Tuesday, January 8, 2008
Scale Lows 4 Sale Jervies
Gustavo Rodríguez director de Toronja.
La publicidad no es tan importante.
LOS PUBLICITAS SOMOS LOS QUE INVENTAMOS FESTIVALES PARA PREMIARNOS LOS UNOS A LOS OTROS, HACEMOS REVITAS PARA APARECER Y CRREMOS QUE LA PUBLIDAD ES IMPORTANTE Y ESO NO ES ASÍ POR QUE LA PUBLICIDAD ES UN AGENTE DE CAMBIO. CON ALEGRÍA VEO QUE LOS JOVENES ESTAN CAMBIANDO ESTO.
By: Xavier Lagos two years ago there were five people in a garage working on a pilot project called freshly Grapefruit. Gustavo Rodriguez after 18 years of traditional advertising did not want to repeat the menu, great syllabus in this item not satisfied. Along with his par Sandro Ventura, a sociologist equally bitter with what they were doing, were proposed to combine business and creativity of a knowledge of the reality of another. The premise: To communicate to bring change and not return to do the same as before. What goes Grapefruit market expectation ? The initial premise was to avoid mistakes of the past. My partner and I came from different worlds. I for one very creative but loosely connected with reality and he attached but little creative enough in their discussions. I put together our experiences to offer a more comprehensive communication. What contain the term integrated communications? is looking at the problem of communication from a balloon, so you can tell what kind of strategies and tools you can take to achieve goals. To say if you come with a problem of the high Andean zone with a mining company, are not going to solve it with an advertising campaign. There are many ways possible to address these problems. We have attached a palette of options. Maybe the team with which account? If, in our ranks there are people who not only dedicated to communications, but are also researchers, sociologists, anthropologists, artists. For us it is a treasure to have someone who is an engineer and design time, not an impediment, rather enriches our work. How is this equipment? We are divided into areas, each area has competent people to achieve the objectives. The image is in case, consulting, advertising. Here, even the heads of the technical areas, we have a many interesting financial great social vocation. That is the profile of a member of Grapefruit many skills communicability. somehow that does social vocation, is guiding the work of Grapefruit? the company's philosophy, is given by the founders. We believe that Peru can make money while you generate your environment. It's not hard. The responsibility needs to be felt, not to speak of lip service. Even in the most frivolous messages can contribute something.
How is that, if the priority of the message is commercial? Last year we campaigned for a restaurant, the restaurant we link creativity with the creativity of a Peruvian artist. Each image was sponsoring the creativity of an artist and how to how to interpret a plate. Not only you gave to know the restaurant and say come here, but you gave to know the artist and was the most frivolous. There we made a work tour. You mean we do not require display sexually explicit, bigoted to notice us? One associates the advertising done to attract attention, because if you invest and no notice has not advertised. The real challenge is the evolution of calling attention, as you build harmony and does not contribute to morbidity, to destruction how easy. Can you give importance to announce before the message? Advertising is so important. As a student and we are excited to see our ads in the media and seeing the light of time that is nonsense. We are marketers who believe that is important. We only read magazines and contests to reward one another. And that's not so advertising can be an agent of change. Now I see with joy that there are young people who are changing this.