What pulls air, what are the dynamics that drive the market, such as changing the landscape of the agencies, the conditions under which pays the creativity required to deal with a substantial lack of charismatic leaders who know how to defend the value? And people, perhaps the time has not arrived to give their content a bit more intelligent and challenging to what the media and advertising have heard pouring out up to today? Finally, what can be in an environment like the one we live in the professional role of the press? Answers these questions Andrea Concato, long-time creative, now owner of her namesake agency in Milan, a consultant for several multinational companies, and employees of the Agency for Longari & Loman which contributes to development. Regarding the last point of his long and passionate article, just one dedicated to the press, I can repeat what has already been published in my editorial end of the year (see related news) and confirm that we will deal with more attention than the past, the most significant issues in our industry. In this sense, through the intervention of concerts, which we would like to have as a constant guest on our site, and other professionals who will follow, ADVexpress will fuel a confrontation that also involved we would love to see you, the reader and the media. You can take part in the B-side, the blog of Advexpress been active for some years (http://advexpress.blogspot.com), writing to drawing (redazione@adcgroup.it), or directly to the Director (salvatore.sagone @ adcgroup . en). The word
Andrea Concato.
Happy New Year. To me I'm 'not duemilaundici not bad.
I observed more than once during the long moments of crisis builds an unspoken desire to spend and enjoy it. A kind of elastic that you pull. Normal, fair and understandable.
It also accumulates cash. Besides those that with all our respect, have lost their jobs because of the crisis some companies, others have continued to take the pay rise the salaries have grown just over inflation and the Bank of Italy informs us that saving remained at good levels (10% dell'income families in 2009, 8% in 2010). Professionals, traders and entrepreneurs a bit 'complain, a little' console themselves, many have earned less, but they're doing. If you have any savings means that Italian families spent less than what they received.
The truth is that Italians spend too much on phone and calculator (the latter in unstoppable growth, still up 9.3% in October 2010), then struggle the rest (Istat tells us that the sum of fixed telephony services, mobile + phone + internet + purchase is 120 euro per person per month. If a family of 4 also has a mortgage you arrive in a flash to burden the family budget than a thousand Euros a month. Not bad.)
But there is an accumulation of money and desire. Hoping they do not become the next victim of a financial bubble, we can see that Italian companies in projects and dynamic creep.
And here we come to us.
In the media, investment and people are seeing that now growing everywhere except on paper.
(by the way, I'm curious to see how Brazil, Canada and Sweden to convert part of their economy in view of declining demand for paper in the future).
grows very digital, but above all we are still too small a fraction of the cost of communication. It grows all over the business of digital, because so many companies are still so backward in its use, especially to create a link as well as a showcase or an "experience".
also increased the consumption of television, both general and thematic, with all due respect to those who gave up for dead. The time we devote to a computer screen, fixed, portable or mobile, were accompanied by what we give to the TV. And a growing demand for space on TV. Some say that half of the next growth of the investment will take adv tv. And that is making this request underestimated the recovery faster than expected. On December 6 Stuart Elliott wrote and recorded an interesting article on NYT.com "Still counting on the power of television."
So, as they say in the sixties, no tripe for cats.
And the cats as they behave?
agencies.
In recent years the agencies, especially the big ones that still maintain a substantial share of the business, have suffered more than a changing environment. I try to list them.
As in any other field, the propagation of the offer and the need to save costs have made the arrogant claim.
do you think happens to us, but it is not true. In recent years, each supplier has been compressed. Anyone who sells something to a company knows it. The architects are put out to tender, not only nuts & bolts and suppliers of assembly lines or soup kitchens. Even the most prestigious law-firm. E 'success. And I'm still in shock.
thought that "quality" enough? Not any more. "Qualitative + Competitive" it's the name of the game. For everyone. Many international customers
international agencies are international campaigns outside Italy. And agencies are disappearing from the creative leaders. Expensive, bulky, overflowing ego. But they knew drag, engage, encourage, enhance working groups, customers, entrepreneurs, CEOs. They knew generate significant communication, something that did happen, that people noticed it and talked. Not always creatively excellent, but often significant. Suffer if an agency lacks a leader capable of generating an extraordinary appetite for excellence.
In our business excellence has an impact on the world, and raises money.
say I love this phrase: "We can change the course of things by thinking about it."
do not know the contractor who does not ask.
The problem is recognizing it. And I know a few people between clients and agencies are able to recognize the excellence that works (to have proof, just turn on the tv). To repeat a quote
well-written film by Rob Reiner, Michael Douglas, where does the U.S. President Shepherd, and Michael J. Fox made his assistant Lewis.
Lewis: "They Want leadership. They're so thirsty for it they'll crawl through the desert Toward a mirage, and When They discover there's no water, they'll drink the sand. "
Shepherd:" People do not drink the sand Because they're thirsty . They drink the sand Because They Do not know the difference. "
To sell you need a reputation for excellence. To get a reputation are necessary qualities: competence true talent, manhood, ethics, professionalism.
If we look around and find plenty of these qualities, we are riding. If we do not find in another place.
E 'a clear and substantial transfer of projects from large agencies and small to medium-sized structures. And the bloom time of these openings agile and less costly structures, often inhabited by great talents who have been trained on major accounts and agencies.
This raises two questions, one for medium and small, and for larger ones.
The risk to the multitude of agencies in the first type is a possible further deterioration in the demand / supply ratio. The fragmentation of the supply facilities in single lighter does not bode in favor. Even more in the relationship with the media, whose structure is offered in very few hands.
But there is a place where the relative abundance of medium and small structures can regroup and regain the political depth that has not dimensionally: in industry associations. Especially
AssoComunicazione and Art Directors Club
In the new landscape that is unfolding associations are the only environment in which an increasing number of supply structures of communication can play an important role in the country. Provided they are managed with this mission.
are not enough informed on the latest developments Assocomunicazione, but I can say that the last three years the Art Directors Club been completely wasted.
Faults? Do not bring up people who suffer from the evil described by Shepherd, especially the complete lack of common good, a great evil Italian. It only makes what, in short, it is convenient to us. Even if all goes into a cow. It 's like the double parking. It suits me now. But if fifty cars behind me have to slow down, so what?
AssoComunicazione For one or two things I would ask. Wishing We all agree our return to the stature it had in the market, I speak of relevance, role, reputation. It would not be the case in this direction, you start to pull the lines? This way the structures capable of responding organizations and talents suitable for all needs in the various disciplines of communication, with a single design able to launch, develop, and consolidate a brand beyond the specialized structures capable of doing one or some of the trades? To be perceived as serious, we should begin to be? It is not that good for us to continue to allow those who make events (with all due respect) to write on the homepage "Brand building communications projects."
And we want to begin to explain to scaltrissimi marketing people who practice what they are buying for a thousand euro on the social network creative? And how much is it worth? And that smell like?
For large agencies, however, I think it presents a great challenge. To replicate the model of medium and small business.
If the cost of talent is the same, if the cost of square meters is the same as the large agencies can restore the overhead for an incidence equal to those of the other? A large agency may not be the result of dell'affiancamento team as in the other, only more numerous? What are the components of the procedures that slow down and weight down?
I can only note that just before Christmas, I was told that in front of a large international agency, a group of people was going to a meeting from a major customer. There were seven. Now, unless it was a pan-European launch, which I doubt, what faceva quell’esercito? E in che tipo di fattura può trovare conforto una missione così? Con quale causale?
Prima o poi si dovrà chiedere ai clienti di accorciare la catena delle presentazioni in azienda, portando i progetti nel più breve tragitto possibile di fronte al decision maker. Chi non lo è non può per sua natura mettere la testa su una campagna che ha assenza di precedenti e coraggio. Peccato che siano due componenti fondamentali di una buona campagna.
Il che ci porta diritti diritti a
I CREATIVI
Io sono uno di questi, soffro e ho sofferto di tutto il bene e il male della categoria, nella mia vita professionale che conta qualche annetto (ciumbia, quest’anno sono 38).
Many of my colleagues are able to recognize a campaign of high design quality.
But I do not know how many of us can recognize a campaign that does the job that is called to do.
"We are creatives, and we are definitively in business."
who does not practice this, who think you're doing creative tout court should perhaps consider other professional worlds, more welcoming.
If we introduce, and sell directly to decision makers, it is much better than no way out of wishful thinking, but projects only very bright, very unique, very effective.
Effective means that it works, do not they like the creative director of the agency across the street. At least beyond.
Believe me, if a capable and busy AD puts between us and him three middle manager of marketing is only because he is afraid that we do spend some time with our creative illusions. This fear must be removed, and perhaps even remove the filings, the softening, the test, animatic, double versions, the advice of sociologists and psychologists (aaaarrgghh!!).
job is not locked in their world for creative oligoriferito, owners of aristocratic codes and cultures, replicating patterns of the international awards circuit (often false) suspicious and resentful towards those who do not understand. The narrative form of a poster Brazilian false can not be suitable for a popular Italian product, even if being able to replicate the level we can fill with pride.
The Italians have a creative talent overflowing. This is demonstrated every time they go to work and compete in other countries. But we are all prisoners of an unfulfilled need to see our value and recognized a need for training on the ability to recognize what can make something happen and what not. They also learn why.
Only then can we hope to make it clear to our customers that we are able to work all their euro per week, with our idea.
And the only way to really learn to talk
PEOPLE
Here I am convinced that you have some time fallen trap of an ancient giant misunderstanding.
That there is the housewife of Voghera. That there is a Manichean
that classification of persons in uniform cluster traits.
It 's the premise that drives the television programmers, journalists, advertisers, filmmakers to pack the products of abysmal stupidity and evil brain turpitude "for people who like that," without hope of public goods and "intelligent elites. "
only going to such strict criteria can you justify the existence of certain films, certain spots, certain TV programs, some newspapers.
I think the principle is wrong. Because inside each of us lies a noble part and a ventral part. They are the environmental stimuli that influence us to use one or the other party. In fact I know
fine heads that hits the tip of the island famous. I know very deep thinkers who do not mind reading Chi. I know a greengrocer who read Cosenza Baricco. And I saw, I swear, the home of the Voghera Arengario Caravaggio exhibition in Milan.
Want evidence? The numbers
facts "Come away with me." They are important numbers. Asking for a little 'intelligence on TV.
The vote of the people, in 2009, the Prize of the television RAI that has crowned the best program, "What time he does. "
The new Museum of the twentieth century in Milan that has welcomed 200,000 visitors in its first month of opening! All have left the house and put himself in line! Tell
please those who think that only 5 Sunday with Barbara d'Urso be popular.
I allowed myself to write with Lele Panzeri Tele + in a commercial for some time ago: "Seeing beautiful things makes us more beautiful. Listen clever things make us smarter. "
When you understand that intelligence is a popular feature, rather than the imbecility its counterpart, then we can produce all of them communicate more intelligently.
And perhaps help to become a people smarter. (And then more serious? And then more ethical? And then?)
Why intelligent communication is capable - a miracle! - Creating a link between brands and people, perhaps for a long time, because the values \u200b\u200bat stake are no longer just "like" and "makes me laugh," but also "respect," "admiration", "love." At the bottom are the feelings with which we take one night of sex or get married.
Raise your hand if the customer does not want its customers tested with these sentiments for its own brand.
It can be done.
(though certainly not with the beat of the bar from the 60s or with families improvising a musical foiled when the mother has the balls on the table)
And I conclude, just to impertinence towards the hospitality
THE PRESS
Mind you, as well as cinema, literature and advertising, printing industry is not all the same and you can not generalize.
But to read our press we are all heroes who do wonderful things and shovel money.
Dream read more of facts, phenomena and people told by themselves.
I read the editorial Sagone beginning of the year and I would go to him to propose to marry me.
you feel the need for a pen that witnesses the reality of phenomena and their dynamics.
I have a lot of questions to which I responded that our press.
Because what is gone, because those are not quite so good success, because those other so obviously unable to churn out an invisible campaign after another, because with that they throw so much money public campaign, because if that famous person does not write under "this is a campaign for xxx" no one understands him but they do one project after another, because that puts the customer back in the race after the brand that his agency has given so much value (I would too)?
investigating, asking around, asking the players and the boys at the bar (they know the guys from the bar!), calling on the deck of command but also in the engine room.
I think the trade press could play a key role in a duemilaundici better. Telling, measuring, comparing, revealing always keeping in mind the goal and the road: improving communication, for a better economy, a better country.
Andrea Concato
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