In one sentence, what is the best advice you can offer marketers today?
Ideally, marketing is related to building new needs, adding features to products, moving from functional to emotional benefits, and developing brands with purpose and other reasons to be preferred by consumers…and today, consumers are empowered by the knowledge in their hands thanks to technology – so my advice to marketers is to please stop selling smoke.
In one sentence, how do you define effective marketing?
Effective marketing gets results – tracked by ROI, business growth, and tons of data analysis and technology – but still has a subjective and only human element: the creativity that allows us to achieve these results.
Vicente Carrasco served on the Final Round jury for the 2019 Effie Awards Chile competition.
