+2%

PERU
THOUGHT LEADERSHIP
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
FROM ANALYTICAL
TO 'CURIOSYTICAL'
THE IMPACT OF
ACTIONABLE IDEAS
Today, this equation has changed: although
it is true that maximizing the message’s
reach secures brand presence and relevance,
impact and powerful ideas of enhancement
strengthen the bonding between brands and
consumers. Today, this is what generates
value and continuity.
There is no doubt that the challenges today’s
brands face in order to generate value for
shareholders are more and more intense,
especially as functional differentiation is
increasingly reduced by the existence of
technology and information as commodities.
However, strong brands leave a mark, and this
mark carries the imprint of those working on
the brand: the marketing and agency team.
EDUARDO VELASCO MAXIMILIANO
Managing Director
MEC, Peru
Eduardo.Velasco@mecglobal.com
In the past ten years, media agencies
have undergone an interesting
transformation, integrating specialized
areas and profiles to complement
traditional analysis and media planning.
This is aimed at enhancing the strategic
nature of the service, emphasizing data
and digital media. Years ago, the role of
media agencies was mainly to maximize
the reach of the brand’s message in
paid media, sometimes adding a few
innovative ideas on media use. What
was important was to maximize the
number of people exposed to a brand’s
message at the lowest possible cost.
The impact achieved by any innovation
in the use of media came second.
By impact and powerful ideas, we do not
mean TV and radio adverts, but what
we call “actionable ideas”. Based on the
interpretation of consumers’ real time data,
the market, and competitors, as well as
on predictions around the events and/or
content that can be related to the brand,
we develop specific actions that are then
enhanced through paid media, both owned
and earned. Formerly, a brand scheduled
8-10 activities in a year. Today, they have a
plan with 30-40 activities in a year. Brands’
dynamism ensures their permanence in
consumers’ preferences, but demands a
more efficient investment.
This is why media agencies’ teams are
evolving from being characteristically
analytical to become ‘curiositycal’. Today,
collecting and reading data is not enough: we
need to understand them, identify patterns,
associate them with opportunities, develop
relevant content, and finally create powerful
ideas based on all of these. Today, social
listening, big data, and market content
enable agencies to deliver ideas to brands in
real time, ideas that will then add more value.
This is becoming more and more relevant. It
is no coincidence that some Cannes awards
were granted to media, nor that different
and comprehensive agencies are emerging
globally. Rather, this shows that the current
ecosystem is being redefined on the basis of
the convergence of all these media elements.
MEC is committed to growth. Growth for our people, our clients and
our industry. MEC pushes the boundaries of what’s possible in order
to thrive in Digital / Mobile / Search / Social / Performance Marketing
/ Data / Analytics / Insight / Sponsorship / Branded Entertainment /
Multi-cultural / Content / Retail and Integrated Planning. Our 5,000
highly talented and motivated people work with category-leading
advertisers in 93 countries and we are a founding partner of GroupM.
#dontjustlivethrive.
www.mecglobal.com
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