Michael Sotelo, from almaDDB, emphasizes the importance of unconventional tools in advertising. He highlights how his children, Sofia and Franco, influence his understanding of current trends and consumer expectations. Their candid feedback serves as an unfiltered focus group, pushing him to think beyond traditional advertising norms. This dynamic relationship not only inspires his creative process but also instills a sense of social responsibility in brand advertising, accentuating the necessity for brands to engage authentically with the modern consumer landscape.
Conversations with Sofia and Franco are enlightening. They're brutally honest... Their candid feedback on brands and ads is like having access to the world's most unfiltered focus group.
Brands need to take a stand, or they'll find themselves standing alone.
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