We sat down to chat with Festival of Media Latam judge Pablo Alfredo Rada, Media Director, Heineken about the biggest challenge facing media now and how media has changed over the last 12 months.
Pablo is one of a number of key client jurors who will be presiding over the campaigns entered into this year’s awards programme.
What do you see as the biggest opportunity for media over the next 12 months?
It is not a surprise to say that the biggest opportunity is about the good usage of AI. Let me stress the importance of the word ‘good’ here. As any tool, it could be used for good (creating value by maximising the power of data in crafting high quality communication) or for bad (a cheap way to create billions of low-quality noise reinforcing all issues our industry already has and ends in annoying audiences). The choice is in our hands, every day, in every small decision!
How has the role of media evolved in shaping consumer behaviour in recent years?
Media is becoming increasingly important in terms of crafting rewarding experiences for the audiences in an increasingly complex landscape. To navigate in the direction of further integration of touchpoints, driven by the final aim of creating high value exchanges for people it is still critical. The advertising industry should embrace as a non-negotiable the maximization of the power of new technology to move away from a non-value hyper cluttered state to a more curated value driven offering to the audiences.
There is still time to enter the awards. For more information or help you can use our unique tool to help craft submissions, select the right categories and answer any questions via its 24/7 concierge system. For further help please contact Liam Wilson on liam.wilson@festivalofmedia.com
