MIGUEL GENOVESE

São Paulo

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Bringing together multiple points of view to create something unique is one of the ways in which Miguel Genovese develops creative solutions. “From an object that can be seen from different angles, the new emerges. We have to see through various lenses. That's the secret. Each lens is a different experience ”, explains the publicist, one of the first professionals to join the ASAS collective. With more than 140 awards - including Cannes and One Show, he believes that the interaction between the different talents of the international creative intelligence collective is one of the reasons for the success of the group's projects. “Each wing is a lens over the world. When you put several lenses on an object, there is something richer, which is very powerful. There is no way that a story can be told better than by all these people, by several heads ”.

Currently in charge of PwC's area of ​​creativity and innovation, Miguel has worked with brands such as Coca-Cola, Microsoft, Dove, GM and Oi. He has been responsible for helping to open the eyes of several companies to innovate, especially when digital communication began to gain relevance.

“I see the corporate world today and I believe that people are wanting to transform, but they don't want to change. I see companies talking, telling stories of digital transformation, business transformation, but in fact they are not moving in that direction. "

Like ASAS's production, focused on respecting the audience's intelligence, Miguel teaches that it is necessary to think strategically about the public's relationship with the brands. “Today, I can look at the user, audience, consumer, understand their experience, their journey and create a business ecosystem around them involving brands that naturally dialogue with them. What gives me a lot of pleasure is living in a world that mixes creativity and innovation always focused on people ”. The advertiser warns that, in order to better connect the public, it is necessary to have the radar turned on and be receptive to news. “When I think about culture and entertainment, I don't think about boxes. We always have to be open. It's like music. I don't have to like it, but I have to be open to a new rhythm that comes up. There will always be something new in culture and we have to be open to it ”, says Miguel. Today, I join any project that challenges me to mix creativity with innovation. Call me and I'll go ”.