Post by account_disabled on Mar 7, 2024 8:07:08 GMT
Today's consumer has become aware and is more likely to express their activism against climate change and their concern for sustainability.
Phenomena such as the one led by Greta Thunberg, the visibility of the conditions in which many of the products we buy are manufactured, the rise of issues related to the environment and the Sustainable Development Goals have made some companies begin to care more about being part of that activism than by advertising in traditional ways.
“Intrusive advertising no longer interests anyone. We Chile Mobile Number List don't want to see ads in the middle of our movie. We firmly believe that creativity has to be used as a powerful weapon, not only to generate ingenious ideas that make brands sell more, but also so that brands can also get involved in solving the problems that affect their consumers." , considers José María Batalla, founding partner and creative manager of La Casa de Carlota & Friends.
This Spanish agency has built a work methodology and an innovation ecosystem, where experience, creativity and integration are interrelated to design transformative solutions. It is, in the words of José María, going one step beyond social responsibility.
Its methodology “allows creativity to emerge strongly through a process that we have called activist journey or creative activism,” explains Jordi Guix, strategic director of the company and who comes from Grupo Havas, where he directed and presented the renowned Meaningful Brands study. .
It is about the brand transcending from social responsibility to having a “brand purpose, as a backbone value to execute and activate that purpose in an activist manner in the form of actions, campaigns, new concepts or even product innovation,” he adds.
La Casa de Carlota & Friends has been in the market for more than seven years working for clients and sectors as diverse as La Caixa, Bimbo, Nestlé, Danone, L'Oreal, Banco Iberoamericano de Desarrollo, public administrations, wineries, laboratories and insurance companies. , among others. It has offices in Barcelona, Seville, Sao Paulo and Medellín
Revolution in the creative industry
One of the keys to the success of this particular agency has been its creative team, which is made up of talents that no one had included in this sector until now.
Creative professionals who come from multinational agencies such as Grupo Havas and TBWA work as a team and completely integrated with students from different parts of the world and people who were born with Down Syndrome and autism, who are hired after a rigorous selection, exclusively for their abilities and his contribution to the rest of the team.
Obviously, they agree, this is the revolution that the creative industry needed for innovative and brave things to happen.
In 2016, they presented their project at the United Nations headquarters in New York for its innovation in the inclusion of people with disabilities and have received numerous awards at their headquarters in Barcelona and Medellín.
“Brands around the world are going through a very serious problem with relevance and reputation. They have had responsive consumers who demand much more from brands than just excellence in product and price,” explains José María Batalla.
Competing in this market, he continues, “riddled with Millennials, Generation Z and conscious consumers not only in the ethical sense, but also aware of the enormous power they have in each of their purchasing decisions, requires an approach and engagement that is absolutely different from as has been done until now.”
Having defined a brand, social, human purpose and generating truly transformative projects from it has become a necessity for brands, he considers.