Dandy: When There’s Change, There’s Opportunity.

(12/14/20). “This year was so unique that, if I had to sum it up or define it in one word, I would just simply say the word ‘change’. Although we at Dandy had already been working with the agency in the cloud, the pandemic confirmed to us that we were on the right path. This allowed us to complete our full reinvention and also accompany our clients in their respective digital transformation process”. This is how Hernan Sen, CEO of Dandy, defines the year 2020 which his company and the whole industry have just gone through. Below, he reviews the projects, achievements and lessons learned during this year.

-What balance could you make of this year in terms of business and what were the main challenges the pandemic presented?
-As I said before, one of the main challenges of this 2020 was to collaborate with our clients in terms of digital transformation. For some it was easier, for others not so much. But the important thing is that everyone was able to adapt to the changes. Therefore, the balance of the year is highly positive. To such an extent that almost none of the projects we had planned for this year were put on hold. To be more exact, we only had one on hold. And hopefully I will be able to share it with you in 2021, a year in which we are already working on the continuity of campaigns for the rest of our clients. We have a busy year coming, but we are very excited about all the challenges ahead of us.

-What new work habits or methodologies do you think will remain in the industry?
-I’ve been talking about the concept of “breaking structures” for some time now. That is exactly what we have been doing at Dandy, and it is a lot more than just doing daily video calls. It means moving away from the traditional structure of an agency, their typical office hours, and the 100% local team. Today, distances have shortened considerably and that made us rethink things and get into the “offshoring” of resources, for example. By doing this, each member of the team can work from anywhere in the world, in a much calmer and more stable way -emotionally speaking- which substantially improves productivity and quality of work, especially in an industry like ours, where creativity is extremely important. Going digital is one thing, but adapting to digitalization is quite a different challenge.

-What industry do you think will emerge from this context? How do you imagine it?
-I think it will be a special year for those industries related to many of the changes brought about by this pandemic. One of them, which we experienced mainly during the first months of isolation, has to do with a new awareness and taking care of the planet we live on. I can recall, for example, those shocking but beautiful images of animals returning to beaches that were once crowded with people. Such things will make us rethink many others, but I believe there is no doubt that we have to take better care of our world. Coincidentally, we are working on a project, which I can’t disclose, about bio-mimicry for a client in Mexico. It is very interesting because it is based on sustainable products, services and solutions inspired by nature itself.

-What projects are you working on now?
-Fortunately, we are working on many. In a very short time, we will be putting online Mummy’s Yummys, a startup of gastronomic products in the U.S. We are also working hard on the bio-mimicry project in Mexico which I mentioned before. Apart from that, we were able to successfully close the campaigns and projects we were working on this year. As an example, we finished the first Precision Marketing campaign for Topcret, a client in Spain. For NutriBaby, which is the premium formula milk brand of Roemmers Laboratories; we were able to execute this year’s campaign, in spite of the situation and thanks to the excellent teamwork with the client and with Tribu, the data-driven strategic marketing agency of Pablo Gazzera, former EVP of Unilever. Of course, I must mention our work with Telecentro, one of the most important success stories for the agency in 2020. We won the account in 2016 and the results of the first “Smart TV” campaign were great. The client helped a lot, because their great attitude towards change was what ultimately allowed us -together with them- to execute Telecentro’s first traditional advertising campaign driven by data, change the brand’s perception of quality and even launch a pioneer technology in LATAM (Voice Control), creating TV spots, graphics, digital pieces and actions with influencers.

-The work you did with Telecentro has had great results. What was the focus and strategy for the brand?
-Yes, that’s true. The results were great, and we are very happy and excited about our plans for 2021. Our starting point was the data analysis of the brand’s digital campaigns, from which we identified the variables most relevant to Telecentro’s audience. This made us realize that many of these attributes are brand differentiators and that, in addition, our main competitor does not have them. This led us to the idea that, “Telecentro gives you more and charges you less” and to the conclusion that, “There is not much to think about, just come to Telecentro.” As for the company’s marketing and communications team, they were joined by Tribu. And this, undoubtedly, was one of the highest and most important points of the Attributes 2020 campaign, since it was based on data-driven creativity. Thus, we achieved 5 very solid pieces that were both strategic and content oriented.

-What results have you achieved so far?
-Although we cannot reveal data due to confidentiality issues, we can say that we are more than satisfied with the results we obtained. You can surely check public data in which the relevance of this campaign is evident. Beyond the conversion, we’ve achieved a deep understanding of our consumers and potential customers, thus coloring the company’s communication completely. Today we know exactly what to communicate to each market segment and what the key message should be. The result? Effectiveness. That is, less invasive campaigns with messages of real interest aimed at each audience.

-What do you think have been the factors or tools that have allowed you to successfully achieve your objectives?
-The success was (and still is) in the data. Obtaining data is easy, but the big challenge is to interpret it and know what to do with it. Working with data in much the same way as in the U.S. and Europe really makes a difference. In addition, the Tribu + Dandy ecosystem really flows, and that translates into results.

-The work with Telecentro is an example for the industry in terms of conversion and applied data. How do you think brands and agencies have to evolve in order to achieve this level?
-This week, a very interesting article was published in Infobae. For the first time, digital advertising surpassed traditional advertising in terms of investment in the US. In general, the algorithms and technology applied allow brands, on the one hand, to adjust their messages almost in real time -something that does not happen with traditional media-, and on the other hand, to know that their investment in media has an exact impact on the target audience. That’s why everyone is making the digital leap. At this point, whoever does not make the leap will be left behind.

-How does Estudio Dandy project itself for 2021?
-The expectation is very high and so is the challenge. I am convinced we are on the right track. For some clients -such as NutriBaby and Telecentro- we are already planning our 2021 strategies. Also, we are in full expansion in the international market, working hard for clients in the U.S., Europe and Latin America. We are always focused on what we know how to do, driving creativity with data and turning experience into our greatest differential. The fact that we have three really specialized areas in design, advertising and digital is key to offer a homogeneous, solid and high quality service to our clients.

-What lessons learned as human beings do you consider and hope will remain for the future?
-Logically, there is a before and an after to the pandemic. The most important thing is to keep the good. All this has brought a change, so logically with change comes opportunity. We’ve learned to value human relationships much more, both personal and work-related. This has strengthened many bonds, among them, maybe the most important: trust. Speaking of learning, if this 2020 has taught me anything, it is that we should not be afraid of changes. Can they make us uncomfortable? Sometimes yes, but as I often tell my friends and colleagues, when the rules of the game change, the best thing to do is to learn from them like a Dandy, in order to break them like an artist. At least, that’s what Picasso believed.

Attributes. Advertiser: Telecentro. Brand: Telecentro Campaign – Attributes. Product: Telecentro – Attributes. Advertising Agency: DANDY. CEO: Hernan Sen. Creative Team: Pilar Puig Lómez. Client Manager: Diego González Betancor // Production for the advertiser: Eleonora Junquet. Audio/visual Production Company: Huinca Cine . Film Director: Andy Shaquespear. Postproduction: CQN Post. Executive Producer: Diego Turdera, Fabio Cimmarusti, Sole Belda // Producer: Merlina Scalise. Agency Producer: Audio/visual Production Company: Valeria Pinto. Music Production: Daniel Vilá. Sound: Control Z HD // Faiketen. Director of Photography: Sebastián Cantillo. Graphic Design: Mónica Iturralde / Data Analytics: Valeria Castellano // Data Driven Marketing Agency: Tribu / Directors: Pablo Gazzera and Rodrigo Jimenez. Country: Argentina. Category: Telephony and communication.

WIFI in the street. Advertiser: Telecentro. Brand: Telecentro Campaign – Attributes. Product: Telecentro – Attributes. Advertising Agency: DANDY. CEO: Hernan Sen. Creative Team: Pilar Puig Lómez. Client Manager: Diego González Betancor // Production for the advertiser: Eleonora Junquet. Audio/visual Production Company: Huinca Cine . Film Director: Andy Shaquespear. Postproduction: CQN Post. Executive Producer: Diego Turdera, Fabio Cimmarusti, Sole Belda // Producer: Merlina Scalise. Agency Producer: Audio/visual Production Company: Valeria Pinto. Music Production: Daniel Vilá. Sound: Control Z HD // Faiketen. Director of Photography: Sebastián Cantillo. Country: Argentina. Category: Telephony and communication.

The fastest internet. Advertiser: Telecentro. Brand: Telecentro Campaign – Attributes. Product: Telecentro – Attributes. Advertising Agency: DANDY. CEO: Hernan Sen. Creative Team: Pilar Puig Lómez. Client Manager: Diego González Betancor // Production for the advertiser: Eleonora Junquet. Audio/visual Production Company: Huinca Cine . Film Director: Andy Shaquespear. Postproduction: CQN Post. Executive Producer: Diego Turdera, Fabio Cimmarusti, Sole Belda // Producer: Merlina Scalise. Agency Producer: Audio/visual Production Company: Valeria Pinto. Music Production: Daniel Vilá. Sound: Control Z HD // Faiketen. Director of Photography: Sebastián Cantillo. Country: Argentina. Category: Telephony and communication.

4K. Advertiser: Telecentro. Brand: Telecentro Campaign – Attributes. Product: Telecentro – Attributes. Advertising Agency: DANDY. CEO: Hernan Sen. Creative Team: Pilar Puig Lómez. Client Manager: Diego González Betancor // Production for the advertiser: Eleonora Junquet. Audio/visual Production Company: Huinca Cine . Film Director: Andy Shaquespear. Postproduction: CQN Post. Executive Producer: Diego Turdera, Fabio Cimmarusti, Sole Belda // Producer: Merlina Scalise. Agency Producer: Audio/visual Production Company: Valeria Pinto. Music Production: Daniel Vilá. Sound: Control Z HD // Faiketen. Director of Photography: Sebastián Cantillo. Country: Argentina. Category: Telephony and communication.

Voice control. Advertiser: Telecentro. Brand: Telecentro Campaign – Attributes. Product: Telecentro – Attributes. Advertising Agency: DANDY. CEO: Hernan Sen. Creative Team: Pilar Puig Lómez. Client Manager: Diego González Betancor // Production for the advertiser: Eleonora Junquet. Audio/visual Production Company: Huinca Cine . Film Director: Andy Shaquespear. Postproduction: CQN Post. Executive Producer: Diego Turdera, Fabio Cimmarusti, Sole Belda // Producer: Merlina Scalise. Agency Producer: Audio/visual Production Company: Valeria Pinto. Music Production: Daniel Vilá. Sound: Control Z HD // Faiketen. Director of Photography: Sebastián Cantillo. Country: Argentina. Category: Telephony and communication.

Download: December 2020 Hernan LatinSpots
Link: https://www.latinspots.com/sp/noticia/dandy-donde-hay-cambio-hay-oportunidad/56287