Predicting the type of advertising that’s likely to be successful can difficult, especially when you start talking about digital advertising. The technology used in online advertising seems to change from day to day and when an advertiser finds something that works, every competitor latches on to the idea and runs it into the ground.
Lori Senecal is the global CEO for Crispin Porter + Bogusky and in that role she manages the agency’s nine international offices as well as supervising the firm’s global growth. Prior to that, she served as Global Chairman and CEO of KBS and President of the flagship New York office of advertising giant McCann Erickson. So she’s experienced firsthand the constant reinvention required to create the most effective advertising.
In a recent interview with Adweek, Senecal discussed some of the factors that make for an effective ad and whether it’s digital advertising or ads running in more traditional markets, something stay the same.
In a world where it’s so easy to shade the truth or create advertising that is misleading, Senecal says the most valuable thing any advertiser can bring to their customers is authenticity. “Keeping it real” sounds like an empty catch phrase, but viewers want to feel as if the advertiser is being honest about their product. According to NY Times, she argues an ad that slightly undersells the product but is 100 percent truthful is much more effective than one that promises everything.
In the world of digital advertising, the fastest growing segment of the industry is mobile ads. And while it’s tempting to try and rely on flashy graphics and video to make the pitch, Lori Senecal says that the most effective mobile ads are simple and non-intrusive. According to her, there’s nothing worse than letting the technology and the gimmicks to get in the way of the advertiser’s message.
Senecal says the takeaway for any advertiser should be that for all of the changes, digital advertising shares some things in common with non-digital ads. The messages that work best are simple, easy-to-follow and authentic.
AXA Advisors is considered to be one of the most famous multinational insurance firms in the world. The institution has its headquarters in France, and it has changed the lives of many people. The insurance company provides investment management and financial services to consumers from all over the globe. Since it was founded, the company has done well, opening branches in North America, Africa, Asia, Europe and the Middle East. AXA Advisors is believed to be independently operated, and it follows different laws and regulations from the countries. At the moment, the company is famed to be the second powerful insurance corporation that operates globally.
AXA Advisor was established in the year 1816 in France. At first, the company was only based in France, but it has moved to other regions. The institution has also changed its names several times. After the American Insurance Company had taken over the leadership and management of the organization in the year 1985, it acquired the name AXA-UAP. In June 2016, the firm was sold to a reputable Swiss insurance company known as Winterthur Group for around nine billion.
The management of the institution is believed to have played a leading role in the success of the insurance company. Vincent Parascandola is one of the top executives in AXA Advisors, and he serves as the senior executive vice president. At this prestigious position, Parascandola is responsible for the retention, productivity, sales, and management.
The company decided to give Parascandola the job because of his expertise in the field. Before the position, the businessman had worked in the financial services industry for more than twenty-five years, and he had all the knowledge needed by the large company. Parascandola has won several awards because of his accomplishments in the industry. In the recent past, Vinny Parascandola was given the GAMA Career Development and Master Agency Awards due to his numerous accomplishments.
Vincent Parascandola has a Bachelor of Science degree which he acquired from the prestigious Pace University based in New York City. Parascandola is also a famous guest speaker who has spoken at different conferences over the years. He is also a family man who loves spending time with his immediate family.