1 00:00:17,600 --> 00:00:20,600 Welcome to the loud and clear podcast where we talk to people 2 00:00:20,600 --> 00:00:22,800 who give a shit about advertising. 3 00:00:22,800 --> 00:00:25,900 I am Emily Puig a digital strategist at Richard's Lerma 4 00:00:26,300 --> 00:00:29,300 and I'm Alvaro Polanco a brand manager here at Richard lamb as 5 00:00:29,300 --> 00:00:31,800 well today. We are talking Going to Victor 6 00:00:31,800 --> 00:00:34,400 Garcia A Creative Group head here. 7 00:00:34,400 --> 00:00:38,300 Hi, Victor Hi, how are you guys? Great doing great. 8 00:00:38,300 --> 00:00:42,000 So we know that you're here to talk a little bit of to us about 9 00:00:42,000 --> 00:00:45,000 South by Southwest and we know that big topic from that is 10 00:00:45,000 --> 00:00:48,300 privacy. So we decided to take a little 11 00:00:48,300 --> 00:00:50,900 of our expertise when it comes to privacy and did some stocking 12 00:00:50,900 --> 00:00:52,800 on you. Yeah, we found something really 13 00:00:52,800 --> 00:00:55,300 interesting. You actually started in brand 14 00:00:55,300 --> 00:00:58,200 management Heidi. Yeah, you want to tell us a 15 00:00:58,208 --> 00:01:01,000 little bit about that and why you decided to To move to 16 00:01:01,000 --> 00:01:06,400 creative. So I guess the question would be 17 00:01:06,600 --> 00:01:09,800 why did I decide to become an account executive to begin with 18 00:01:09,800 --> 00:01:13,300 because that's that was advice that I got from a professor in 19 00:01:13,300 --> 00:01:16,900 college was like I don't know what to do when I graduate and 20 00:01:16,900 --> 00:01:20,300 he was like virtue you probably would degraded as an account 21 00:01:20,300 --> 00:01:22,800 executive. So that's where I got my first 22 00:01:22,800 --> 00:01:26,400 internships and after working at a couple of agencies. 23 00:01:26,400 --> 00:01:30,400 I ended up working at proximity in Madrid. 24 00:01:31,200 --> 00:01:36,200 And executive creative director there for whatever reason 25 00:01:36,600 --> 00:01:41,600 decided to single me out in a good way of saying hey, do you 26 00:01:41,600 --> 00:01:43,300 want to try this copywriting thing? 27 00:01:43,700 --> 00:01:46,400 That's like yeah sure why not? It should be it should be fun 28 00:01:46,400 --> 00:01:53,300 should be interesting and I guess part of it part of it was 29 00:01:54,900 --> 00:01:58,800 that I really what what first really draw me into advertising 30 00:01:58,800 --> 00:02:01,700 was my love for ideas. I love ideas. 31 00:02:01,700 --> 00:02:05,000 I get excited about ideas regardless of the position of 32 00:02:05,000 --> 00:02:07,200 the different positions that I've had in this industry. 33 00:02:07,400 --> 00:02:10,000 I've always been in love with ideas and I've always been in 34 00:02:10,000 --> 00:02:13,500 love with coming up with those ideas were helping ideas get 35 00:02:13,500 --> 00:02:17,700 better or bigger. So I think that was that was a 36 00:02:18,100 --> 00:02:24,000 natural thing for me. Also, I knew how to write a 37 00:02:24,000 --> 00:02:29,400 little bit so that Health. Yeah, definitely also well 38 00:02:29,700 --> 00:02:33,300 knowing that ideas are kind of your lead driver. 39 00:02:33,800 --> 00:02:37,300 I'm curious if that's the same thing that led you to focus in 40 00:02:37,300 --> 00:02:39,900 on digital or to care about digital or was there some other 41 00:02:39,900 --> 00:02:42,500 Factor there was that just the future of the industry. 42 00:02:42,500 --> 00:02:49,900 So I'm an old dog. I I started my career as a 43 00:02:49,900 --> 00:02:54,300 creative in a direct marketing. The agency and direct marketing 44 00:02:54,300 --> 00:03:00,400 with with a Rayborn birth and race of the detail environment 45 00:03:00,400 --> 00:03:05,400 cannot died down and everything turned into into digital and all 46 00:03:05,400 --> 00:03:08,200 those points of contacts with different clients and different 47 00:03:08,200 --> 00:03:12,500 customers were more about the detail experiences. 48 00:03:12,500 --> 00:03:16,400 When if you you're not going to remember because you're young 49 00:03:17,100 --> 00:03:22,500 but those microsites that Branch used to create a Created 50 00:03:22,800 --> 00:03:27,400 experiences and to me that was that was amazing in the sense 51 00:03:27,400 --> 00:03:31,800 that you can bring this thing to life in whatever way you want. 52 00:03:31,800 --> 00:03:36,400 It can be something just graphic that moves or it can be a video 53 00:03:36,400 --> 00:03:38,400 or it can be an interactive experience. 54 00:03:39,000 --> 00:03:43,700 But what really drove draw me towards that was the 55 00:03:43,700 --> 00:03:49,000 interactivity aspect of it the fact that you had the chance to 56 00:03:49,000 --> 00:03:52,700 give the consumer an opportunity to Answer back rather than just 57 00:03:52,700 --> 00:03:55,300 putting out an ad and hoping that somebody will see it. 58 00:03:55,600 --> 00:03:57,500 Now. I have to ask the consumer 59 00:03:57,500 --> 00:04:00,700 themselves comparing stain to the United States. 60 00:04:01,000 --> 00:04:03,100 Do you think the interaction levels are different especially 61 00:04:03,100 --> 00:04:06,100 then that it was an early phase like was didn't start off slow 62 00:04:06,100 --> 00:04:08,700 with one country more that I guess. 63 00:04:08,800 --> 00:04:12,500 Yeah, I guess the access to technology in Spain came a 64 00:04:12,500 --> 00:04:17,000 little later not a little later probably a lot later than it did 65 00:04:17,000 --> 00:04:20,500 in the US. But as technology has evolved 66 00:04:20,500 --> 00:04:27,700 through the years it's been its technology has been created in a 67 00:04:27,707 --> 00:04:30,500 much more native way for consumers. 68 00:04:30,900 --> 00:04:35,400 So regardless of where you are and how early or late you adopt 69 00:04:35,400 --> 00:04:39,900 Technologies their design now to make a seamless interaction with 70 00:04:39,900 --> 00:04:42,100 you. So it's easier now for someone 71 00:04:42,100 --> 00:04:44,900 that has never touched a computer to just sit down in 72 00:04:44,900 --> 00:04:46,700 front of a computer and knowing what to do. 73 00:04:47,100 --> 00:04:50,800 Whereas before the butyric. Syrians had to be a lot of a lot 74 00:04:50,800 --> 00:04:53,800 more thought out when user experience in those in this 75 00:04:53,800 --> 00:04:56,800 environment was new to everybody. 76 00:04:57,000 --> 00:05:00,500 So and I suppose having the consumer react like that. 77 00:05:00,500 --> 00:05:04,000 Now more easily just more naturally it brings another 78 00:05:04,000 --> 00:05:06,500 level to the game. Right like in the way you think 79 00:05:06,500 --> 00:05:09,700 of ideas. Thus it does make another 80 00:05:09,700 --> 00:05:14,200 another level all Because the consumer has gotten a lot more 81 00:05:14,200 --> 00:05:17,600 Savvy in the ways they interact with contributed. 82 00:05:17,600 --> 00:05:20,700 They have a patch in their eyes to cover up anything that has to 83 00:05:20,707 --> 00:05:24,700 do with advertising and now you have to create content but that 84 00:05:24,700 --> 00:05:27,300 content has to be both relevant to the audience you're talking 85 00:05:27,300 --> 00:05:31,600 to has to be entertaining has to be has to that touch so many 86 00:05:32,300 --> 00:05:36,300 boxes and check so many boxes that is changed a lot in the way 87 00:05:36,300 --> 00:05:38,500 in the way consumers interact with Brands online. 88 00:05:38,900 --> 00:05:41,100 And that's what South by Southwest is all about. 89 00:05:41,100 --> 00:05:42,300 Right? It's all about this new. 90 00:05:42,500 --> 00:05:45,300 Emerging digital environment that we all live in all about 91 00:05:45,300 --> 00:05:49,000 interactivity interconnectedness creating better customer 92 00:05:49,000 --> 00:05:52,000 experiences. I'm curious how you as a 93 00:05:52,500 --> 00:05:57,300 creative with multiple countries under your belt what your 94 00:05:57,300 --> 00:06:00,100 thoughts on South by Southwest or what were the big takeaways 95 00:06:00,100 --> 00:06:03,400 for you? I think one of the biggest 96 00:06:03,400 --> 00:06:08,500 takeaways is that I felt like we're maturing when it comes to 97 00:06:08,500 --> 00:06:14,300 technology like before Nothing was about coming up with the 98 00:06:15,000 --> 00:06:19,900 flashiest shiniest new technology and new thing whereas 99 00:06:19,900 --> 00:06:24,400 now I think companies and developers and technologists are 100 00:06:24,400 --> 00:06:26,500 looking into the consequences of those things that they're 101 00:06:26,500 --> 00:06:29,700 designing and they're taking into consideration privacy 102 00:06:29,700 --> 00:06:31,000 concerns. They're taking into 103 00:06:31,000 --> 00:06:34,800 considerations of usability of different Technologies. 104 00:06:34,800 --> 00:06:42,300 So, To me, it feels like there's been there's been a what's the 105 00:06:42,300 --> 00:06:48,200 word tration maturation. Thank you of the of the whole 106 00:06:48,200 --> 00:06:52,600 technology thing see but I find that interesting because on one 107 00:06:52,600 --> 00:06:55,100 side you have these consumers that are more savvy than more 108 00:06:55,100 --> 00:06:56,800 intelligent. They want to protect themselves 109 00:06:56,800 --> 00:06:59,200 more they're caring about the laws that are being placed 110 00:06:59,200 --> 00:07:01,500 online. But at the same time, I feel 111 00:07:01,500 --> 00:07:04,800 like all the product Trends were going out with Alexa with the 112 00:07:04,800 --> 00:07:07,600 Google nest with Nothing, it's going more towards the 113 00:07:07,600 --> 00:07:09,600 convenient side. So if you were kind of in a 114 00:07:09,600 --> 00:07:11,600 weird riff right here, how do you see that? 115 00:07:12,100 --> 00:07:14,800 Oh, there's no Rift privacy is dead. 116 00:07:16,500 --> 00:07:19,900 There is there's no raped and and it's not only a Lexus and 117 00:07:19,900 --> 00:07:24,400 it's not only Google homes or Nest camps or we're talking 118 00:07:24,400 --> 00:07:28,100 about bone recognition. We're talking about different 119 00:07:28,100 --> 00:07:34,700 technologies that can identify and Recognize even how you feel. 120 00:07:35,100 --> 00:07:37,900 So that goes beyond voice that goes beyond. 121 00:07:40,600 --> 00:07:43,800 Behaviors. It's even we're going to get to 122 00:07:43,800 --> 00:07:45,800 a point where technology most knows more. 123 00:07:45,800 --> 00:07:50,500 Alex is going to know more about you than yourself and it's a 124 00:07:50,508 --> 00:07:55,900 scary it is scary. But at the same time, I think 125 00:07:55,900 --> 00:07:58,800 I'm going back to what we were saying before I think companies 126 00:07:58,800 --> 00:08:02,700 and developers and technologists are a little bit more conscious 127 00:08:02,700 --> 00:08:07,800 of that when I when it comes to creating these Technologies and 128 00:08:08,300 --> 00:08:11,800 as long as you have a purpose, As long as you have some safe 129 00:08:11,800 --> 00:08:16,800 ways and safe rails to control what to do what to do with these 130 00:08:16,800 --> 00:08:18,900 Technologies. I think we should be fine. 131 00:08:19,600 --> 00:08:22,100 But at the same time going back to the original question, I 132 00:08:22,100 --> 00:08:27,000 think privacy is that in the sense that we as humans tend to 133 00:08:27,100 --> 00:08:34,400 go for convenience and regardless if of his Alexa knows 134 00:08:34,799 --> 00:08:39,600 that I just order Popcorn, it's fine. 135 00:08:39,700 --> 00:08:42,000 Fine, I don't care. I'm going to get served a bunch 136 00:08:42,000 --> 00:08:44,600 of that about popcorn even though I already bought it 137 00:08:44,700 --> 00:08:49,400 Amazon take note here. But um, but I think convenience 138 00:08:49,400 --> 00:08:52,700 for us is a lot more is a lot more important. 139 00:08:53,700 --> 00:08:57,200 Are you are you hearing that most brands in most companies 140 00:08:57,200 --> 00:09:00,100 are currently designing for convenience or are they 141 00:09:00,100 --> 00:09:03,400 designing for privacy? Knowing that you know, what they 142 00:09:03,400 --> 00:09:06,200 do with our data with people's data is going to be more 143 00:09:06,200 --> 00:09:08,900 scrutinized or do you think to your point about people will do 144 00:09:08,900 --> 00:09:11,400 whatever to get with most convenient that that's going to 145 00:09:11,400 --> 00:09:14,000 be their bottom line which one of those is going to win out. 146 00:09:14,100 --> 00:09:17,700 So if you if you look at the last three years after the 147 00:09:17,700 --> 00:09:21,300 Facebook I was going to say downfall but there is no 148 00:09:21,300 --> 00:09:22,700 downfall. It's still out of it. 149 00:09:22,700 --> 00:09:24,600 Yes. Up, and that's the that's the 150 00:09:24,600 --> 00:09:27,500 whole point. I mean it was a huge Hearing in 151 00:09:27,500 --> 00:09:30,000 the Senate. There was a huge controversy 152 00:09:30,000 --> 00:09:33,600 about can beat any league and the Lady Gaga that raised a 153 00:09:33,600 --> 00:09:36,800 bunch of questions about what Facebook is doing with our data 154 00:09:37,300 --> 00:09:42,300 and people didn't give a shit. Yeah people didn't care. 155 00:09:42,700 --> 00:09:45,200 They do they keep posting pictures of their kids and on 156 00:09:45,200 --> 00:09:50,800 Facebook and on Instagram and they don't care so At the end is 157 00:09:50,800 --> 00:09:54,100 going to come to I think it's going to come to how much are 158 00:09:54,100 --> 00:09:58,100 you willing to give away for what you're getting if that 159 00:09:58,100 --> 00:10:01,100 technology that you're offering me is going to make my life a 160 00:10:01,100 --> 00:10:03,700 lot easier. I'm willing to give you more of 161 00:10:03,700 --> 00:10:09,400 my data if and and returning privacy and we're training 162 00:10:09,400 --> 00:10:13,300 personal information into into a currency pretty much. 163 00:10:14,100 --> 00:10:16,500 Yeah, I think it's very similar to terms and conditions. 164 00:10:16,700 --> 00:10:19,500 Yeah, most people don't just simply you want to scroll down 165 00:10:19,500 --> 00:10:21,300 you want to get to what you're actually trying to open. 166 00:10:21,300 --> 00:10:24,800 So I think I think I've never read any terms and conditions 167 00:10:24,800 --> 00:10:28,300 and probably my first born belongs to someone else. 168 00:10:28,300 --> 00:10:31,800 Yeah. And on that same note Facebook 169 00:10:31,800 --> 00:10:34,500 Google Amazon know everything about me, but I don't really 170 00:10:34,500 --> 00:10:37,300 care as long as my package comes within the first two days. 171 00:10:37,300 --> 00:10:39,400 Yeah, exactly. Give me what I want. 172 00:10:39,700 --> 00:10:42,300 That's also the best part because it because yeah, and if 173 00:10:42,300 --> 00:10:44,800 you look at it from an advertising And point there's 174 00:10:44,800 --> 00:10:49,700 always a good thing about getting ads that are customized 175 00:10:49,700 --> 00:10:54,500 for you whether that information is a little bit in my 176 00:10:54,500 --> 00:10:57,300 perspective from my perspective is a little bit outdated in the 177 00:10:57,300 --> 00:10:59,200 sense that whenever I get those served. 178 00:10:59,200 --> 00:11:01,300 I probably have already solved the problem. 179 00:11:01,900 --> 00:11:06,300 I'm not always looking for that kind of product or by the time I 180 00:11:06,300 --> 00:11:08,700 get those hats. I'm already I had already made 181 00:11:08,700 --> 00:11:13,200 my decision, but I think being able to get or to offer 182 00:11:13,200 --> 00:11:15,800 consumers. Yes, and more relevant and 183 00:11:15,800 --> 00:11:20,700 appropriate advertising makes a lot of sense for the amount of 184 00:11:20,700 --> 00:11:25,200 information that we're dicers get which is bulk. 185 00:11:25,500 --> 00:11:29,100 Well, we know that another speaking of Designing adds to 186 00:11:29,100 --> 00:11:31,100 better serve what people actually want, you know that 187 00:11:31,100 --> 00:11:33,900 design in general was a huge topic this year at South by 188 00:11:33,900 --> 00:11:36,800 Southwest. So, where do you see the future 189 00:11:36,800 --> 00:11:39,000 of design going? What's what were people talking 190 00:11:39,000 --> 00:11:44,300 about Itself by? I think we're designing General 191 00:11:44,300 --> 00:11:51,800 is moving towards. Towards creating experiences and 192 00:11:51,800 --> 00:11:58,000 towards designing to make people feel a certain way before 193 00:11:58,500 --> 00:12:03,300 whereas before we were designing to make people use the things in 194 00:12:03,300 --> 00:12:06,300 the way that they were supposed to be used and make them pretty 195 00:12:06,300 --> 00:12:10,400 and I'm perfectly visit abusable. 196 00:12:10,800 --> 00:12:15,800 Now, we're designing products products and services that they 197 00:12:15,800 --> 00:12:18,600 both have a cause behind they have a solution. 198 00:12:18,800 --> 00:12:22,300 In to provide but they go beyond that and offer you an 199 00:12:22,300 --> 00:12:25,200 experience. So it's not just about the 200 00:12:25,200 --> 00:12:28,100 physical product that you get it's more about the whole 201 00:12:28,100 --> 00:12:30,600 experience that you get with the brand that offers a product and 202 00:12:30,600 --> 00:12:34,100 I think taking into consideration of the all of 203 00:12:34,100 --> 00:12:35,800 these things that we've talked about. 204 00:12:35,800 --> 00:12:39,600 There was a very interesting talk about usability and of 205 00:12:39,600 --> 00:12:44,900 usability and how one when we were designing a new technology 206 00:12:44,900 --> 00:12:47,500 or when we're Towing around with a new technology. 207 00:12:47,500 --> 00:12:51,600 We're also taking into account the possible consequences of 208 00:12:52,000 --> 00:12:56,400 what this technology can be used for and I think that's also 209 00:12:56,400 --> 00:12:59,500 something that scares a lot of people if you look at Black 210 00:12:59,500 --> 00:13:03,900 Mirror, for example, that that's a perfect example of taking 211 00:13:03,900 --> 00:13:07,500 these technologies that you have available today social media and 212 00:13:07,500 --> 00:13:10,000 that episode I think is the first episode of the third 213 00:13:10,000 --> 00:13:15,000 season where you have a social Value and every interaction gets 214 00:13:15,500 --> 00:13:19,300 reviewed and and that's a scary sticky here. 215 00:13:19,400 --> 00:13:22,700 It's a spooky but if that that kind of thing or it exists in 216 00:13:22,700 --> 00:13:26,200 China, they're controlling how much you can move and how much 217 00:13:26,200 --> 00:13:31,200 you can travel around China and in an in and outside China based 218 00:13:31,200 --> 00:13:34,900 on your traffic fines. If you have any debts if you 219 00:13:34,900 --> 00:13:41,700 have any thing any problem with the so it's a still scary and I 220 00:13:41,708 --> 00:13:49,200 think that Designing to keep in mind those things and also at 221 00:13:49,200 --> 00:13:53,200 the same time designing to make people feel things rather than 222 00:13:53,200 --> 00:13:56,700 just use them. It's where we're heading. 223 00:13:57,100 --> 00:13:59,800 Are there any brands that you think are doing that well or 224 00:13:59,800 --> 00:14:04,100 re-planning that right now? Or maybe we're all failing. 225 00:14:04,100 --> 00:14:06,500 Who knows? I think no, I think there are 226 00:14:06,500 --> 00:14:09,300 brands that cuz one of the things that I've done also 227 00:14:09,700 --> 00:14:14,800 struck a chord on me at South by this year was this idea that 228 00:14:14,800 --> 00:14:18,600 people are leaning more towards brands that have a cause behind 229 00:14:19,100 --> 00:14:24,100 and that support something that I feel strongly about. 230 00:14:24,700 --> 00:14:29,300 So putting those two those two things together putting a great 231 00:14:29,300 --> 00:14:33,700 product really well designed that makes and Tie it to a cause 232 00:14:33,700 --> 00:14:36,000 that makes sense with the product and the vision of the 233 00:14:36,000 --> 00:14:41,000 company that makes a great environment for the for the 234 00:14:41,000 --> 00:14:45,100 brand and I think Brands like Patagonia are doing stuff like 235 00:14:45,100 --> 00:14:50,900 that Yeti has an amazing product and it's also very vocal about 236 00:14:51,700 --> 00:14:55,500 their defense of public spaces and national parks and 237 00:14:56,000 --> 00:14:59,000 especially Patagonian this case but more and more Brands if you 238 00:14:59,000 --> 00:15:02,700 look at Toms, for example Thompson was born with that. 239 00:15:02,800 --> 00:15:05,900 The idea of having a social purpose behind it. 240 00:15:05,900 --> 00:15:10,200 And I think that enhances not only yes, you can have a really 241 00:15:10,200 --> 00:15:14,800 good product. But you have to have that social 242 00:15:14,800 --> 00:15:23,600 that cause part that allows me to feel more more feel closer to 243 00:15:23,600 --> 00:15:26,600 your to your brand. And did you see any rent 244 00:15:26,600 --> 00:15:29,600 specifically at South by vocalize that like they were 245 00:15:29,600 --> 00:15:32,200 really trying to show either this is our new message or we've 246 00:15:32,200 --> 00:15:35,000 always had These are causes that we really care about because I 247 00:15:35,000 --> 00:15:37,400 feel that's a hub right there. But just so many people that 248 00:15:37,400 --> 00:15:39,900 they could impact. Was there anyone that you notice 249 00:15:39,900 --> 00:15:42,000 I was like wow, they're really kind of be a big player here. 250 00:15:46,800 --> 00:15:51,200 There was there were a couple of there were couple of talks about 251 00:15:51,200 --> 00:15:57,000 that can't remember exactly because I didn't attend them but 252 00:15:57,100 --> 00:16:00,500 there was there was a bunch of companies there that were 253 00:16:00,900 --> 00:16:04,300 waiting in all of those installations that are around 254 00:16:04,300 --> 00:16:06,900 Austin doing those days. There was a bunch of companies 255 00:16:06,900 --> 00:16:10,600 that were making sure that their social responsibility was coming 256 00:16:10,600 --> 00:16:16,800 out and their causes the causes that they defend they Doubt were 257 00:16:16,800 --> 00:16:20,300 visible. I think Lululemon had something 258 00:16:20,800 --> 00:16:26,800 on that but I can't remember. But yeah, there was there was 259 00:16:26,800 --> 00:16:31,300 there were some brands that were there with those messages but I 260 00:16:31,308 --> 00:16:33,900 think it was more other people mentioning those brats are the 261 00:16:33,908 --> 00:16:37,100 things that those retirement are doing rather than those Brands 262 00:16:37,100 --> 00:16:39,800 themselves, which I really appreciate it because it's 263 00:16:39,800 --> 00:16:41,800 little bit of a humble. Yeah, we're not talking. 264 00:16:41,800 --> 00:16:44,700 We're not here to talk about ourselves all their stuff about 265 00:16:44,700 --> 00:16:46,900 ourselves. Down to earth with a real 266 00:16:46,900 --> 00:16:48,700 genuine. I do find it really funny though 267 00:16:48,700 --> 00:16:51,800 because the whole point of advertising initially is to make 268 00:16:51,800 --> 00:16:55,800 people feel some kind of way about your brand but now we live 269 00:16:55,800 --> 00:16:58,000 in this world where we don't really care about your brand 270 00:16:58,000 --> 00:17:02,600 unless you're actually helping X Y and Z groups X y&z people as 271 00:17:02,600 --> 00:17:06,300 long as your brand is also tying back to something I actually 272 00:17:06,300 --> 00:17:08,500 care about then maybe I'll care about your brand. 273 00:17:08,500 --> 00:17:12,300 It's like a whole shift of just advertising in general because I 274 00:17:12,300 --> 00:17:16,599 don't actually care about anyone brand unless I can connect with 275 00:17:16,599 --> 00:17:19,599 them on something we both have in common and I think we as 276 00:17:19,599 --> 00:17:23,599 consumers were we've gotten a lot more a lot savvier in the 277 00:17:23,599 --> 00:17:25,800 sense that we can identify the bullshit. 278 00:17:25,900 --> 00:17:30,900 Yeah from afar and the fact that companies are taking stands in 279 00:17:30,900 --> 00:17:36,000 certain issues that are relevant for their product or service. 280 00:17:36,400 --> 00:17:39,700 I think it's a good thing and I think it helps them with the 281 00:17:39,700 --> 00:17:43,900 storytelling and I and that's another another really 282 00:17:43,900 --> 00:17:48,000 interesting thing. That I got a buzz word that I 283 00:17:48,000 --> 00:17:53,600 heard a lot at South by. It's it's this idea that yes, 284 00:17:53,600 --> 00:17:56,800 you can have a great technology. You can have a great product. 285 00:17:57,200 --> 00:18:00,300 But if there's no story behind it if there's no human 286 00:18:00,300 --> 00:18:05,300 connection if there is no cause you got nothing, but see that's 287 00:18:05,300 --> 00:18:08,700 where I say that we're in a very weird place now because it feels 288 00:18:08,700 --> 00:18:12,100 like if everything's going to be tailored and custom to each 289 00:18:12,100 --> 00:18:14,200 consumer and it's going to be different. 290 00:18:14,300 --> 00:18:15,500 I feel like brands are going to get lost. 291 00:18:15,600 --> 00:18:18,400 Been a moment where instead of having one core messaging 292 00:18:18,400 --> 00:18:21,700 strategy, you're going to have too many maybe and since its 293 00:18:21,700 --> 00:18:23,300 customizable. Maybe you're making different 294 00:18:23,300 --> 00:18:27,200 people feel a different way. So how can Brands really make 295 00:18:27,200 --> 00:18:30,700 sure that even though they're trying to get these messages 296 00:18:31,100 --> 00:18:32,900 across the different types of people. 297 00:18:33,100 --> 00:18:34,700 How do they make sure it's consistent? 298 00:18:36,700 --> 00:18:40,900 That's a that's that's a tough thing to do, especially when it 299 00:18:40,900 --> 00:18:46,700 comes to telling yourself to causes or things that are 300 00:18:46,700 --> 00:18:49,400 important for people because those things change with time 301 00:18:49,800 --> 00:18:54,500 but I think we've seen Brands change and evolve through time 302 00:18:54,900 --> 00:19:01,300 and at the end in in advertising what we're trying to do is stay 303 00:19:01,700 --> 00:19:05,100 we're trying to stay up to date in what two people is talking 304 00:19:05,100 --> 00:19:08,700 about in what people is interested about and I think at 305 00:19:08,700 --> 00:19:13,200 some point brands have gotten really good at adapting their 306 00:19:13,200 --> 00:19:18,100 message to the times So yes, there's going to be a moment 307 00:19:18,100 --> 00:19:21,300 where you're going to get a different message from Metro by 308 00:19:21,300 --> 00:19:25,200 T-Mobile than Emily and Emily is going to get a different message 309 00:19:25,200 --> 00:19:28,400 because whatever mental vitamins telling Emily or upsetting you 310 00:19:28,400 --> 00:19:31,600 it's important for you or Emily in a different way, which is 311 00:19:31,600 --> 00:19:34,000 something that the detail environment allows you to do. 312 00:19:34,500 --> 00:19:39,500 So going back to my full full circle here you have we have we 313 00:19:39,500 --> 00:19:42,600 have Brad and as advertisers have the opportunity to serve 314 00:19:42,600 --> 00:19:45,000 customized messages to certain people. 315 00:19:45,500 --> 00:19:49,000 Based on what they really want that we need your data for that 316 00:19:50,300 --> 00:19:53,200 beautiful full circle moment. This has been so great to talk 317 00:19:53,200 --> 00:19:55,700 to you it is time for us to wrap up. 318 00:19:55,700 --> 00:19:58,100 But before we do do you want to tell the people where they can 319 00:19:58,100 --> 00:20:02,200 find you online on all the platforms so you can find me on 320 00:20:02,200 --> 00:20:12,000 Twitter at Tapper where he ubber wher e and on Instagram the same 321 00:20:12,000 --> 00:20:16,100 Tupperware, but with a underscore I mean both sides. 322 00:20:16,100 --> 00:20:20,000 So I underscore Tupperware underscore I got hacked and I 323 00:20:20,008 --> 00:20:22,200 had those Hunters course. Oh, wow. 324 00:20:22,300 --> 00:20:27,000 Well, my account was stolen was your privacy breach. 325 00:20:27,100 --> 00:20:29,400 No. No, they started posting picture 326 00:20:29,400 --> 00:20:32,600 pictures of a girl and I'm like, what is this? 327 00:20:32,600 --> 00:20:34,500 And I told the girl. Hey, somebody's stealing your 328 00:20:34,500 --> 00:20:37,700 pictures and posting them in the account that I had a deleted 329 00:20:37,700 --> 00:20:42,100 everything from my account. So I had to start over years and 330 00:20:42,100 --> 00:20:47,300 years of curating beautiful in Macomb probably agree to it when 331 00:20:47,300 --> 00:20:49,400 you were agreeing to one of those terms and conditions. 332 00:20:49,500 --> 00:20:52,900 Yeah, you probably gave that guy really knows my bad. 333 00:20:53,800 --> 00:20:55,300 But thank you so much for coming week. 334 00:20:55,300 --> 00:20:57,500 Totally really appreciate having the time with you. 335 00:20:58,300 --> 00:20:59,700 Thank you. Thank you for having me. 336 00:20:59,700 --> 00:21:01,400 It's been a pleasure. I'll see you around. 337 00:21:01,400 --> 00:21:03,600 All right, thanks for tuning in today. 338 00:21:03,800 --> 00:21:06,500 We really appreciate your time. And we really appreciate you 339 00:21:06,500 --> 00:21:08,600 listening in on our chat with Victor. 340 00:21:08,800 --> 00:21:11,400 I'm Emily Puig digital strategist Richmond Claremont 341 00:21:11,600 --> 00:21:14,200 and I'm out bro Polacco brand manager here at Richard's Lerma. 342 00:21:14,600 --> 00:21:18,400 This is Ben episode 5 of loud and clear you can subscribe 343 00:21:18,400 --> 00:21:21,300 wherever you find your podcast keep an eye on your feed for 344 00:21:21,300 --> 00:21:23,000 more interviews coming very soon.