If it were not for La Nación, the past Volcán Festival would have gone completely unnoticed in the mass media. Neither Teletica Canal 7, nor Repretel, I never see it, nor Summa or Monumental, nor La República or La Extra have even decided to support ASCAP in its fight for the country’s creativity, which in turn, is business for the media as two and two add up to four. Okay, or even 8 or 10.
On the contrary, La Nación published 4 pages in its special Somos Célebres (Hay Link?) and added an extensive article in the Viva section. It also gave space to a column by José Fco. Correa where he enhanced the news with analysis and a personal vision. The creative competition between agencies and commercial communication companies is of great public interest and has great news value. On its own, the Volcano is news and La Nación does not ignore it.
Moreover, thanks to the investment made by Tribu DDB, the first two duos went to Cannes to compete in Film. Then the contests started, there were two and then there have been three pairs in Cannes, however in these cases, because of the decided and relevant sponsorship in euros made by La Nación, as well as minor contributions from other agencies and media. Said as it is, the Young Lions has been possible thanks to the support of La Nación, for its vision and deep understanding of the business. Their contribution is economic, it is in coverage, they add space in their pages and dedicate time, resources and attention, because they understand its importance.
Of La Nación I could not stop writing and adding paragraphs to highlight its virtues, as a company, as a media, as an influencer and platform to shape society. I could also note dozens of flaws and areas for improvement, as in any company, but La Nación stands out as an exemplary and remarkable private institution of the national endeavor. I admire them; I am a fan of Mariela and Yanancy. Their support and commitment doubles ours and makes us one in this mission with no foreseeable ROIs or estimable pay-back.
Their business vision understands the importance of creativity, they know that if print ads are more creative, their product is better. They understand that if instead of dozens of retail ads, all the same, we had pieces of commercial entertainment, of intentional persuasion, of surprise or daring, people would spend more time with the newspaper in their hands, or on their page on the screen.
It must be because of all this and so much more, that like no other media in the country, La Nación is going to organize its 30th Pregonero de Bronce at the end of the year. Three decades. They did it the first year, then the second, then the third, continued with the fourth, and then the fifth, sixth, seventh, eighth, ninth, tenth, then the tenth first, tenth second, tenth third, tenth fourth, and the fifteenth as well. It is easy to say 30, and if you do not remember what it implies, this paragraph could be shorter, because then they followed with 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29 and now soon the 30 of long tablecloths and great honors.
La Nación, like no other company or institution in the history of the country, has done its own to stimulate advertising creativity, encouraging young talent and creating important spaces to do so. From an editorial and commercial perspective, La Nación understands and sets the standard with its determination. Hopefully many other media outlets will come to see it the same way, and join in turning Costa Rica into a cluster of formidable creative agencies standing out in the country and in the world as well.
To finish admiring La Nación, this is the only media company that plays clear in the commercial field, with the rules on the table, orderly and without rebates or royalties, without commission reductions or bonuses under the table. Those who do business with La Nación know the territory in which they are playing, without any twists and turns. Thus, La Nación is also today the patron and launching pad for Costa Rican creativity, decisively supporting ASCAP, the association of agencies that focused on the essence of the business with no fear, even if they say what they say.
As part of my thanks and applause, I invite La Nación to open spaces for people to know more about what happens in the advertising life, to publish more news of the results in international competitions. Costa Rican agencies are achieving what was never dreamed possible, it is news of great public interest and its publication is often omitted. We invite Yanancy Noguera to consider more coverage for Costa Rican creatives competing in the world, as well as the companies that promote them. A weekly section perhaps? A weekly column? You tell us and we’ll start writing.
A weekly section could be a space of even greater interest. The creatives themselves would prepare it, feed it and turn it into a forum for growth, impulse and innovation. There is plenty of material, which will surely provoke more reader interest, loyalty and follow up. The creative movement continues and will soon go to Fiap in Buenos Aires, then to Cannes, then Antigua and many more places.
I write this message with my most sincere thanks to La Nación, in particular to Manuel Franciso Jiménez and Daniel Robert, very especially to Yanancy Noguera, Armando González, Julio Rodríguez, Doriam Díaz and lastly, to the one who has made an important contribution in every sense, Mariela Rodríguez, a driving force and convinced of the importance of stimulating the country’s creativity.
Cheers!
