Banco de Chile‘s Marketing Beliefs: Prioritizing Humanity and Strategic Partnerships
María Beatriz Parodi,a key figure at Banco de Chile,emphasizes a crucial shift in modern marketing: a return to understanding and prioritizing the human element. While acknowledging the importance of marketing tools, she stresses that genuine connection with consumers – with people – and a deep understanding of society are paramount.
This philosophy directly influences how Banco de Chile selects its advertising agencies. The process is described as “strategic,” going beyond mere creative flair. Agencies must demonstrate not only creativity but also a strong grasp of the financial sector and an alignment with the bank’s broader national vision. Currently, Banco de Chile collaborates with BBDO, DDB, H&S, and La Vulca.
Measuring the impact of marketing and advertising isn’t about chasing a single, definitive metric, according to Parodi. Instead, it’s about deeply understanding the bank’s business and applying metrics to that understanding. “If we are not experts in what we sell, it is very arduous to define how to measure it,” she explains. The focus is on demonstrating marketing’s value as an investment, translating actions into concrete ROI, and evaluating performance through both business results and audience relationship building.
For Parodi, marketing in the current context is about ownership and duty. Marketers must be willing to take calculated risks, consider both short- and long-term impacts, and act as a central point for problem-solving within the company. Crucially, thay must be the voice of the consumer, honestly conveying both positive and negative perceptions of the brand internally.
She also advocates for a renewed emphasis on interdisciplinary knowledge, viewing collaboration as a catalyst for innovation rather than a threat. This holistic approach empowers marketers to lead brand strategy and implementation, requiring ”courage” in a world where it’s increasingly rare.
Creativity, Parodi asserts, isn’t an isolated element but a vital component serving the overall strategy. Banco de Chile strives to integrate idea, audience insights, data, form, and content seamlessly in every campaign, recognizing that these elements are inextricably linked. This integrated approach is key to forging meaningful connections with their consumers.
(Source: https://www.latinspots.com/revista/detalle/nota/187/mara-beatriz-parodi-recuperar-lo-humano/13870)
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