Bruno Lambertini: “Latin talent is radiating throughout the world”
Posted: Thu Dec 12, 2024 4:27 am
The global co-CEO of the brand new Monks —the former Media.Monks announced its rebranding last week, as reported by Adlatina— analyzes in this article, in great detail, the current panorama of the advertising industry and explains that “Latam is at the center of everything Monks does.”
Bruno Lambertini: “Latin talent is radiating throughout the world”Lambertini: “The world, the industry, our customers and ourselves are in 'transformation mode'.”
By Pancho Dondo
Editor-in-Chief of Marketers by Adlatina
What exactly is this change from vk phone number data Media.Monks to Monks, and what does it represent?
The world, the industry, clients and ourselves are in “transformation mode”. Those who are not transforming today, and who are not understanding the power of data and technology – especially artificial intelligence, augmented reality and quantum – are not doing their job.
The work that agencies-consultants are going to do in two years is very different from what they are doing now. So, if we are all in “transformation mode”, the first thing we have to do is adapt; the second, solve; the third, create; and the fourth, disrupt. And that circle, the one made up of those four verbs, is the “Monks way of doing things”. And it is our model to face the world to come.
Is that the agency's historical model or is it the one to come, from the Monks era?
It has always been the same, but it is also true that this rebranding has to do with that: with how we adapt to this very particular world that we are living in. And I would like to describe it, going from the general to the specific. To begin with, it is a geographically and politically fragmented world. A world in which the levels of uncertainty have reached a maximum: something that perhaps is less felt in Latin America, but what is happening, in those aspects, in Europe, in the United States and in Asia is huge. A world in which inflation and interest rates have reached a peak, with which investing is increasingly more expensive. Three barriers that, in my opinion, will cause the planet's growth rate to be much smaller in the next ten years. Compared to the last twenty years, at least. We are talking about 3.4 or 3.5%, when in the last twenty years growth was, on average, double. All of this creates a challenging global cocktail.
It is challenging, for example, for companies.
Exactly! Because CEOs are still obliged to bring in high margins. Moving between marketing, martech and technology, which were the sectors in which their investments were always very high. And this request for cuts obviously has an impact on our business, in an industry that is becoming increasingly complex.
Bruno Lambertini: “Latin talent is radiating throughout the world”Lambertini: “The world, the industry, our customers and ourselves are in 'transformation mode'.”
By Pancho Dondo
Editor-in-Chief of Marketers by Adlatina
What exactly is this change from vk phone number data Media.Monks to Monks, and what does it represent?
The world, the industry, clients and ourselves are in “transformation mode”. Those who are not transforming today, and who are not understanding the power of data and technology – especially artificial intelligence, augmented reality and quantum – are not doing their job.
The work that agencies-consultants are going to do in two years is very different from what they are doing now. So, if we are all in “transformation mode”, the first thing we have to do is adapt; the second, solve; the third, create; and the fourth, disrupt. And that circle, the one made up of those four verbs, is the “Monks way of doing things”. And it is our model to face the world to come.
Is that the agency's historical model or is it the one to come, from the Monks era?
It has always been the same, but it is also true that this rebranding has to do with that: with how we adapt to this very particular world that we are living in. And I would like to describe it, going from the general to the specific. To begin with, it is a geographically and politically fragmented world. A world in which the levels of uncertainty have reached a maximum: something that perhaps is less felt in Latin America, but what is happening, in those aspects, in Europe, in the United States and in Asia is huge. A world in which inflation and interest rates have reached a peak, with which investing is increasingly more expensive. Three barriers that, in my opinion, will cause the planet's growth rate to be much smaller in the next ten years. Compared to the last twenty years, at least. We are talking about 3.4 or 3.5%, when in the last twenty years growth was, on average, double. All of this creates a challenging global cocktail.
It is challenging, for example, for companies.
Exactly! Because CEOs are still obliged to bring in high margins. Moving between marketing, martech and technology, which were the sectors in which their investments were always very high. And this request for cuts obviously has an impact on our business, in an industry that is becoming increasingly complex.