Em uma frase…
Como você define marketing eficaz?
Effective marketing moves people and once you do that, you move products and businesses – it’s as simple as that (achieving it is, of course, way more complicated).
Quais tendências de marketing estão te entusiasmando agora?
Today, the Metaverse trend is hugely exciting because it’s so far from being defined but at the same time, we are smack in the middle of another massive marketing trend driven by all things mobile and that’s where I’m seeing the most exciting developments across marketing right now; inside mobile games, inside social platforms, live commerce, using film, AR, sound, haptic and all means possible. It seems each day brings a new breakthrough.
Como a criatividade impulsiona a eficácia?
Creativity has a unique ability to get inside people, to get under our skin and to move us emotionally. As Nobel Prize-winning behavioural economist Daniel Kahneman and others observe, we humans are emotionally driven creatures. Since creativity is the key to unlocking emotion, it is the primary driver behind decisions and that drives effectiveness.
What’s your favourite effectiveness win from the last few months—personal or professional?
I love that we are constantly pushing into new spaces with our creative endeavours – with Quest for Dyslexia we hacked China’s most popular mobile game for kids, offering two similar Hanzi characters for in-game ‘quests’. Gamers’ responses enabled us to detect the likelihood of them having Dyslexia. And since games for kids in China have to be linked to parents’ accounts, we were able to alert parents of the probability. In the first month alone, we say over 1m ‘test’ and potentially diagnosed more than 25 thousand cases of Dyslexia. Something that simply couldn’t have been achieved or measured without mashing up our mobile, data and gaming expertise.
Como você espera que seja o marketing nos próximos cinco anos?
With governments and COP conferences failing citizens the world over, brands may well prove our last hope to address the climate issue. So, I am looking to see marketing evolve to a more powerful and meaningful form, to help shift the world away from the imbalance we find ourselves in.
Malcolm was on the Global Grand Jury for the 2022 Global Best of the Best Effie Awards. Leia mais recursos do In One Sentence.
