, leaving behind the classic structure focused on mass media to build a more rounded vision when creating campaigns, one where each part of the brand's communication ecosystem has  weight, a role and a fundamental value in the construction of the messages, especially when we consider that it is the user who stands at the center of everything.

Agencies today must consider new dimensions when developing communication campaigns for each brand, prioritizing creating ideas that have the flexibility to adapt to the different formats that are available. That way, they can aspire to bring to life messages in terms of the touchpoints their consumers are using and who aspire to connect with them. Therefore, it is essential to create a synergy that considers the platform where the audiences are, the moment in which we are connecting with people, and the different profiles of potential consumers to adapt our messages and be relevant at the very precise moment in which they are most susceptible to receive and understand our brand. This is a requirement that is increasingly  becoming more complex, but more necessary to be able to promote brands, since it is those who achieve the creation of adaptable messages that are able to remain relevant and competitive.

Now, we need to see this evolution as a push to bring more innovation into advertising, promoting not only more interesting and well-rounded messages but also being able to get the most out of each of the elements that make up the equation to maximize the outcome. It all starts with the format, seeking to break the rules to implement video or images in new ways to match the moment and nature of the platform. We need to  Identify the dynamics that build the interaction at each point of contact to introduce creativity in the most organic way to be relevant, and even include new tools, such as artificial intelligence and augmented reality, to capitalize not only on the dynamics and interests of people but also to generate interest from within each and every one of the ideas. The combination of all these elements is leading the creative industry to deepen integration from the conceptualization stage, at the very beginning, to create bigger and bolder ideas that allow building brands in several dimensions, strengthening their positioning in every market and in the life of their consumers.

But this is not something only creative agencies should worry about because the brands should be involved too. After all, beyond the impact it has in building relevant brands for the new generations, this flexibility is marking the success of brands within their markets. Therefore, it is not only about the evolution of the agencies but about the demand and adaptability of the companies to push for more integrated proposals that will allow them to stand out and boost their profitability.

Undoubtedly, liquid creativity has become one of the fundamental pillars to drive the growth of brands in the digital age, becoming essential for business growth and, above all, to keep brands above the curve and to boost their growth and maintain their relevance in a constantly changing market, identifying growth opportunities, and promoting a culture of innovation within the organization. That’s why businesses should prioritize adaptive creativity as a key component of their growth strategy.

Photo by:   Luca Nan

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