beon. Worldwide

“Understanding a brand is essential”

Friday April 5th, 2019

Minerva Izquierdo, advertising account executive, speaks about the importance of acquiring the sensibility and empathy enough to satisfy the needs of our clients, and lead a brand through a successful path.

One of your major functions in your daily work deals with client management, acting as a bond between them and your own company. How this relation should be, and which details are the most important?

Sometimes it is assumed that the account executive is just an intermediary, but to be able to add value to the work, client management must transcend the mere exchange of information. In my opinion, the ability to fully understand a brand is essential, and the ability to anticipate the client’s needs is the ideal scenario. An executive must have the necessary sensitivity and empathy with the client, and the ability to transfer the relevant information about the account to the teams.

You start a new project. What are the first steps you must follow that will eventually lead you to customer loyalty?
A new project begins with a part of study and analysis that is fully completed with the daily work. To become a key management element for the client, it is better to endeavor to achieve the best for your brand, bearing in mind that all the work will bear the seal of beon. and results must be up to it. The first stages involve a good deal of listening and learning, then it is time to propose and become an essential part of the day to day with your client.

Advertising formats have evolved over the years, what format never fails in an advertising strategy?
There are formats that work better in one sector than another, but there are no magic formulas or infallible formats. What we can guarantee is that, with a good preliminary analysis, studying both competitors and the market, the necessary mechanisms can be put in place to trace a strategy of success. Here at beon., in addition, we have the privilege of having internal tools to develop these projects from the starting briefing to their final execution, and this is an important added value for customers and also for those of us who work here.

Which role has creativity and innovation in the field of advertising campaigns?
Creativity and innovation contribute to all aspects of life. In the case of advertising campaigns, both get connected with the public and, ultimately, help clients to become fans, which is the last goal of almost all branding campaigns.

And clients, do you think they know well this market niche and are sure about what want or need?
There are clients who are more savvy, but in general all of them are experts in what they want to achieve, so they expect from us to show them how to get it. The best clients want to be guided and advised, but with others the account must me adroit enough to guide the brand through the best path. In the end we all have a common goal, and if the project is well managed, account manager, client and the rest of professionals involved, become one team.

Balance Productions


Audiovisual Production

Balance Productions is an audiovisual production company formed by a group of professionals with creative profiles, equipped with the best technology and specialized in the fields of advertising, television, documentaries, and events. They conceive and produce their own audiovisual works or in cooperation with other producers, developing commercial productions with a high dose of creativity, branding know-how, and oriented to the client’s objectives. The concept, content, and message are reflected in each shot, music piece, or word. Committed with work excellence and detail, Balance is at the forefront of audiovisual production with the best results.

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Expresión

 

Stage design and decor manufacturing and set-up

Experts in manufacturing and assembling elements of ephemeral architecture, as stage sets and sets for any type of project. Thanks to facilities of more than 2,000m², Expresión can transform all its raw materials into elements for set design, interior design and ephemeral construction elements in its lab workshop. The mastery of the different types of materials facilitates the best choices depending on the durability of the ephemeral elements that are being produced. Likewise, Expresión accomplished the client’s own projects, providing expert guidance and consultancy focused on the needs of the ephemeral element to be produced.

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JanOff

Small and large format digital printing

Specialized in digital printing in small and large format in all types of media in any project. Digital printing on rigid materials, textile printing, and stationery printing and small format. Ten years in the sector and a team of professionals able of developing any project, advising their clients at all times with a personalized service and providing innovative and creative ideas. Janoff offers the best solutions and the possibility of personalizing and decorating any space, business place, event, etc., with a wide range of top quality formats and materials and providing maximum efficacy. Modern facilities and the latest technology aimed to meet deadlines and face any challenge with precision.

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Kunst Deco


Furniture and decor rentals

Kunst Deco designs, creates, builds and, above all, provides fine décor with a wide catalog of rental of furniture and decoration elements that transform any venue or space according to the needs of each client. From big spatial arrangements to the design, creation, and set-up of the smallest decorative detail to create unique sensations.
An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

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Moonflower Technologies


Digital creativity solutions

Moonflower Technologies is a digital creativity tech team of professionals specialized in the fields of 3D design, programming, and computer engineering. They are specialized in the development of applications, virtual reality, videogames, video mapping, robotics, R&D in audiovisual engineering and content, augmented reality, and 3D animation..

Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

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Next Studio


Graphic Design

Next Studio is a graphic design studio, a hive of ideas and graphic expressions in constant evolution. Design trends from all points of view. More than 20 professionals with expertise in the field of architecture, fine arts, communication, engineering, advertising, or technological design work for leading brands, trends-oriented and in permanent creative synergies. Next not only design but also produce their work worldwide, in coordination with the rest of production brands in the Group.

 

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OnOff Audiovisuals


Audiovisual production and rentals

OnOff is an audiovisual services company with more than ten years of experience offering creative solutions, always at the forefront of the latest technology in sound, lighting, video, LED lighting, plasma walls, simultaneous translation, or interactive voting. Thanks to its own infrastructure within the holding group, OnOff offers integrated services in audiovisual production of events; from design, set-up and production to the execution of any phase at structural, scenographic, décor, and audiovisual architecture levels.

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Stands XL


Design of stands and ephemeral decoration

Stands XL is a company specialized in the design, manufacture, and assembly of stands and ephemeral decoration. Born to offer all the services and solutions necessary to participate in any type of event, congress, trade fair, exhibition, or corporate action around the world.

Thanks to its design team, Stands XL revolutionizes traditional, modular stands of fairs and exhibitions, using state-of-the-art materials and the latest technology with the aim of offering not regular creations, but super stands.

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