As a Marketing Manager, Advertiser, member of the Board of Directors of INPUB, whatever the descriptor or title you want to use, I could not agree more with this paper that you have been developing over time.
Those of us who live this industry with intensity have been making the mistake year after year, for a long time now, of allowing the industry to manage a double discourse towards the consumer, towards the media, towards its competitors (Agencies), towards the national and international creative community, towards everyone.
And in this we are responsible all the participants in this process, we the clients for allowing our agencies to use our most valuable assets (our brands) in a tactical way with “One-Shot” advertising pieces that seek nothing more than the participation of the same in x or y contest, and also as the Agency will pay the guideline or part of it there is no problem, what a serious mistake we make and to which we have lent ourselves!
Agencies are responsible because they put before the primary strategic objective of their nature which is the construction of brands in the minds and hearts of consumers, in pursuit of the search for a statue, statuette, scroll, plaque, title that can be placed generally in the most visible place of their offices to impress us their clients and that at the same time allows them the day of the award to live a night of glory in front of their “so dear and not so dear” colleagues. The next day after having lived the glory, what sensations apart from the physical effects caused by the late night and the known effects of spirits, how do you feel if the winning piece has been “TRUCHA” as you say, what makes us feel more bad?
The media are responsible because they are willing to accept the placement of these pieces in the most unlikely spaces, the pet supplement that circulates only in the Tucurrique area on Wednesdays, at 3 am on a Saturday when the target that is watching or listening to the program is far from the real target of the brand, in the POLO Magazine that circulates among the 32 polo players in the country! But above all, the media and media chambers that promote the contests are responsible for accepting these “One-Shot” proposals, for accepting these “swallow” pieces that, without a doubt, the winners are extraordinary, honor to whom honor is due, but that do not play any strategic role in the construction of the brand.
Yes Jorge, we are all responsible and only in forums like these, we can leave aside our day and day and think about how we can better dignify our brands, GO FORWARD and not a step backwards.
A hug
Isidro