Creators must stop relying on gut feelings and instead focus on data, according to PHD Sweden’s Giselle Almonacid, who has worked in the advertising industry since 1992 – from Sao Paulo and Paris to London and Stockholm.
“Media agencies deserve more space in the process – and that’s exactly what I’m working for now.”
Giselle Almonacid , marketing and communications manager for PHD Sweden, has lived and worked in Sweden for 15 years, in advertising agencies, media agencies and marketing departments.
Almonacid feels creative agencies are taking up a little too much space in the communication world, space that should, in parts, be taken up by media agencies.
“When I have worked on the creative side, we tended to live in a bubble, where that gut feeling was king and data was almost completely ignored. There was a willingness from me to tell creators that the market has changed. I wanted to teach the creators about the power of data!” Almonacid explains.
“As William Shakespeare said, ‘Have more than you show, speak less than you know’. Media agencies are at least aware of their limitations. Advertising agencies, on the other hand, often do not understand their lack of knowledge, especially in the media. With AI and data, you can get perfect statistics on what people feel and what they’re talking about. Creativity should, of course, take place, but based on more than just magic.”
Almonacid now wants to work for an increased market balance – where the advertising industry takes data seriously, and gives media agencies greater confidence. It is also the reason she now works on the media side.
“The customer should go to media agencies first and get acquainted with data, insights and facts, and then start with the creative. One of my previous customers made decisions based on the views of a creative agency, and consequently has lost significant market share. In other words, it can be quite costly to start at the wrong end. But don’t misunderstand me: it is not about replacing the creative – which is at the core of everything – but the strategy should be based more on the extensive range of tools, insights and data we now have to use.”
Almonacid concludes: “Media agencies deserve more space in the process – and that’s exactly what I’m working for now.”