London, UK. Frederico Roberto (Executive Creative Director at Interweave) “Our purpose is to create user centric brand experiences in real time, for real people”. How do you achieve this? By literally placing people at the center of the experience. And I don’t mean physically only. I mean, all of who they are, their interests and past perceptions, their emotions and expectations, and knowledge of the wider context of the world. And then play with that. Through research, we can understand much of this. Through observation, see it with our eyes and experience it. And through technology you can increase…
Autor: Tomilli Team
Berna, Switzerland. Stefan Kern / Die Schweizerische Post. What has the creative agency process been like at an in-house? Generally speaking, there is a huge difference between creative processes at corporates and agencies. At bigger corporates, you often have to deal with steering committees and different boards. The more important it is that, at corporates, guidelines lead the way and prevent unnecessary discussions without too much narrowing the field for creative ideas. In contrast, the agencies’ job is to think outside the box. Are there many differences between the work of a creative agency and an advertiser’s ‘in- house’? The…
Melbourne, Australia. Simon Hakim (CEO at Hunter) “We help simplify, humanise & connect the next generation of consumer-facing brands for the modern world”. How can you simplify and connect without losing the essence of the message? In my opinion, most brand messaging is convoluted, generic and meaningless. Bigger brands are mostly guilty of this as they struggle to differentiate themselves in the modern world. To connect with your audience in an engaging and honest way… you need to speak with a genuinely human voice. Not a corporate, advertising or marketing tone. You also need to stand for something you absolutely…
Milan, Italy. At Tomilli.com we had the pleasure of connecting with Marta Nava, Creative Lead at Imille, Milan and this is what she told us: Why “Digital Heroes”? A hero, by definition, is someone capable of extraordinary actions and has a great power of will. While the “digital” can be their army: this revolution has disrupted the world, giving people new tools and the power to create new ideas, new scenery, new futures. Imille, as an agency, wants to be a hero with our services to brands, helping them realize their full potential, and, as a consequence, redesigning their new…