One of the speakers on the first day of El Ojo, Erh Ray spoke about the importance of the market adapting to new times, terms and realities
The advertising market’s mission is to bring reflection and talk about the time in which it lives and, over the 25 years of the El Ojo Festival, the way of doing and thinking about advertising has changed.
During the first day of the event, Erh Ray, CEO and CCO BETC Havas and President of the Jury for the El Ojo Via Publica category, took the stage in the conference room to talk about the changes over the years.
Instead of the traditional slides, Ray chose to present his points through Instagram, in an account created especially for the moment. The objective was to show, precisely, one of the changes in the sector: the tools.
What has changed over these 25 years are the tools. We are constantly competing with the cell phone, so the tools have changed, but the essence is the same, said the CEO of BETC Havas.
To exemplify his point, the executive presented some of the old campaigns he participated, such as the case of the “Carlinhos” campaign, made by DM9 and launched in 1998.
One of the points raised by the speaker was the importance of the market adapting to new times, terms and realities, such as the home office model of work, established in most companies even in the post-pandemic.
In the period marked by the virus, BETC Havas, which was previously located in a three-story building, returned two of them and currently opened a café, called BETC Havas Café, on Rua Oscar Freire, in So Paulo. The new location will be used both for meetings between the agency’s employees and for meetings with other professionals in the market.
During the conference, Erh shared a bit of his life and professional history, since the executive has been present at El Ojo since its first edition.
