Each year, the Global Awards recruits some of the world’s most prominent award-winning industry creatives and thought leaders to serve on the Global Awards Grand Jury. Andre Havt, is the Creative Director MULLENLOWE SÃO PAULO. He has 20 years of experience in advertising. His Recent Awards: Cannes Lions: 1 Silver 2019, 2018 and 2 Bronze Lions 2017. Clio Sports: 1 Grand Prix, 2 Golds, 2 silver (2018) / Graphis Advertising Annual: Gold / One Show: Merit / Webby Awards: Nominee / Second Nominee for Brazil's Best Art Director from the Brazil's Advertising Association Award 2017 (Won in 2009) /Rogerio Steinberg Award 2017: Best Rio de Janeiro’s Art Director.
Global Awards: How has big data and AI helped advertisers hit the target for brands?
Andre Havt: It's amazing to be able to count on so much data and AI tools today. But magic only happens when you find an emotional connection with the consumer. Without this connection, data is cold. It may even give a false impression that the problem is solved. Or sometimes, too much information makes everything even more confusing. But when you put together “the message”, the perfect emotional link and data that’s when the magic happens.
Global Awards: How has mobile affected the advertising and marketing mix in the health sphere?
Andre Havt: Some important transformations have taken place in recent years. Mobile went from the second screen to first. And now it is much more than a screen. It expanded the boundaries of the device and has become a hub that connects with several smart devices. The Wearables. This revolution had its spark with the Nike Fuelband a few years ago. And in the coming years, we will be surprised by the appearance of countless technological innovations. The possibilities are endless. A huge universe to be explored.
Global Awards: Is Wellness advertising increasing, if so, how has the market changed within the last few years?
Andre Havt: Wellness today is like a native chip that came installed in the Millennium generation. It is not something trendy, but a whole new generation born with this mindset. Thinking communication today and not thinking about Wellness is not connecting with the consumer. Not only in Pharma or health, but in all brands. To consumers and internal communication. Wellness is no longer a supermarket shelf or a Yoga brochure, but the quest for new values for brands and companies.
Global Awards: What creative work on behalf of brands both wellness and/or pharma have you seen recently that are breakthrough in creative and effective?
Andre Havt: It’s impressing how the work in Pharma and Wellness has evolved over the past 5 years. The ugly duckling of advertising festivals became the swan. Some work like Viva la Vulva, Thisables, Street-vet and See Sound enchanted not only people who work with pharma or health brands but the whole advertising industry. I would also like to highlight the work of Bernardo Romero. Back in Area 23 and now in Grey NY. Simply brilliant. He brought fresh insights to the category and is continuously helping to raise the bar.