Speakers of TMRE 2009: RiCardo Crespo, Mattel Inc.

In the weeks leading up to The Market Research Event 2009, we're going to be hearing from the speakers of The Market Research Event. This week we have RiCardo Crespo, Group Creative Director, Mattel Inc., who will be presenting "Realizing a Sustained Collaborative Culture to Support Packaging Innovation," in the PROOF: What's New & Next In Packaging Research Track on Monday, October 19, 2009. To learn more about The Market Research Event, download the brochure here!

1. Tell us about a project you are working on or recently completed that you are proud of?
Ricardo: I recently worked on the strategy and creative direction development plan for a marquee brand. The strategy was instrumental in aligning all cross-functional teams to end up in a single voice for the brand while fostering separate, yet collaborative development across all teams. All teams had a clear vision of the end result while having tangible and attainable development milestones, which were objectively reviewed with agreed metrics beforehand.

2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Ricardo: Same as was forecasted 5, even 10 years ago...that at the end of the day, brands are experiences and that those experiences need to be a direct result of what consumers want, not what we think, or hope the brands will be. Speak to consumers in engaging ways and when you tell compelling, persuasive brand stories, you are not selling, you are fostering dialogue back to your brand through their repeated and personal decisions to experience your brand. this dialogue leads to loyalty and relationships that are the DNA of successful brands.

3. What inspired you to get in the field? What keeps you motivated?
Ricardo: My inspiration?...that someone wanted to pay me for the passion and creativity that was innate to solve communication challenges, and tell stories because of brands. Creative direction and strategic design is incredibly fulfilling...because no two challenges are the same; that diversity elevates our ability to progress and ultimately, our creativity. What keeps me motivated? Repeat my first sentence.