The message in this video is incomplete. It is not only to keep advertising and continue to invest, but to do so in a creative, outstanding, engaging, winning way. The video, of course, is eloquent and powerful in reminding us that it’s time to win if you keep advertising.

Fortunately, in this global crisis, it is in the creative advertising agency that several vital ingredients are found to overcome the global crisis and emerge among the winners, and among these, the very essence of our business: creativity. However, many could be under the illusion that they just need to keep advertising, and therefore fall into the error of thinking that they can continue it even if it is not creative, relevant and seductive.

At the creative advertising agency, precisely because we are creative, we have trained ourselves for years to break with established patterns, to legitimately think outside the box, to exercise courage, daring, innovation and every resource in the search for new avenues. To achieve greater impact, attract and connect brands and people, in Tribu for example, we have focused for years on an emotional, relevant and close approach, convinced that in times like these, brands that inspire loyalty over particular circumstances, own specifications or temporary promotions will be better off. For this reason, we believe that Lovemarks proposes a direction that today is more important than ever, and even in this avenue, it will not be effective without a decisive creative bet, because nothing is more expensive in advertising than going unnoticed.

Now that advertisers are resorting to the conventional resource of cutting advertising budgets, what is advertised must be more creative, for the simple reason that it is imperative to be with a more attractive proposal, of greater impact and capable of yielding several times more than the reduced investment in media. In good times, traditional advertisers have had the luxury of doing more of the same, of being conservative and resembling their competitors, despite our insistent recommendation to break parity. However, in the current conditions, those who understand that they will have to invest more boldly in brands that are innovative, courageous and truly appealing to the consumer will succeed. More than ever, valuable brands will prevail, and will advance even further in times of crisis by focusing on innovation, as a brand that takes the lead at Lovemark must do.

For this reason, creative advertising agencies will overcome the crisis by contributing our ideas, our groundbreaking proposals and our courage to innovate. Precisely, we creative agencies will deliver what an in-house subordinate, immersed in a line structure and hierarchy, will never be able to provide, what the free-lance will never do, what the free-lance of tread and run, those who bring formulas or recipes, or the manager pressured by an immediate result, even if it is temporary, will never do. Creative agencies, therefore, are possibly the only ones trained, prepared and equipped to sustainably provide a value that is scarce in conventional structures: creativity. Even so, there will be no shortage of those who will choose to ignore it, and thus become an easy target for brands that do choose to be creative.

If at some point the advertiser has been able to afford to go unnoticed with its advertising, making use of more dollars invested in the crude concept of the greatest advertising noise, in these times it is clear that it will be prohibitively expensive, unless they have enough to throw away. For this reason, in crisis and in bad times, creativity becomes the most needed added value and fortunately, the variable that abounds in the best advertising agencies of the country.

And which are these agencies? Those that dare, those that compete, those that demonstrate their creative level, those that fight and present their work in all scenarios, those that persevere, those that do not stand idly by and take risks or expose themselves. In Costa Rica there are not many of them, and for this reason, they are visible to all.

In bad weather, creativity.