Ahead of the marcus evans Latin CMO Summit 2019, Ana Laura Solis discusses what CMOs can do when traditional advertising does not work with younger audiences

1. Interview with: Ana Laura Solis,
Founder, Story: We Produce
“Traditional advertising does not work
with the younger generation anymore,”
according to Ana Laura Solis, Founder,
Story: We Produce. “Younger
audiences do not watch advertising like
before. They do not want to be told
what to buy. They want to feel that
brands can listen, understand and
empathize with them. However, many
brands in Latin America continue to be
very traditional in their approach,” she
explains.
Story: We Produce is a production
company at the marcus evans Latin
CMO Summit 2019, taking place in
Panama City, Panama, October 28-29.
Why does traditional advertising
not work with younger audiences?
What formats do work?
Young people want brands to speak with
them on a more personal level. They
want to feel identified, to see people
who look like them. They do not watch
adverts on TV like their parents used to.
They use platforms like Instagram,
YouTube or Netflix. They want to hold
their phone up and watch a story that
feels real. Adverts in a vertical format
make brands feel more approachable.
We are seeing more of that format and
storytelling content, but not all brands
are daring to try it.
Culturally, Latin America is quite
traditional, but companies will have to
change their approach sooner or later.
TV does not work with young audiences.
How can CMOs create a good story?
Where do they begin?
In my experience, our most popular
campaigns have all started with a brief
from the brand about their specific
needs, after which we do our research.
For the Levi’s advert, we found a young
woman who was doing something very
different in the Mexican fashion
industry. One of our female directors
created a short film to portray her,
showing that in Mexico, for many years,
beauty had been considered as
someone with blonde hair and blue
eyes, when ethnically Mexican people
are darker. This girl was going out in
the streets and finding people she
considered as beautiful, girls who had
never thought they had a chance with
modelling suddenly had the opportunity.
It was a very powerful message and
people identified with it.
What trends should CMOs prepare
for?
We all try to identify the next big trend
and find ways to stay ahead of others,
but trends are constantly changing. So
we must keep our eyes and ears open,
and be flexible to evolve and innovate.
There is a trend towards brands and
production companies working together
directly, without advertising agencies in
the middle. That allows us to get closer
to CMOs and discuss their brand’s needs
in more detail.
You are passionate about empower-
ing women. With women making up
half the population, can brands
benefit from having women
directing their brand story?
Yes, it makes sense to have more
women directing adverts as they can
empathize with the female audience.
This is a necessity rather than a trend.
The goal should be to have as many
women as men in the business, to give
them a voice and help them grow. We
keep many female directors, producers
and photographers on our roster.
Women can direct car commercials just
as well as they can direct beauty
product commercials.
Young people
want brands
to speak
with them
on a more
personal
level
Going Beyond Traditional Advertising
in Latin America Today

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About Story: We Produce
Story is a family-run company based in Spain, Mexico, and Portugal, with a broad portfolio of internationally-recognized talent. For
close to two decades, we’ve built a strong team that collaborates as one solid unit on a global scale. We help bring together a
broad selection of creative professionals dedicated to production across all platforms and formats.
We produce creatively to tell beautiful stories.
We love action and we love to solve problems.
We are team players and make sure the quality of our work keeps evolving.
We turn ideas into reality. We produce.
www.storyweproduce.com
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To view the web version of this interview, please click here:
https://events.marcusevans-events.com/latincmo2019-ana-laura-solis
About the Latin CMO Summit 2019
The Latin CMO Summit is the premium forum bringing elite buyers and sellers
together. The Summit offers solution providers and marketing executives
responsible for Latin America an intimate environment for a focused discussion of
key new drivers shaping the marketing industry in Latin America. Taking place at
Santa Maria Panama, Panama City, Panama, October 28-29, the Summit includes
presentations on postdigital era challenges, how to maintain relevant in times of
constant change, improving use of analytics and big data, and new brand value
creation ideas.
http://latincmo.marcusevans-summits.com