Where is Dentsu Media at?
The year is going to be a good year, somewhat better than 2021, with slight growth, not in volume, but in share.
The market is complicated.
We come from a long pandemic and we find ourselves with a war that we did not expect either, with the consequent inflation that affects our market. But I am an optimist by nature and I look favorably on 2023.
The situation presented seems more conducive to pessimists.
Being optimistic is profitable. We are going through complex years, but I trust that the next ones will be more rewarding. There is a significant amount of savings, desire to have fun...
He was talking about the growth of Dentsu Media.
The first semester has been fabulous. We have increased our capacity to generate new business, with a figure of more than 80 million euros. We have also activated relevant content projects. In a market that is organically decreasing, either you generate new business or you promote new projects.
Will advertisers not invest more?
Now they invest the same or less. The market contracts. New players appear, so there is the same money, or less, to distribute among more actors.
Lucky you are optimistic.
Our bet is consistent over time. To be leaders we need more talent and capabilities. At a time when companies are looking to reduce costs, we provoke investment. You have to be brave, plan for the long term and not just look at the day to day.
How has the group changed in recent years?
We advance in the multidisciplinary integration and the hybridization of media with creativity and data.
The concept of 'media agency' seems to be outdated.
We are already a communication agency. We work creativity, innovation, data, reputation. And I go one step further: we are an audience agency.
explain yourself
The consumer is very changeable. It is in the media and many other places. We must better understand the audiences and their relationship with the brands, understand them better. Find them, adapt the language and registers, and impact them.
Where are the media?
The context is complex, I ask you for optimism and to make courageous decisions to also invest in talent and capabilities.
Dentsu Media made a very clear commitment to Barcelona.
The results support us. Barcelona and Catalonia have a huge route. In a context of cutbacks, many groups have abandoned this square, while Dentsu accelerates. The incorporation of Marta Coll and the leadership of Roger Sendra and Eduard Amiel are a reflection of our consistent commitment.
After the pandemic, you have relied on labor flexibility.
To be competitive you have to be flexible. It has been shown that teleworking does not imply lower performance. We have learned that flexibility works, and that young people cannot conceive of a work environment without that flexibility.
Do you recommend taking that path?
In the past, the mistake has been made of betting on little flexibility. Now, we have confirmed that it is the correct path. The current moment demands risk, and our industry in general is low risk.
If you ask agencies for risk, what would you ask advertisers for?
The same: daring, but not in the abstract, but a greater involvement of management in communication issues.
Sounds like vindication.
Advertisers are also experiencing a difficult time. Communication is essential, and I do believe it is necessary for company management to pay more attention to communication.
Where does Dentsu Media focus in the medium-long term?
In maintaining our principles of identity. And not just Dentsu, all the players in the sector must do it. We work by and for the advertiser. Advance in integration, with a firm commitment to creativity, data and content.
El branded content.
The world of content is consolidating, and in an environment in which there is an absolutely wide and varied offer, content allows the audience to choose better. They are becoming more and more relevant.
How should advertising be?
Seductive, credible, positive and optimistic. We compete with a lot of noise, and optimistic messages add a lot of value.
It is a social goal.
Society needs optimism. We can make this world a better place.
With young people the challenge is enormous.
We must be generous with them, help them, dedicate more time to them, train them better. They are the future and getting together with them would help us learn more and be better.
