beon. Worldwide

“Technology should never supersede the message”

Wednesday December 12th, 2018

beon. Worldwide hosted at the company’s headquarters the last meeting of Club de Directivos de Andalucía, a business initiative by Instituto de Estudios Cajasol in which executives and entrepreneurs, through networking synergies, share their vision and experience on improving their industries.

This session gathered Dario Regattieri, CEO at beon. Worldwide and Marcos de Quinto, renowned creative advisor, in a round table presented by Luis Gandiaga, Corporate General Director at beon. Worldwide. The meeting analyzed the current state of affairs of advertising, talent, technology, and the future trends.

On the big question in this session “Where advertising may be in the future?” Dario Regattieri states: “trends highlight the emotional side of advertising: spots about stories that move the audience, that make them feel.” Marcos de Quinto, on his part, highlighted that “something that never changes in marketing is the need to need to exert influence” and that influence is generated through “emotions, and emotions have the power of storytelling”.

Both speakers focused on technology as a key element for the advertising industry, though Regattieri pointed out that “it should never be above the message. We have to see technology as a means to generate impact, not as an absolute protagonist.” De Quinto stated that “technology will serve to detect what excites people, not to thrill them.” He also pointed out two of the technological trends next year: Big Data and neuroscience, adding that “in the future, there will be small headset to read brain activation, and transmit its reactions.”

Regarding the power of brands, Regattieri affirmed that “professional must see beyond the product, because consumers feel attached or committed to a brand for its values, which are a core part of the brand.” This is why today “events are an essential means to reach target audiences”. For De Quinto, “values are the people’s contribution to the companies”, and he added: “what could destroy advertising either the regulations or the deregulation of content advertising.”

Regattieri, on the other hand, placed special value on the search for talent, declaring that “training is outdated” and that “talent is everywhere, but not the opportunity to express it.” The CEO also pointed out: “At European and global levels, we have always endeavor to leverage our talent, and that upgrades and renovates us every day as a company.”

Does advertising have a solid future?

Marcos de Quinto made a presentation on this subject, stressing the goal of marketing as “the need to influence”, an action that is achieved through emotions. In fact, he added that “only the brands that are rooted in the emotional have survived”. For De Quinto, “brands will continue to invest in advertising.”

In addition, the creative noted that “the industry is subject to the General Law on Advertising and thus forced to be truthful; the same thing does not happen with the content, as they benefit from freedom of speech.”

During the presentation, De Quinto put forward the three fundamental principles: ability “to know how to distinguish between an idea and a great job”; integrity “so as not to disguise as genial what is simply acceptable, mediocre or bad”; and perseverance, “to not stop trying to achieve the genius.”

Finally, he shared his opinion on digitalization: “I do not believe in digital marketing strategies, but in the digital transformation of businesses over isolated efforts of their marketing departments. This has been their common mistake”.

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