The great evils of the creative industry

Sitges Next takes place on November 10 and 11 in Sitges. With the aim of discussing communication trends with industry experts. Sitges Next 2022 presents a series of presentations. Offering new lights for the creative industry. The meeting aims to promote innovation in the communication of brands, agencies and creators. On Thursday morning, Agustín Soriano from McCann , Germán Silva from PINK and María López-Chicheri from Sioux meet Cyranos talk about the challenges facing the creative industry and how to turn this reality around.

The only way is the hard way Agustín Soriano de McCann

The creative industry is in crisis. Agustín Soriano, CSO of McCann category email list Worldgroup , takes advantage of his intervention at the Sitges Next meeting to reflect on the creative profession and its future. The professional highlights Cookies and rationality as two of the “great evils” of the creative industry. For Soriano cookies are “the epicenter of evil” and a damage to the creative discipline. Since they have caused brands to abuse their ability to pursue users through the Internet. Generating “an infernal combo of inedible messages” and more concern for the channel than the message.

Without shame Germán Silva from PINK

For his part, Germán Silva from PINK DJ USA highlights in his Sitges Next presentation five major projects of his career that have been a failure and “the other side of the coin.” The examples highlight the failures of campaigns for the centenary of Lancia Ypsilon in Italy. Campaigns for brands such as Bacardi or Verti. In addition. It presents success stories carried out by PINK. Which have managed to create value for brands such as Chicco. Control or FAD . The latter with the “Por no Porno” campaign achieved with a budget of 0 euros. For the first time at Sitges Next. Silva presented PINK’s new project, for the Le Tribute brand. A piece that highlights the importance of human nature. Invites “not to confuse digitalization with innovation” and will premiere this November.

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