AMDD President and good marketing practices

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Rodrigo Espinosa, president of AMDD, maintains his focus on strongly promoting good practices and sustainability as well as everything that marketing represents for the development of industries.

Similarly, the AMDD (Direct and Digital Marketing Association of Chile) brings together advertisers, advertising agencies and marketing services in an organization that ensures good practices in the national marketing industry.

It is a key place that has directly witnessed the changes brought about by 2020 and the struggles and lessons that will set trends in 2021.

In this interview, AMDD President Rodrigo Espinosa , who also serves as Deputy Marketing and Communications Manager at Banco BICE, evaluates the year in which he died.

But it also looks ahead to the future and looks at issues such as data protection , the skills that the agency industry will require, and the possible arrival of Google and Amazon in financial services .

Despite his current role, the president of AMDD says that australia whatsapp lead he has always believed in responsible and ethical marketing and communications. Do you want to know why?

Keep reading everything that Rodrigo Espinosa, president of AMDD, shared with us about the economy and confidence of national Marketing.

CHANGE OF VIEWS IN MARKETING AND IN LIFE
-What is AMDD's assessment for 2020?
-There are several aspects to it. First, it was a year marked by the concern to keep afloat several organizations that lived with the uncertainty of ' what will happen? ', and they had to take measures to navigate through the storm.

I appreciate all the lessons learned, including having moved to an online format for meetings, events and talks, thus reaching new audiences. We started generating content with partners and we did a cycle of webinars that will continue. All these lessons, as a result of the context, will be a trend in 2021.

There is also a commitment to content, to talking about relevant topics such as data protection (which is one of the association's strong pillars) and everything that comes with regulation.

Image For Post
Covers of the latest editions of the AMMDD magazine.
We believe that we have managed to deliver relevant content and also involve a lot of people. We had a magazine in physical format and in March we decided to take it 100% to digital format, which coincided with all this lockdown and the pandemic. Since then, consumption of the magazine has continued to be very relevant and has expanded its network of influence.

In addition, we have updated our code of ethics and self-regulation and have strengthened the topic of education, training and innovation.

-How do you see 2021 for AMDD and digital marketing?
-From the management point of view, one must put oneself in negative scenarios, in order to plan how to move forward with all the costs involved in maintaining an organization. Despite this, we tend to be quite positive with our vision and we believe that it will be a very good year for the association.

From a marketing perspective, I think that many opportunities have also been generated for the market based on the lessons learned. Opportunities that, from a creative perspective, require a different vision…

– What do you mean by this different vision?
-That perspective comes from each person's experience of what we have lived through this year. We all have a different way of seeing and feeling what has happened. Suddenly you say: 'I want to be at home and I am happy to work from home' , but it turns out that there are others who are going crazy because they are with children who do not have school and they have a stressful home office...

I would say that, in general, the mood we perceive has been positive from the point of view of communications and the opportunities offered by the market. There is desire, hunger and impatience for things to happen.

-Thinking about the lessons learned and a 2021 that will be difficult, what should a brand look for in its agency and vice versa...what should the agency give to a brand?
-I have 18 years of experience in the world of marketing and always working on the client side. The truth is that one always expects solutions, ideas, proposals from the creative-strategic partner and not always a yes.

The attitude of complying and being just an order taker cannot continue. The agency must innovate, propose, and I believe that given the lessons of this year, agencies must become more creative and innovative and brands must dare to do different things.

ECONOMY OF TRUST
-It is part of the AMDD's mission and will be part of the relevant topics of the decade that is beginning: what should companies do regarding the management and use of personal data?

-Regardless of the role I have taken on, I have always believed in responsible and ethical marketing and communications. We cannot forget that agencies, media, marketing services or advertising companies, at the end of the day we are all consumers and clients of a brand or service, and as such, we want to be respected in our private spaces. We want to trust.

The basis of communications and marketing is still trust, and if I fail to live up to that principle at any point of contact, I will not have a good relationship with my customers.

The association has been concerned with working towards responsible marketing and communications, which is why we have updated our code of ethics, where each member who joins can be certified in their processes.