Wisdom Wednesday

Wisdom Wednesday with CCOMGROUP Co-Chairman, Manuel E. Machado!

Over the last several months I’ve been comparing what I’ve learned from over two decades working in advertising with what we’ve all learned during these last two years of tremendous change. As the world reels under the impact of the Coronavirus pandemic, so too has the advertising industry.  

While this “new normal” has changed a lot about a space I know quite intimately, there is still a lot to be excited about when it comes to the future of advertising. One thing that will never change about advertising is how we make meaningful communication that triggers emotion and leads to action. How we do that has changed over the years, but what we do, at its core, remains the same.

There are some old truths and new truths to the way we conduct business. For instance, it’s no longer ok to just know our customer. We must now know our customer segment. Brands must communicate in very hyper-specific terms and it’s our job to define those terms.

And while the way we communicate will continue to evolve, the desire to have single-minded stories that are meaningful to each individual will never end. Data will continue to be important when it comes to decision-making, but how we analyze data and its purpose, will change.

Crafting the right message and having it all come together is the lifeblood of what we do, but in this ever-shifting, post-pandemic world, such crafting takes different kinds of sensibilities. But our storytellers and creatives? They’re here for it! 

At the end of the day, we’re a people business and we’ll never lose sight of that. Fostering meaningful conversation amongst all our relationships, from client-partners to associates and the many vendors we collaborate with is how we maintain the vibrant pulse that is the backbone of CCOM.

I believe it’s that same pulse that separates CCOM from all the rest. Our passion for talent and collaboration is unparalleled. Our associates forge authentic partnerships with our clients. And it’s these partnerships that are rooted in transparency and collaboration that have helped us cultivate long-standing relationships.

If you love what you do, there’s so much potential for creativity and inspiration. And I’m inspired! Inspiration comes in conversation with people who think differently from you. Listening to diverse points of view is the best way to be inspired. But truly, the world around us is an inspiration lab — pop culture, emerging technology, the arts, the environment – it all inspires. One just needs to be open to it all.

At CCOM, we’re open to it all. We know who we are and where we’re going, but we’re also willing, able and ready to pivot when necessary. Sometimes we need to be one step ahead of the curve so we can lead the way and other times, we need to be right in step. The key is having the wisdom to know the difference. It’s a delicate dance but if you can do it, there’s untapped potential and success at the other end. 

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