Joah Santos’ point of view of the market and 2017 expectations for Nylon.
According to Joah, the market has too many gimmicks and easy jokes without impact in market share, sales or profit. Our industry has forgotten that we need to say and do the right think for the right people.
He confirms that every client Nylon has worked with on both strategy and creativity have seen much higher financial results than through traditional methods. The creative awards have been unexpected but realize the awards are what attracts talented people to the agency. The financial performance should attract clients, but there are still too many managers that are attracted by the fresh ideas without having any understanding of the objective.