At some point, in the general Western region of the world, marketing & communication people had the luxury of focusing on creating beauty rather than on squeezing numbers out of advertising. Good, bad or grey, those times are reaching full termination. That's what Ilia Uvarov (Executive Creative Director & Head of UX, R/GA London) says, elaborating more on the challenge of playing Cupid between business strategies and valuable consumer experiences below.
Romania also went through this for a while. Wait, no, over here this has actually been going on since 2008 or so.
So, in that way, everything starts aligning. We have access to similar technologies, we have a globalized culture to approach in ads, we mostly work in much the same parameters, when speaking digitally.
So, in the name of relevance, let's hear what R/GA London is doing these days. In short, ultra-targeted, ultra- tailored real-time communications.
Ilia Uvarov has been with R/GA London since 2008, relocating from R/GA New York, where he started in 2004 as an Interaction Designer.
Varianta in limba romana a interviului, aici.
Brands have matured and become smarter about what they want. The focus has shifted towards delivering on KPIs versus creating something beautiful.
