Nike, McDonald's and Universal Pictures: Stories of Authenticity at MKT Fest 2024

MKT Fest 2024 brought together the most prominent leaders in the industry to share their ideas, strategies and experiences. It took place on October 10, 11 and 12 in the city of Monterrey, Mexico. With Orange Digital as official sponsor, this event was consolidated as the largest marketing congress in Mexico, giving attendees the opportunity to connect and learn from experts in different areas.

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This year's edition was "The Year of Creatives," in which talks from iconic brands such as Nike, Universal Pictures and McDonald's highlighted the importance of authenticity, innovation and connecting with consumers. Below is a summary of these talks, with key ideas that resonated with the speakers.

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Nike

Daniel Paz, Senior Brand Director Running for North America Nike, gave an inspiring talk on the importance of building a solid brand, grounded in values and a clear vision of what it stands for. Paz emphasized that when you have defined your values and beliefs, you can achieve great campaigns that resonate with your audience. One of the most important points of her talk was the phrase: "Build the brand and business will come", reflecting that the priority should be to build a coherent brand before focusing on commercial results.

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For Nike, listening to its athletes and giving them a voice is crucial, as they are the ones who embody the brand's values. However, Paz stressed that innovation is always a challenge: "Innovation is difficult because it has risks, but it leads you to form paths that didn't exist." Taking those risks and authentically connecting with consumers is what allows Nike to stay ahead of the curve. Paz also stressed that it's not enough to rely on an already established brand; it's vital to keep building it, making bold decisions and being aware of who you're talking to.

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‍ArcosDorados - McDonald's

This talk was led by Santiago Blanco, Chief Marketing and Digital Officer of Arcos Dorados-McDonald's. He talked about how the famous fast food chain has managed to stay relevant in the digital era without losing its essence. One of the keys to McDonald's has been its ability to integrate new platforms and technological trends, from mobile applications to its recent foray into the world of sports.

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McDonald's role as the first family sponsor in Formula 1, a sport historically linked to luxury and technology brands, was highlighted. This decision marked a before and after, demonstrating that a global brand, with a strong focus on family, can adapt to new territories without compromising its core values.

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Blanco stressed that although marketing is sometimes perceived as deceptive, good marketing is "telling the truth well told. In addition, he shared that the best campaigns are those that do not feel like marketing, but like an authentic conversation with the consumer. To achieve this, insights are the foundation of any strategy, as they allow you to genuinely connect with people.

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‍UniversalPictures México

Melanie Montantes, Marketing Coordinator at Universal Pictures Mexico, took us behind the scenes of film marketing, sharing the challenges and opportunities facing the industry today.

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Melanie emphasized that authenticity is key to opening doors and connecting with audiences. Understanding your audience's emotions allows you to create more relatable and relevant stories, both in film and advertising. During her talk, she shared crucial factors for a movie to be successful at the box office: it must have action, be funny, have a unique twist and have mass appeal, meaning that both friends and family want to watch it together.

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The magic of film is that everyone can be the writer of their own story, and Universal Pictures continues to use this narrative to connect with audiences around the world, while maintaining its authenticity.

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MKT Fest 2024 was a space where marketing, innovation and authenticity met. From building brands with clear values to integrating technology without losing the essence, talks by Nike, McDonald's and Universal Pictures reminded us that today's marketing must be deeply connected to the emotions and experiences of consumers.

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If your company is ready to embrace these types of trends and take your marketing strategy to the next level, Orange Digital is here to guide you every step of the way, with personalized communication, on multiple digital channels, and at the right time for your customers. Don't hesitate to contact us if you want to learn more.

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