We spoke with Cristian Jaramillo, Managing director, Drum Colombia who is a judge at this years LatAm Awards. Join us as he exclusively gives insight into the steps involved in integrating artificial intelligence. He also speaks on how the shrinking economy affects his day to day role.
Q: What do you think has helped the media work from Latin America become some of the best in the world?
The passion that people in the industry feel every day, the huge effort from holdings to be at the global avant-garde in data, technology, and innovation, and our clients’ bravery in recognizing the importance of finding the intersection between what the brands want to talk about and what the audience wants to hear.
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Q: What trends do you think are driving media in the region?
Rather than talking about traditional trends, I believe we are living in the era of intelligent mass marketing. This creates a scenario that forces the industry to advance three times faster than change, challenging the whole thinking of integration to think in terms of interdisciplinary fields, which makes us consider:
- Being able to go beyond purpose
- Technology being more than just a hype
- Being relevant in the culture
The above enables us to integrate artificial intelligence to create and execute ideas, ensuring that FOOH and DOOH are not just fads but tools to attract more consumers, and that branded content is not just a nice-to-have but a commitment to continually surprise and build long-lasting brand relationships.
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Q: What are the biggest challenges you currently face in your day-to-day role? What tools are currently having the biggest impact on your campaigns?
A shrinking economy – a market slowing down spending. Connecting the marketing needs with cultural opportunities to win the battle for attention, as consumers are increasingly apathetic towards advertising.
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Q: What can we expect from Latin American media campaigns over the next 12 months?
There are two types of campaigns:
For active brands: Integrated campaigns that connect data, strategy, innovation, technology, and technique to make a cultural impact on society.
For passive brands: Campaigns focused 100% on efficiency, without considering the impact on people’s attention.
