Catch up with Isobar Brazil Group’s Head of Concept, Pedro Garcia

Isobar
Isobar
Jul 20, 2017 · 2 min read

Isobar Brazil Group recently announced Pedro Garcia as Head of Concept, so we caught up with him to find out his thoughts on creativity in Brazil, data-driven creativity and tech’s impact on craft. Read the full interview below.

Hi Pedro, you’re Isobar Brazil Group’s Head of Concept. Can you tell us more about that?

The “Head of Concept” role is to orchestrate and stimulate the creation of disruptive ideas within the group’s companies, in order to change the client’s realities, looking for new opportunities for social and economic value generation.

The creative process has been disrupted heavily. How has this affected creativity in Brazil specifically?

In Brazil, due to our country’s history of economical instability, we have to create in order to survive: creativity is in our DNA. We are used to constantly reinventing ourselves, so we’re in a unique position to come up with new ways to bring value to clients in this shifting landscape.

With the advancements in technology, is craft still relevant?

Technology is yet another tool on the toolbox (maybe the tool that is also reshaping all the other tools, but a tool, nonetheless). If used properly and with a purpose, the craft is what will define the level of excellence of a solution.

How important is it for brands to adopt data-driven creativity in the digital economy?

Data is to the new economy what the compass was to the global maritime exploration of the 15th century. You can travel without a map or a compass, but it’s all guesswork. Data allows you to make better assumptions and test them out, and paradoxically, it is the way to treat people not as numbers, but as individuals. It’s the difference between a mass audience, and many meaningful connections.

Finally, if you could only give one piece of advice to clients — what would it be?

Think like a coder: Learning and evolving is not an option or a phase; it’s the new modus operandi.

Isobar Global Blog

Experience-led Transformation

)
Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade