few days ago, in a conversation we had on Facebook, Rafael Blasco - Creative Director Tapsa - told me he had visited my blog and had seen "little rusty." And encouraged me to update ... "With everything that you know!" He said.
I thanked him and also to promise that he would, he explained that one day I was angry with the advertising he saw on television, and had come to the conclusion that talking about "how wonderful it had been our publicity in the past "was not only a waste of time, but also an attitude of old: Advertising was before!
At my age, actually, I'm an old creative, but I can assure you I do not think that advertising once was better. The advertising was before, just different.
Because in advertising before, advertisers were betting on creativity as a tool of awareness and memorability.
before advertising was created based on a clear communication strategy.
Advertising of previously seen and commented on the street.
And finally, the advertising was previously held by advertising and advertisers senior, whose work was not just make a spot or squeeze a budget, but long-term brand building.
And today, in my opinion, things are very different.
I do not want to be pessimistic. I think now that we are not rich, now that we are not the best, now that the attention of our target purchase does not pass through GRP'sa kilo, I have hope that the publicity will draw The challenge that technology has put forward and will shake, come back on the road to communicate intelligently.
And speaking of back, back to Christmas. And with it, Freixenet again that, in turn, returns with the bubbles. Yes, after the experiment of Martin Scorsese in 2007 and, say, "by popular demand, returning to the bubbles, only this time, starring Gemma Mengual and her colleagues in the English Olympic team synchronized swimming.
do not know if last year's campaign, beyond the fame and awards, they worked in terms of image and sales. I really do not know. What I do know - and it is my opinion - is that the film of this year, created by JWT, directed by Howard and produced by Ovideo Greenhalg is technically and aesthetically wonderful. And if my old creative smell serves me correctly, I think that works better than the previous.
The video of this post is for the interview he did in What Idea!, José María Bonet, president of Freixenet, exactly four years ago. In it, we spoke with great pride, "advertising of genetics" that had characterized his family and his trademark for 90 years.
If after watching this interview, visit www.freixenet.es , Bonet we understand what you mean genetics.
Happy Holidays!
Share
