The traditional advertising industry and established brands are approaching a “tipping point”, says Havas Group Chief Insights and Analytics Officer and Havas X Chief Executive Maria Garrido.
She says: ”Advertising and content are coming closer together because the advertising industry is very much in need of finding new ways of engaging people with non-traditional types of content that brings stories and experiences and platforms to people’s lives.”
Garrido suggests the solution lies in partnering with organisations in the entertainment industry “because they do this for a living.”
She says that some advertising struggles to engage people.
She says: ”[The entertainment industry] develop the experiences, the stories and the platforms that connect emotionally with human beings. So bringing that expertise into the advertising world is the best way forward for brands to continue to engage with the long term for their consumers.”