Dias’ mandate is to create content that creates “valuable connections”.
Dias said: “If we can create advertising that tells a good story, that inspires people to share the tale with their friends and family, we will have succeeded in building a strong brand and creating powerful customer relationships for our customers.”
According to Dias, what inspires him is the possibility that something he and his creative team have conceptualised will touch someone, somewhere in a meaningful way.
Dias added “They (concumers) have conversations with brands in the same places they connect with friends. My team and I will strive to tell stories that add value and strengthen relationships within that space.”