With nearly twenty years of experience, Hugo Faustino has been a key consultant for Fortune 500 companies, helping them navigate today’s complex digital ecosystem and create unforgettable experiences for their users.
This innovative strategist will also be one of the speakers at the 12th Branding Conference, organized by Via Media Agency, taking place on November 15 in the Mirza Delibašić Hall. On this occasion, we discussed with Faustino his work on campaigns for global brands, finding the balance between AI and creative intuition, and the future development of the industry.
How do you view the evolution of video marketing over the past five years, given the growing presence of platforms like TikTok and Instagram Reels?
Hugo Faustino: Video marketing has gone through significant changes. Short, vertical video content has become “king,” driven by the meteoric rise of TikTok and Instagram Reels. This shift has forced brands to adapt their storytelling techniques, focusing on short content that captures attention and stops users from scrolling.
Additionally, user-generated content has significantly increased, and the lines between branded and organic content have disappeared. Authenticity has become paramount, and users are gravitating toward content they can identify with, rather than highly produced ads.
You’ve worked on global campaigns for brands like Nike and Netflix. What key lessons have you learned from these experiences that could be applied to smaller, regional campaigns, such as those in Bosnia and Herzegovina?
Hugo Faustino: I’d highlight several important points. First, brand consistency is essential, achieved by maintaining a unique voice and user experience across all communication points. Second, it’s important to uphold a global brand standard, but equally crucial to localize the message so it resonates with the local audience. I’ve also learned that storytelling based on universal human experiences and emotions transcends all boundaries. Finally, brand partnerships, like Nike and Netflix’s joint fitness initiative, enhance reach and brand credibility.
These principles can also be applied to the BiH market. A great example is the South Korean film industry, which always prioritizes its own culture and traditions, only later amplifying its message on a global level.
How do you balance creativity with data usage in your campaigns? Do you believe AI is now the “king,” or is there still room for creative intuition?
Hugo Faustino: In today’s environment, data and creativity aren’t mutually exclusive—they’re symbiotic. AI and data analytics provide invaluable insights, but creative intuition remains essential. The magic happens when we use data to support creative decisions, not to impose them.
Artificial intelligence is a powerful tool, but it’s not the “king.” It’s more like an extremely capable advisor. The human ability to discern cultural nuances, emotional tones, and brand authenticity remains irreplaceable.
How is technology changing the relationship between brands and consumers, and how will that relationship evolve in the coming years?
Hugo Faustino: Technology fosters direct, personalized relationships between brands and consumers. We’re seeing a shift toward hyper-personalization and tailored experiences through artificial intelligence, along with interactive content using augmented and virtual reality, AR and VR, which create new brand experiences. With their socially responsible actions, brands are also becoming active participants in community building, not just product sellers.
For brands, it will be essential to harness new technologies while maintaining authenticity and building real connections with consumers.
As a speaker at the 12th Branding Conference, held under the slogan Brand New Humanity, Hugo Faustino will share his experiences and insights into the future of branding and advertising. He will be joined on stage by Cannes champion Riccardo Fregoso, Chief Creative Officer at Dentsu Creative Italy, and Rahul Titus, who, as Global Head of Influence at Ogilvy, leads the world’s largest and most successful influencer marketing team.
Secure your tickets for this unique event at www.branding.ba.
