UM CEO Daryl Lee: “People need reasons to focus on brands rather than football or the Kardashians.”
UM Global CEO highlights that platforms are developing new social behaviors and brands will be a part of this. He also says that mobile video and mobile e-commerce represent a key opportunity for LatAm.
Daryl Lee is the global CEO of Universal McCann (UM), a global media agency focused on creativity and curiosity. During his visit to Chile, Daryl spoke to PULSO about the new trends in adland, and how brands need to learn about storytelling to remain top-of mind with the audience.
How do you evaluate the ad market with so many changes in technology?
There’s a big change, not only in terms of technology, but also in terms of platforms. In the past we used to have mass media, but now we also have these communications platforms, and although the things we can do now with content and brands are much broader in scope, plus we also have an attention problem.
What exactly is the problem?
Because you have a plethora of possibilities, the effort and focus required from brands to lure your attention is bigger. At UM we see media as moments. As there are unlimited choices across these platforms, where you can build your own content or avoid brands, the way to bring people closer to brands is by creating these moments or stories at a particular moment and place, on a platform where a person creates something which makes it memorable. This technological revolution has come to stay and we must accept it. Human beings still need some reasons to focus on a brand, rather than a football story or the Kardashians. We shouldn’t just deliver messages through the media, but create real moments.
What moments have reflected this?
We’ve developed great moments. For example, for Clean & Clear we could advertise, but teenagers won’t pay any attention to the ads or won’t be necessarily watching TV. Therefore, we developed video content which was recorded by music video directors and focused on a style which teenagers feel engaged with. The story showed adolescents talking about their real identity, about who they really are, whether they’re singers or care about fashion or science. Now we have approximately 100 videos in this series. That’s how we create moments in which a person sees another person sharing his or her story and can contribute with their own stories. We’ve also done another thing for BMW in the States. We developed a brand documentary for the Olympics and it was aired on TV. Moments can be small or big, but what really matters is to tell an interesting story.