Not everyone relates to brands in the same way
The 27th edition of the El Ojo de Iberoamérica 2024 International Festival, held at the La Rural Convention Center, in Palermo, in the city of Buenos Aires, Argentina, began this Wednesday (13).
Brazil has 240 finalist cases: 33 at El Ojo Digital & Social; 23 in Media; 21 in Audiovisual Production; 21 in PR; 20 on El Ojo Directo; 16 in Ideia Local (Brazil); 14 in Brand Experience & Activation; 13 at El Ojo Sustentável; 10 on El Ojo Content; 9 in +Women (Creatives and Directors); 9 in Design, 8 in Sports; 7 on Public Roads; 6 in Health & Pharma; 6 in Graphics; 6 in Creative Data; 5 in Effectiveness; 4 in Film; 3 in Radio & Audio; 2 in Best Latin Idea for the world; 2 from El Ojo Creative Commerce; 1 from El Tercer Ojo; and 1 in Creative Business Transformation.
Love and data
“We have seen famous and controversial kisses, which even helped to tear down walls. And there are others that require more effort”, said Ramiro de Lusarreta, CEO of the digital agency Massive, from Mexico, in the panel ‘Amor para siempre: Cómo late la data en mi corazón’, presented on Wednesday morning.
The same thing happens in the consumer relationship with people. “The first step starts with knowing who the people are who really buy the brand,” said Lusarreta.
The executive showed the importance of putting together a business intelligence and data analytics strategy to identify moments of consumption and bring brands closer to people. Information collected from first party data is vital to establish a one-to-one relationship and generate your own audience without depending on third parties.
“When the data is organized and clear, the brand can start collecting other information that can be shared with business partners”, points out Lusarreta.
The creation of an integrated technology ecosystem allows you to create specific communities and conversations for certain consumer profiles. This digital dynamic captures data according to consumer habits. “Not everyone relates to brands in the same way”, recalls Lusarreta.
The strategy also guarantees the development of data-driven campaigns, which lead to relationships based on trust and brand loyalty. The use of data to reach the hearts of consumers has already been used by Massine in cases for Coca-Cola and the beers Tecate and Heineken.
Winners
In a ceremony scheduled for 7 p.m., the festival begins to announce the winners, starting with the awards El Ojo Gráfica, El Ojo Graphic Production, El Ojo Radio & Audio, El Ojo Audio & Sound Production, El Ojo Health & Pharma, El Ojo Efficiency, El Ojo Design, El Ojo Audiovisual Production and El Ojo Local.
The festival runs until November 15th. The trial of the pieces began on October 29th with more than 300 jurors, who voted online, and 18 jury presidents. They selected the finalists and then the Gold, Silver and Bronze winners.
Jury
Between Brazilian presidents and jurors, Brazil had 48 professionals, who helped choose the most creative works in Latin America. A group of 43 Brazilians analyzed works in 17 of the festival’s 19 categories.
Among the five jury presidents in Brazil are Vanessa Giannotti, vice president of media at Ogilvy Brasil and BR leader of OpenX at WPP; Fred Luz, director of O2 Filmes; and Rafael Urenha, founding partner and CCO of the Gallery. They led the Media, Audiovisual Production and Digital & Social juries, respectively. Paulo Areas, CCO and head of business transformation at TBWA Spain, headed the Direct jury, while Vanessa Brandão, global marketing director for core beer at the Heineken group, led the Efficacy jury.
Brazilians are also among the speakers: Rafael Nasser, CEO of Hogarth Brasil; Keka Morelle, CCO Latam at Ogilvy Latina; Bruno Regalo, global chief design officer at TBWA Worldwide; and Icaro Doria, president and CCO of DM9. This year, more than 30 professionals pointed out the path to be taken by creativity in the coming years, with inclusion, technology and artificial intelligence.
