Archivos de la categoría ‘Comunicación’

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.

Anuncios

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.

Hace algún tiempo recibimos en la agencia una llamada de un Cliente solicitándonos la realización de un video de 25 minutos como herramienta para reforzar en sus empleados la seguridad en el área de trabajo.

Esta empresa se dedica a la manufactura de hilo de nylon y tiene a más de 1,500 trabajadores en la planta de producción. En aquella época tenía un altísimo índice de accidentes, y aquello empezaba a convertirse en un problema grave. La empresa suponía que necesitaba reforzar sus políticas de seguridad, recordar a los trabajadores la importancia de usar su equipo de protección y  de poner atención a lo que hacían.

¿Veinte minutos para hablar de eso?

El día del brief y después de escuchar la propuesta de la pieza de comunicación, nos negamos para producir semejante somnífero. Queríamos saber exactamente por qué ocurrían los accidentes antes de lanzarnos a elaborar una pieza que técnicamente jamás iba a servir.

Después de platicar con varios de los trabajadores descubrimos que el asunto más bien tenía una raíz psicológica. Cada uno de esos trabajadores se sentía aislado del resto del mundo; durante las 8 horas de trabajo no existía nada más que las máquinas y cada uno de ellos. El trabajo diario se había convertido en un reto para vencer a la máquina, hacerlo más rápido. Y para lograrlo infringían todas las reglas de seguridad.

La solución no era un recordatorio de lo que debían hacer, sino hacerlos entrar en conciencia y ponerlos desde la perspectiva de sus familias, de sus hijos, de sus esposas.

El video terminó por hacerse, pero solamente duraba 6 minutos. En él, daban testimonio algunos de los ex compañeros de la planta de producción que habían sufrido accidentes discapacitantes, habían perdido dedos, manos, brazos enteros. Ellos fueron los que dijeron de viva voz: “No vale la pena”. Y los hijos de esos trabajadores remataron aquel video pidiendo a sus papás que tuvieran cuidado.

Ese video quedó reforzado con diferentes piezas de comunicación: Pósters, Manteletas en el comedor, volantes en la entrada. Y lo que inicialmente iba a ser un valium de veinte minutos terminó siendo una campaña interna de 3 meses con una fuerte rotación de versiones de las mismas piezas y un 0% de índice de accidentes 6 meses después.

Muchas veces ir más allá con el Cliente y descubrir de primera mano el origen de sus problemas resulta mucho más productivo y sobretodo, efectivo.

El pasado 8 de abril de este año, Steve Jobs pre-lanzó el nuevo paquete de herramientas para programación SDK para iPhone 4.

Más allá de las mejoras técnicas que se lanzan para los programadores de aplicaciones para los iPhone y iPad, el comentario de hoy gira entorno a una nueva utilidad que tendrán los teléfonos y demás dispositivos móviles de Apple: La posibilidad de que sean los programadores y no los publicistas los encargados de hacer los anuncios interactivos que ahora irán incluidos en las aplicaciones que se venden en la App Store.

Citando a Steve Jobs en su conferencia del 8 de abril: “Los anuncios en Internet tienen interactividad pero les falta emoción y los anuncios de televisión tienen mucha emoción pero carecen totalmente de interactividad; iAd ocupará el punto medio y no necesitará de las agencias de publicidad para lograrlo”

¿Dónde quedamos los profesionales de la Publicidad y la Comunicación ante este panorama?

La respuesta es la comunicación. Más que nunca nos acercamos al punto en dónde será la estructura de los mensajes y nos sus formas los que marcarán la diferencia.

Mientras la tecnología avance, las posibilidades de que “cualquiera” pueda crear mensajes publicitarios usando audio, video e imágenes digitales aumentan.

Las formas de la publicidad están al alcance de la mano de más gente pero no el fondo, no las estrategias creativas, las de comunicación, el conocimiento de la competencia, el dominio de las técnicas adecuadas.

Sin proponérselo, Apple nos lanza a todos los profesionales de la comunicación una alerta roja que más bien es un llamado a la profesionalización, actualización y constante mejora de las estructuras de nuestros mensajes.

iAd estará en los iPhones y iPod Touch de más de 85 millones de usuarios en el mundo para el verano de este año.

¿Estamos listos para encarar el reto?