Tag Archives: riCardo crespo

Live from #MediaInsight: WALK your TALK, (authenticity is key)

riCardo|crespo, Chief Creative Officer, TH13TEEN, kicked off the inaugural Media Insights & Engagement Conference with a discussion on Authenticity and how much it matters.

Distinguish the Thinsights from the Real Insights: Milk does the body good vs many people dont eat w/o washing it down with a glass of milk

The consumer has a finite attention that’s an insight you need to leverage. Exceptional brands show you, demonstrate, show you why they are exceptional – behave as a brand.

Your default is your DNA, it’s your culture, your influence, your instinct and it needs to flow throughout everything you do, your UI, your products, your campaigns.

Be frenetic, it’s okay, it’s progress. Understand that erraticness is differently, it’s all over the place. It also goes backwards and regresses. Be adaptable and resonate.

Operate with purpose, why are you doing what you do, why should people care, understand your audience.

Your purpose is a collective of your audience’s perceptions and expectations validated by the desired experience.

What’s is your promise as a brand, individual, corporation?

Branding = Promise
Marketing = Strategy (what you need to do)
Advertising = Execution

It’s a process but many times there is a focus on only one of these.

Consumers want:
Attract me
Engage me
Enable me

4 Stages of Interaction:
Default [dna]

People are not going to remember the best experience they had with you, it’s human nature to remember the one bad one so be consistently good.


Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

complimentary webinar: “consistent brand conversations = persistent brand dialogue”

“consistent brand conversations = persistent brand dialogue”

Join us for a complimentary webinar on
Thursday, March 25

Space is limited.
Reserve your Webinar seat now at:
mention priority code: M2246W1BLOG

About the webinar:
the art and science of branding continues to evolve as the need to connect with the consumer becomes more intimate due to their choices and marketplace offerings. how your brand behaves in the messaging of its value proposition is directly proportional to how your consumer will experience your intended brand promise. with today’s information-rich, savvy consumer, they not only expect the best of your brand; they demand it. that said, how your brand aligns consistent messaging internally will or will not deliver engaging experiences with your consumers. this applied ability to behave consistently is most apparent when speaking to consumers across varied lifestages.

what you will learn:
‘ how creative-driven strategies will provide a platform for compelling brand messages
‘ how brand-alignment inside and across disciplines, is required for consistent
brand messaging outside.
‘ the potential of how a brand tagline is a rallying-cry across all age-demographics
‘ how to influence provocative internal conversations for alignment
‘ the requirement of synergy with creative and marketing teams

about riCardo crespo:
A celebrated creative director and respected branding thought-leader in the areas of strategy and creative, riCardo crespo brings to the advertising industry a keen eye for creative excellence and a valuable point of view as a CREATIVEronin. He consistently delivers a unique and valued perspective as a professional with applied experience from both the agency and client side. crespo is a frequent contributor on design methodologies and the strategic value of design + creative in the branding development process. riCardo’s vast and varied experience includes leadership posts with such advertising giants as McCANN ERICKSON, Saatchi & Saatchi and Bozell Worldwide.

riCardo’s passion for outstanding design and meticulous execution translate into a dedication to excellence in all aspects of his work.

Speakers of TMRE 2009: RiCardo Crespo, Mattel Inc.

In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have RiCardo Crespo, Group Creative Director, Mattel Inc., who will be presenting “Realizing a Sustained Collaborative Culture to Support Packaging Innovation,” in the PROOF: What’s New & Next In Packaging Research Track on Monday, October 19, 2009. To learn more about The Market Research Event, download the brochure here!

1. Tell us about a project you are working on or recently completed that you are proud of?
Ricardo: I recently worked on the strategy and creative direction development plan for a marquee brand. The strategy was instrumental in aligning all cross-functional teams to end up in a single voice for the brand while fostering separate, yet collaborative development across all teams. All teams had a clear vision of the end result while having tangible and attainable development milestones, which were objectively reviewed with agreed metrics beforehand.

2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Ricardo: Same as was forecasted 5, even 10 years ago…that at the end of the day, brands are experiences and that those experiences need to be a direct result of what consumers want, not what we think, or hope the brands will be. Speak to consumers in engaging ways and when you tell compelling, persuasive brand stories, you are not selling, you are fostering dialogue back to your brand through their repeated and personal decisions to experience your brand. this dialogue leads to loyalty and relationships that are the DNA of successful brands.

3. What inspired you to get in the field? What keeps you motivated?
Ricardo: My inspiration?…that someone wanted to pay me for the passion and creativity that was innate to solve communication challenges, and tell stories because of brands. Creative direction and strategic design is incredibly fulfilling…because no two challenges are the same; that diversity elevates our ability to progress and ultimately, our creativity. What keeps me motivated? Repeat my first sentence.