Digital advertising and marketing: only the best ideas worldwide, since 2003

Interview series v16 – Mariano Dorfman

May 16, 2011 at 2:51 by Martina Comments

With a month to go before the Cannes Lions, we decided it’s time to start connecting with the jurors of the Cyber Lions. Today we meet Mariano Dorfman, Founder, Executive Creative Director and Partner of Icolic, based in Argentina.
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Q1. What is the one thing about your job that gets you out of bed in the morning?
That every day is different. That every day there are new challenges. That every day I fall in love with new projects. And, of course, that every day the “big idea” may come up.
Q2. What are your favorite sites/digi campaigns right now?
We are saturated by so much information, that, lately the ideas I find more moving are the most simple ones, such us www.whatthefuckshouldimakefordinner.com. Also I love it when technology is used to spread a message in a simple way like in “FIAT Street Eco“.
Q3. Who is the new kid on the block – the agency/business to watch for the future?
I heard a few months ago someone saying “if you want to know what is going to happen in the next 3 years, you just have to take a look at what is happening in Japan right now”. So, I’m following this advice.
Q4. What sector would you say is furthest ahead in digital marketing at the moment?
I should say that “Common People” is always muuuuuuch more advanced than any company or brand. Specially if you watch how young people between 15/20 are using the internet.
Q5. What technology or initiative is most likely to revolutionize Web/mobile marketing?
I should say HTML5 but i really don’t know anything about programming so i prefer to leave this question to another guy.
Q6. If you could wave your magic wand and change one thing what would it be?
I would like my office to be in front of Ipanema beach in Rio de Janeiro.
Q7. What’s the biggest mistake people are making in mobile/Web marketing?
I know this answer sounds old, but it’s still true today: The way that brands should make advertising (talk to people) in digital media is totally different than in traditional media.
Q8. What is the most useful resource site/blog you use?
Lately, my twitter timeline is one of my favorite sources. But I still prefer the peacefulness of my mind at night when I take a shower.

Q9. What do you you think will win the Cyber Grand Prix this year?

I’m expecting first what the juries president’s guidelines will be. I imagine technology will be crucial to the selection process but I expect “ideas” to have more weight than technology, so truth be told, I’m kind of lost in this point.

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