As the post-pandemic shapes the way where brands should go, MARKETECH APAC features a leader in the advertising industry to share with us what companies should do and improve upon after these unprecedented changes.
Originally from Asturias in the North of Spain and currently based in Dubai, MARKETECH APAC features Alberto Canteli, the chief executive officer for Havas Group in the Nordics, Central and Eastern Europe, Russia and the CommonWealth of Independent States, Turkey, the Middle East, as well as Southeast Asia, Korea & Japan.
A truly-frequent flyer, Alberto joined the group in 2000, and he has been a key pillar on the international expansion of Havas Group during the first decade of the new millennium.
In our conversation, Alberto mentioned that the pandemic has obliged us to be fully digital, to become fully technological, and to become much more flexible and ready for the next changes that are coming in the next decades.
“I think the pandemic has strengthened several values. I think what we all want is to build a future that is a bit more balanced, and a future that takes care of nature a bit more, a future that is focused more on health and well-being,” said Alberto on what brands should be aware of after the pandemic.
On sustainability, Alberto commented, “The backbone of our core positioning is sustainability. We are a meaningful brand agency. This is how we position ourselves. We want to build a better world through the construction of brands as well as the construction of meaningful connections between brands and society.”
In the interview, Alberto further discussed his insights on sustainability and purpose and how it goes hand in hand in running a business.
Head on to Spotify to listen to the full conversation.
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