Blog dedicated to the passion for creative strategic thinking, consumer insights, collaboration, and product innovation...
how great marketing can become a significant contributor to growth
This week, I've scheduled time to spend with my team in our Innovation Center. I've always been a believer that the work environment can and should be designed to stimulate all the good things that make us more productive. Smart architecture promotes collaborative thinking, fosters creativity, creates a more positive environment for people to spend time together. It's a simple concept and yet, so many offices are just so uninspiring.
Well, here's where I'll be for a few days this week....
One thing that I'm quickly learning is that, when it comes to financial services, simplicity is definitely the way to go. BBVAhas a convenient and intuitive service available here in Spain called "Efectivo Móvil" (Mobile Cash), which allows you to send someone money through an SMS message. Then, the person goes to an ATM, punches in their mobile number and the code they received in the message. Done.
This past Mother's Day, I was in Madrid and my daughter are still finishing up this semester in São Paulo before relocating. It would have been great if I had this type of service available through my Brazilian bank account. They would have surprised their Mom with something special.
Mobile devices are redefining everthing around us, one app at a time...
Friday night, I went to the amazing Santiago Bernabéu Stadium to watch Spain's Copa del Rey final match: Real Madrid against Atlético de Madrid. For a soccer fan, an unforgettable moment. The organizers created a mobile app that allowed access to live streaming for those inside the venue. So, I was able to watch replays on my iPhone, something that I've always wanted to do. Best of both worlds, the energy of a live match with the ability to see in details those moments that matter most.
A lot is being said about mobile acting as a second screen to enhance the TV experience. Here, we have mobile enhancing the live sports experience. Cool.
I saw this billboard in downtown Madrid yesterday. Yes, youth sells but there's way more to demographics than the twenty-something crowd. It's encouraging to see a brand targeting baby boomers in a way that is not stereotypical florida-country-club-retirement. In this case, Ray-Ban's billboard shows what looks like a group of guys in their 50's (or maybe even 60's) going to play a gig somewhere.
In a world where there's a growing segment of the population that is learning to live longer, healthier and way more active than previous generations, it's great to see brands that are showing new perspectives on reaching and connecting with this cohort. Fascinating implications for categories as broad as travel, fashion, sports cars or financial services. This is especially important for a brand with tremendous heritage that seems to continuously stay relevant over time. Not easy to do.
I've always believed that, for all of us who have an appreciation of how technology is helping us to become a truly global community, it's only natural that, fom time to time, we feel the need to live different experiences. To step outside of the sandbox we end up creating for ourselves. I guess my desire for change operates more or less on a four to five year cycle.
So, after six years in São Paulo, I've decided to accept an exciting offer from BBVA - one of the World's leading financial groups - to lead their Marketing / Advertising / Sponsorship teams, based in Madrid. A complete professional change from years in consumer marketing working on fantastic brands like Pepsi, 7Up, Doritos, Quaker, Oreo... to financial services, which is becoming more tech than ever.
In fact, the digital/mobile revolution that is taking place in the world of banking is one of the reasons I'm so enthusiastic with my challenge ahead. BBVA has been aggressively investing in new technology platforms for decades with the vision of making it easier for people to build the future they want for themselves. Take a look at their awesome innovation center here in Madrid.
Other reasons for my excitement are the amazing sports marketing assets the group has, like the LigaBBVA - title sponsor of the world's best soccer league, as well as, BBVA - official bank of the NBA.
However, a big life-changing decision shouldn't only be about career. Relocating to a new country also adds a fascinating new perspective on everyday life. That's why I'm thrilled that we're moving to Spain. So far, my life has gravitated between Brazil, Latin America and the United States, a cultural blend that has made me into who I am. Now, my Family and I look forward to writing new stories, exploring new paths.
