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.

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