The NOW Gen

Globalization

The New Value Proposition Agencies Must Offer Now

Beautiful and creativity are important in your marketing strategies, but the value proposition you offer needs to speak louder. In this fast-paced world, consumers are looking for the best they can get, and the first option in front of them. In this episode, our guest Gabriel Schmitt, Co-Chief Creative Officer at FCB New York, spoke with our host, Francisco Serrano, about creativity and value proposition. The multiple award-winner shared with us the importance of listening to your customers in creating trends. And having fun in what you do. Listen to this episode full of incredible advice.

Guest

Gabriel Schmitt

KEY POINTS:

  • Cannes Lions International Festival of Creativity.
  • Brazilian advertising.
  • Imagination vs Reality.
  • Persuade with creative messageSs.
  • Value Proposition.
  • What Agencies must offer NOW.

RELEVANT QUOTES:

” I think even harder is not to be reactive though. And to, instead of reacting to what’s going on in pop culture is to really shape pop culture.”

“You really need to be akin to what the trends are and what it’s not bubbling it up, or it’s bubbling, but it’s not above the surface yet.”

“I think that you start having a conversation with the audience that is more interesting because sometimes they didn’t know they wanted to have that conversation with a brand. But if you start that, you jump ahead, we end up creating trends, which is great. “

“To me, it’s all predicated on partnership. I think the more space you give to the relationship, and the more you make sure the agendas are aligned the more you’re gonna get to amazing results.”

“It’s a fine line between making sure people are engaging the message and not having fun with the message.”

Brands and Globalization: How to Conquer New Markets

Globalization is a part of our daily lives. We live in a globalized world. But for brands, it can be hard to arrive at a new location especially if it is across the world. Alexandre Ronsin, our episode’s guest, has not only done this in East Asian countries but explained to us what he’s learned from the experience. Along with our host, Francisco Serrano, they discussed globalization, culture adaptation, and brand identity. Listen to hear their valuable insights.

Guest

Alexandre Ronsin

KEY POINTS:

  • From France to Mexico all the way around the globe.
  • Marketing globalization in CPGs.
  • Similarities and differences in consuming patterns around the world.
  • Becoming a local brand, without losing your uniqueness.
  • Optimization for the benefit of your consumer.
  • There’s no secret recipe, make your own recipe.

RELEVANT QUOTES:

“So I’ve been traveling a bit across the globe seeing different, perspectives, but also a lot of commonalities between geographies. You know, now we believe that every country is unique and specific, but we see also as well that there are plenty of things that are extremely common now to see across countries, and generations, and it’s quite interesting.”

“There are a couple of industries that despite the crisis will always be successful and food and beverage are one of them. This is also one luxury that we have in this industry.”

“What is common is the celebration in the sense that people like to celebrate, people like to give gifts to their family, to their relatives, to their friends. And this is the same. Now we have, here in Asia, lots of celebrations that are unique, like Chinese new year, lunar new year, Middleton festival in China, Chuseok in Korea.”

“The really tricky key point is you need to find the local insights that make your product relevant and to find a way to enter and leverage these local insights, without forgetting where you come from, without forgetting the DNA of your brand, the heritage of your brand and making successful leveraging on one specific local insight, to be relevant.”

“So in order to really be relevant for the local consumer, they have developed this unique model now, so you see the different styles of adaptation to the market. So either you find brands that have understood a local insight and develop a product accordingly, or you find another set of brands not changing anything to the recipe or to their positioning, or trying to find a way to anchor their brand to local insight.”

“The first thing to really understand the consumer journey, the shopper journey, and say, what are the drivers and barriers to consumption, to try to find some sweet spots where you could enter quite easily.”

“If you want to be internationally or locally relevant, you need to be open. You need to be pragmatic as well, and less dogmatic. Because if not, you might face a lot of challenges. This is one thing. The second one is that you need to really, understand who you are speaking with. You need, if you want to be successful, you need to be locally relevant.”