“Disorganized media and advertising clients” This post may sound relevant to media, brands and agencies only. However, for those who are not in these sectors, isn’t it true that we want better advertising, better brands, more value for our money? Who wants more of the same? Why not more and better?
The truth is that advertising clients, media and agencies had an era of organization, dialogue and understanding that led to improvements, development and expansion. However, today, advertising clients and the media do not have forums, associations or organized union representation.
Founded in 1972, the National Chamber of Advertisers operated successfully for many years. Its contribution was key in the commercial dynamics of the country, since it represented advertisers, that is, those who have commercial brands present in the market. Unfortunately, it ceased to operate.
On the other hand, the National Chamber of Communication Media was dissolved at the time and disappeared that instance that served the purpose of representing all the media in Costa Rica. The interests of some, as I understand, put an end to an organization that today would have proven its value. In the sector, Canara seems to be the exception.
The only part of that organized trilogy that still exists is the successful and thriving continuation of ASCAP, the Costa Rican association of advertising agencies, which today is called Comunidad de Empresas de Comunicación Comercial. Its contribution is fundamental and its contribution grows year by year, as evidenced by the encouragement of creative talent of all ages. Comunidad is a representative of Cannes Lions and Effie, for its attention to creativity and effectiveness in results. Today it is an association open to all types of communication companies and organizes the renowned Volcán Festival.
Along with other companies in the various disciplines of commercial communication, it seems that only advertising agencies consider valuable their own organization, the encouragement of their talent and the construction of solid pillars in their contribution to commercial brands. Advertisers are disconnected from each other and the media ignore the benefits of integrating for common purposes.
With the speed of change we are experiencing, I dare say that advertiser and media clients suffer the most severe lag. Their level of outdatedness is severe and because of their isolation, they do not generate the value contributions that they could deliver to the community in which they do business. Therefore, the media has a lot of the same old stuff and still little innovation.
The exception in media worthy of mention, applause and recognition is precisely the one created by Grupo Nación, being the great sponsor of the Young Lions Competition organized annually by Comunidad. Thanks to its generous contribution, dozens of young Costa Ricans have lived the Cannes experience and have grown in their professional development.
Otherwise, agencies beat the mud without the organized support of media and advertisers. The owners of brands and the means to promote them, whether executives or entrepreneurs, took a passive position and with this, we lost momentum and gained sectors lagging behind in their necessary evolution.
I leave here an invitation to retake their necessary organizations. It is urgent and important to think collectively and act with speed in the development of national talent. Agencies, media and advertising brands must work in harmony for growth and expansion. The times demand it.
How can we help? In the meantime, here is an inspiring Spanish showcase, where media, advertisers and agencies come together to grow. It’s Attraction MediadesdeMadrid.
The example is there for all to see. Brands, media and agencies can make a difference. People will appreciate it.
We win more if we all win.