Although Mexico is a nation full of artists and highly developed creative individuals, we rarely innovate in procedures or bring fresh ideas in business, communications or advertising.

The current revolution in media, the impending departure of the traditional media of the field of marketing, advertising or business and the solid entry of “new” alternative media, force a pause to advertising agencies, marketers and advertisers. We need to rethink the way for the most appropriate strategies to achieve our market objectives.

Social networks, Internet, Blogs, Twitter and other social markers have set the standard very clear about what is happening in the world of communication.

The question is: Are countries like Mexico ready for this adjustment model?

In the medium term, we are all immersed in these new media, but now we are experiencing the transition. Mexico has at present 27.6 million Internet users (http://www.internetworldstats.com/central.htm # x) that means that only ¼ of the total population are connected to the Internet. Beyond the cold data, this is an example of why we are not ready to fully enter the new techniques and alternative media strategies.

For now, due to the low Internet penetration in Mexico, and mobile (79 million users in Mexico, just over Peru in the Americas) we are doomed to continue using traditional media as a vehicle to spread messages and advertising. It will be necessary to mix the traditional and alternative media. Make a hybrid in the time of the media mix until gradually erase this terrible technological backwardness and we can fully enter the virtual world.

Nobody knows how the future will be tomorrow, but today we are educating children who will lead the fate of the planet by 2040.

With what kind of education system are we educating our kids?

And under what beliefs?

Modern society has classified the error as a synonym for failure and there is a strong emotional charge around that belief that is printed on the minds of all students from the classroom in elementary school and is constantly reinforced throughout their academic lives.

We seldom stop to think that is precisely the error, and lack of fear to him what triggers the creative capacity of human beings. If you’re not prepared to be wrong, never will be ready to create something original, different, unique.

Children are not afraid to make mistakes. Usually they are not afraid to take risks and there is no difficulty for them to paint a green sky and blue grass, only to find out how it would look.

Without fear of been judge for the authority on that decision. Creativity is inherent in human beings. The error is part of a search process and has no positive or negative value simply is part of the journey to find new ways, different ideas, and unique solutions.

Educational systems worldwide assignments nest in the same way: first math and language, after the end of humanities and arts list.

Why?

Because from it’s beginning, the education systems of the world were created to meet the labor needs of industrialization. Before the nineteenth century did not exist anywhere Educational Systems. Hence the hierarchy of subjects and their practical importance in the “Real World”

Although this idea unconsciously continues to this day:

“Do not do music, no dancing, no paint, no drawings … you can not make a living doing that. You’ll never get a real job”

There are a lot of incredibly talented and creative people in the world who do not know or do not believe that they are.

Human intelligence is diverse, is not restricted to mathematical logic or vision aerospace.

For Dr. Howard Gardner there are eight human intelligences:

Linguistic intelligence

Logical-mathematical intelligence

Spatial-Intelligence

Musical intelligence

Kinetics-Body Intelligence

Intrapersonal intelligence-

Interpersonal-intelligence

Naturalist Intelligence

To the extent that we understand this diversity of features in our human nature and using the same commitment to teaching painting as we use to teach math, we will begin to provide our children with the necessary tools to assimilate the world to provide valuable ideas, unique ideas that are likely to be the result of many previous errors and mistakes, but if we turn this concept of “error” in an improvement and not in a failure those ideas will revolutionize the way we understand this world.

We still do not know how tomorrow will be the only thing we know for sure is that the first step towards the future, whatever it is, we are giving today. At this very moment.

To Clay Shirky, in the history of humanity have occurred five major changes in the media strong enough to be considered “Revolutions.”

The first one was the birth of printing in the fifteenth century, then it was the birth of the telegraph and radio, the invention of cinema and photography and the arrival of television.

The characteristics of these media is that they are good at communication one by one as the telegraph or telephone, but are not good for generating groups. And the media that are good for creating groups are also very bad for one to one communication such as radio and television.

The formats of communication one to one and one to many were well established in the twentieth century, but in the last 16 years, the birth of the Internet has completely changed this picture.

The World Wide Web has changed the media landscape so much that it has absorbed and distributed other digital media content from the Internet itself.

Today, radio, TV, Movies, magazines, photographs, newspapers, etc. can be obtained digitally from the Web.

In addition to this, which is itself a huge change in the history of the media, the Internet opened the door and combined the best of all other media creating a new format: Many to many messages.

It ended forever the era in which messages were created exclusively by professionals and the contents released centrally through a radio station, a printing press or a television channel.

No, today we all have the same tools and can send messages to large numbers of people simultaneously. The media has a new meaning because now it’s free, it’s cheap and it’s for everybody. Now every consumer has become, also a producer.

Today the challenge is to understand the groups that form around common interests and organize the messages without attempting to control these groups. This centralized censorship no longer exists and it will never return.

The question today is: How do we create better content in these new media?

The way the media do business with advertisers directly affects the role of advertising agencies. At least this is true in some cities in Mexico.

The goal of any mass media is: To inform, educate and entertain. That’s it. That’s why they’re made for.  They should take care of their contents, the proposed communication. But in Mexico, does not happen that way. Here the mass media, especially outside Mexico City, are dedicated to pursue the offering advertisers space in their facilities and adding as excellent plus, free advertising.

Where are the advertising agencies?

Many advertisers see this phenomenon as a great opportunity to save costs and not pay an advertising agency for the ads. The reality is that what they really do is put in the hands of strangers the fate of their brands.

Who writes the spots in the media? On many occasions the speakers, who have no idea what the requirements of the brand are.

What is your competition? Where your differentiators? What their target market? Who your target audience?

People in the media they only wants to sell spaces and fill them with whatever. If they treat the contents of their media this way, How will they deal with an advertiser’s brand?

Are bad enough content on television, radio and newspaper, to add yet cheap, poorly made advertising that usually leads to a bad name to agencies and advertisers.

At first glance look somewhat similar, but there is nothing further from reality. The first is a sales tool that is governed by supply, demand and market strategies, communication and creative. The second is a subjective expression of some feature of reality and is governed by aesthetics.

The first seeks to generate expectations for the consumer to bring to its products and services that ideally lead to a sale, the second is 100% contemplative, is to recreate the senses and transmit the particular viewpoint of an artist, be it a painter, sculptor, filmmaker, writer or musician on a specific topic or time in their life.

Why is it so difficult to understand for many copywriters?

I do not know. And I have been in this business over the past 16 years, and although I have often been tempted to choose the most creative idea even out of strategy, most of the time I stay with the one that will work, not the pretty.

This brings us to the issue of advertising creativity awards. Usually ads earn fared quite poorly in sales. “And yet they are rewarded? What is rewarded? Is it Creativity? Based on what?

I disagree with those contests and I think it’s a mistake to reward communication pieces that have nothing to do with the essence of advertising: Sell.

Suddenly the creative advertising agencies “exploit” those spaces in the media: Film, Radio, TV, Newspapers and Magazines, to make their own “short”, “best joke” or the joke of fashion. Never go by sales, for the ultimate benefit of the customer.

All those people point far, far away from the raison d’être of the advertising business.

Advertising creativity must be a balance between surprise and argument of sale should be concise, should be brief and powerful, but powerful enough to allow consumers approaching, not to be awed by the creativity and then forget the brand name, the one that made that announcement.

Out there are a very few number of copywriters who understand the ultimate goal of creativity in advertising and even fewer who can dominate and deliver results consistently.

The recent economic crisis has raised doubts about the global economic model and capitalism.

The same situation is causing a profound change in consumer habits worldwide. Consumers are changing their anxiety, fear and uncertainty and are turning into concrete actions.

For the first time in history, we are in control on how to acquire products and services and we are delinked from taking risks to advance.

Until just over two years, the savings did not exist in the world, nobody thought about it because consumer habits were based on credit. Based on debt.

Today we are all indebted but now consumers are taking their share of responsibility and are acting.

These days we know it’s better to use the debit card than credit. Only spend what we have and we are much more cautious to invest or acquire credit.

Historically, periods of greater savings in the world are the wars. When there is war there is nothing to buy. This global economic crisis is making people spend more time studying, preparing to continue studies, reading, surfing the Internet than watching television instead of shopping.

And at the time of purchase, consumers look for different things:

• Quality.

• Price

• Durability

• Post-sale support

Today it is more common for people to control the urge to buy, limiting their impulse and taking the time to better target their investment.

The status of power was based on many things, the size of cars, houses, and watches. Today, that model seems to be inappropriate, even frowned upon. That same position of status is in the people who have achieved liquidity, which is able to handle a crisis or an unexpected event, not wearing a Rolex on your wrist.

According to John Gerzema, Chief Insight Officer of Young & Rubicam, when investigating a brand, product or service, 72% of consumers rely on a Social Network contact via the web and only 15% in the advertising of that specific brand.

What is the role of brands then?

Growing its presence in social networks, build intangible values in their products and consciousness in consumer habits of its customers. But not only in the speech: “We are a socially responsible company,” also and above all, in actions. They have to walk their talks.

The brands should be supported with activities that cultivate social networks.

They must become organizers and leaders of their own groups, their tribes, in the words of Seth Godin.

This is now a day, the outlook for the economy, advertising and social networks in the present and perhaps for the foreseeable future.

The eternal battle between perception and reality is fundamental to understand the value of things not seen or touched. The intangible.
The advertising business creates intangible assets, gives a quality to things that had none before, change the perception of reality for consumers.
You can add a symbolic value to things without physically altering them, in fact, the world we live in now, ignore the physical characteristics of things and still consider them real.
We do business, talk to people, buy products and the vast majority of the time we do not know them physically. We maintain relationships with suppliers for years and never seen them. We charge and use money that never physically sees.
The physical is not necessary anymore for something to exist or have value.
In Canada, Shreddies cereal brand, which are squares of wheat with added vitamins and iron, totally changed the perception of its cereals offering a new view a slight angle, causing the pictures to look like diamonds and call them Shreddies Diamonds. Absolutely nothing changed in the product, but consumers’ perception of it. At least emotionally the cereal ceased to be square and turned into a diamond.

In Europe, around 1812 and 1813, Prussia went to war with France and the crown of Prussia asked the wealthiest families to donate their jewelry to finance the war. In exchange, they were given replicas of the same jewelry but made of cast iron. For the next 50 years, the jewels of the highest rank and value in Prussia were not made of gold or diamonds but cast iron and also carried the inscription: “Gold Gab Ich Für Eisen” “I gave gold for iron.”
The value of the jewels was emblematic, symbolic, not depend on its physical material, but its emotional value. Wearing these gems amounted to saying: “I come from a family who sacrificed for their country and made a great effort for it.”
Intangible value.
Today it is more important to recognize the value of what already exists, instead spending resources to create something totally new.

Since the saying goes: There is nothing new under the sun.
I would add: But there’s always a new angle to look at the same familiar things