In an age of information overload, pressure for immediate results, and constantly-evolving technologies, brands face one of their biggest challenges… staying relevant.
During a conversation with Tomilli, Papón Ricciarelli, DON founder and the current leader of DON by Havas, shared his vision on brand building, creativity, leadership and the role that human skills continue to play in an industry that is becoming increasingly technological.
How do you build a relevant and sustainable brand in an era dominated by metrics and immediate results?
Ricciarelli believes relevance no longer depends solely on the ability to generate conversions or short-term results. In an era marked by data deluge and the attention economy, he believes that brands must build something deeper than transactional messages. As he explains: “Narrative becomes the new standard for building a brand in the short and medium term.”
What do brands expect from agencies today?
Rather than choosing between quick results and brand building, Ricciarelli believes that agencies should be able to navigate both worlds at the same time.
Ricciarelli uses the metaphor of a sailboat navigating through storms. The strong winds represent the economic situations, technological changes, wars, crises, and sensory overloads that impact brands. Agencies need to combine technology, information, and human analytical capabilities to correctly interpret reality and help brands make better decisions. Therefore, he argues that, “technology allows us to measure and obtain information, but good decisions are still made by people.”
Which sectors are demanding the most interesting and innovative conversations for agencies today?
Ricciarelli highlights sectors linked to technology, fintech and mobile experience as those that drive the most innovative conversations within the industry. As he explains, these brands have a particular advantage: they are part of people’s daily lives and maintain a constant connection with consumers.
However, he says the most interesting challenges for agencies appear in categories that do not have such a permanent presence in consumers’ lives. “The most challenging are those [brands] … who do not have continuity or habituality.”
Today, brands have to justify return on investment in almost real time. How does this affect creativity and innovation? Does this lead to brands being more conservative?
“Not conservative, daring.” Ricciarelli, believes that conservative ideas can be even more dangerous than taking risks. In his vision, creativity is not about irresponsibility, but boldness. That is, the ability to interpret reality and make decisions that others would not dare to make.
“If you’re conservative, you’re going to have predictable results,” he explains.
How do you build memorable brands in times of Artificial Intelligence and what human skills do you think will become more valuable in an industry where technology and AI are becoming more prevalent?
While acknowledging the enormous industry impact of AI technology and tools, Ricciarelli believes that the difference continues to lie in human ability to interpret people. “It is not about what I have to say, but about what the other is willing to hear,” he says.
For the Argentine creative, the most successful brands will be those that are able to read the times, understand the social context, and adapt their messages to people’s real needs. Beyond data and research, Ricciarelli defends the value of human sensitivity to understanding behaviors, emotions and cultural shifts. He argues that skills such as listening, adapting and putting oneself in another’s shoes will continue to be decisive for those working in communication, marketing and creativity.
In this sense, Ricciarelli says empathy continues to be one of the main human advantages over machines, especially in an environment where technology is advancing rapidly.
As a final reflection: human value in times of change
Beyond technology, artificial intelligence, and the speed with which the industry is evolving, Ricciarelli insists that the real differential lies in the human factor. For him, skills such as listening, interpreting contexts, adapting, and putting yourself in the place of others will continue to be fundamental both for brand building and for leading teams. Likewise, Ricciarelli highlights the importance of recognizing the individual strengths of each professional and creating environments where they can grow, understanding that not everyone contributes in the same way.
Tomilli selects what really generates impact.