{"id":3835,"date":"2018-06-27T00:00:31","date_gmt":"2018-06-27T00:00:31","guid":{"rendered":"http:\/\/aoki.select-themes.com\/?p=3835"},"modified":"2022-09-20T20:12:09","modified_gmt":"2022-09-20T17:12:09","slug":"viata-intr-o-agentie-de-publicitate-prin-ochii-unui-head-of-strategy","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/viata-intr-o-agentie-de-publicitate-prin-ochii-unui-head-of-strategy\/","title":{"rendered":"Via\u021ba \u00eentr-o agen\u021bie de publicitate prin ochii unui Head of Strategy"},"content":{"rendered":"
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[vc_row][vc_column][vc_column_text]Publicitatea merge mai departe de reclamele pe care le vedem pe micile ecrane \u0219i peste tot \u00een jurul nostru. Unii ar spune c\u0103\u00a0totul<\/em>\u00a0este publicitate. Cu siguran\u021b\u0103, cu to\u021bii am \u00eent\u00e2lnit m\u0103car o dat\u0103 \u00een via\u021b\u0103 un om care zicea c\u0103 e la facultatea de publicitate \u0219i am tins, \u00een necuno\u0219tin\u021b\u0103 de cauz\u0103, s\u0103 credem c\u0103 tot ce vrea e s\u0103 apar\u0103 \u00een reclam\u0103, nu s\u0103 le creeze. Bine\u00een\u021beles, nu a fost nimic mai mult dec\u00e2t un mit al unui neofit. \u00cen spatele oric\u0103rei reclame se ascunde o \u00eentreag\u0103 echip\u0103 care \u00ee\u0219i pune resursele la dispozi\u021bie.<\/p>\n

Dar ce \u00eenseamn\u0103 cu adev\u0103rat o agen\u021bie de publicitate \u0219i cu ce e diferit\u0103 fa\u021b\u0103 de una de rela\u021bii publice sau un departament de marketing? Despre diferen\u021bele care exist\u0103 \u0219i spargerea miturilor legate de ele, afl\u0103m mai jos de la Cristiana Pan\u0103, Head of Strategy la Minio Studio.<\/p>\n

Publicitatea este un domeniu vast care poate fi des confundat cu domeniile convexe (marketing, rela\u021bii publice). Ce ar trebui s\u0103 \u00een\u021beleag\u0103 oamenii c\u00e2nd aud despre o \u201eagen\u021bie de publicitate\u201d?<\/strong><\/h4>\n

\u00centr-adev\u0103r, toate sunt interconectate, iar linia distinctiv\u0103 dintre ele este greu de definit pentru un ochi neformat. \u00cens\u0103, consider c\u0103, dac\u0103 suntem cu adev\u0103rat aten\u021bi se vede clar rolul fiec\u0103ruia. Desigur, sunt multiple interpret\u0103ri. P\u0103rerea mea este c\u0103 marketing-ul este povestea din spatele unui brand, publicitatea este vocea \u0219i tonalitatea prin care povestea este spus\u0103, iar rela\u021biile publice sunt acea portavoce care amplific\u0103 \u0219i canalizeaz\u0103 cele spuse de brand \u00een direc\u021bia potrivit\u0103 \u0219i la volumul corect. Agen\u021bia de publicitate este primul ambasador de brand, acea persoan\u0103 care \u0219tie ideea creativ\u0103 care va convinge consumatorul s\u0103 aleag\u0103 brandul respectiv \u0219i nu altul.<\/p>\n

Cum se desf\u0103\u0219oar\u0103 o zi normal\u0103 \u00een agen\u021bie?<\/strong><\/h4>\n

Ca \u00een realitatea oric\u0103rei industrii, normalitatea este relativ\u0103. Cu at\u00e2t mai mult \u00een publicitate unde se lucreaz\u0103 cu business-uri sensibile la mai mul\u021bi factori care le influen\u021beaz\u0103 rezultatele comerciale de la o zi la alta. Pot spune c\u0103 o zi normal\u0103 presupune acelea\u0219i taskuri repetitive (brief-uri, meeting-uri, test\u0103ri, prototipuri, feedback \u0219i bun de tipar), dar \u00eentr-un context tot timpul \u00een mi\u0219care \u0219i \u00een schimbare. Cum spunem noi, nu ai cum s\u0103 te plictise\u0219ti niciodat\u0103 \u00een publicitate. Faci generare \u00een timp real de idei sau schimbi industria.<\/p>\n

Ce implic\u0103 alegerea unui client?<\/strong><\/h4>\n

Clien\u021bii nu se aleg, clien\u021bii vin sau sunt identifica\u021bi datorit\u0103 chimiei pe care o eman\u0103 orice agen\u021bie. Nu cred c\u0103 exist\u0103 clien\u021bi nepotrivi\u021bi, a\u0219a cum nu cred c\u0103 nu exist\u0103 agen\u021bii nepotrivite. Poate doar o nepotrivire de chimie \u00eentr-un anumit context. Cred \u00eentr-o cultur\u0103 orientat\u0103 c\u0103tre oameni \u2013 human-centric, care porne\u0219te de la o chimie de lucru \u0219i de valori. O agen\u021bie de publicitate ofer\u0103 \u00een primul r\u00e2nd un seviciu, nu un produs. De aceea nu putem vorbi tranzac\u021bional, lucr\u0103m cu \u0219i pentru oameni \u0219i apoi pentru brandurile pe care le reprezint\u0103 ace\u0219tia. A alege un client pe baza unor criterii \u00eenseamn\u0103 s\u0103 fii mercenar, ori asta nu are nicio leg\u0103tur\u0103 cu profesionalismul, indiferent de domeniu.<\/p>\n

\"\"<\/strong><\/p>\n

Ce calit\u0103\u021bi ar trebui s\u0103 de\u021bin\u0103 o persoan\u0103 care \u00ee\u0219i dore\u0219te s\u0103 lucreze \u00een publicitate?<\/strong><\/h4>\n

Creativitatea, r\u0103bdarea, flexibilitatea \u0219i dorin\u021ba de a porni constant de la 0 sunt obligatorii, dar nu suficiente. Lista de calit\u0103\u021bi cred c\u0103 fluctueaz\u0103 \u00een func\u021bie de experien\u021ba \u0219i skill-urile native ale fiec\u0103ruia, dar \u00een cele din urm\u0103 ceea ce nu poate lipsi din arsenal, indiferent dac\u0103 e\u0219ti art, account sau copy, este capacitatea de a-\u021bi vinde ideea. Dac\u0103 ar fi s\u0103 aleg totu\u0219i, \u00een publicitate trebuie s\u0103 fii, \u00een primul r\u00e2nd, un bun om de v\u00e2nzare.<\/p>\n

Care este procesul prin care se trece p\u00e2n\u0103 ce o idee devine un concept real?<\/strong><\/h4>\n

Pentru a deveni concept, o idee trebuie s\u0103 fie suficient de relevant\u0103 \u00een contextul de pia\u021b\u0103 \u0219i pentru consumator. De aceea, dup\u0103 brainstorming, trebuie evaluat\u0103 prin intermediul obiectivelor stabilite \u00een brieful ini\u021bial (KPIs) \u0219i confruntat\u0103 destul de pragmatic astfel \u00eenc\u00e2t s\u0103 genereze cel mai bun raport \u00eentre valoare ad\u0103ugat\u0103 generat\u0103 \u0219i efort investit.<\/p>\n

Se \u00eent\u00e2mpl\u0103 vreodat\u0103 s\u0103 vin\u0103 un client cu o idee ce nu se poate realiza? \u00centr-un astfel de caz cum v\u0103 descurca\u021bi?<\/strong><\/h4>\n

Nu cred c\u0103 sunt idei care nu se pot realiza, poate sunt prea multe cerin\u021be \u0219i acolo trebuie negociat. Poate e prea pu\u021bin timp \u0219i acolo trebuie optimizat. Sau, poate c\u0103 pur \u0219i simplu nu exist\u0103 o experien\u021b\u0103 anterioar\u0103 \u0219i \u00een acest caz venim cu recomand\u0103ri \u0219i solu\u021bii care s\u0103 implementeze c\u00e2t mai mult din ce se dore\u0219te. Un \u201enu\u201d categoric nu ajut\u0103 pe nimeni \u0219i nu produce nici ceva constructiv, nici creativ. A\u0219adar, orice idee merit\u0103 adus\u0103 la via\u021b\u0103, trebuie doar s\u0103 g\u0103se\u0219ti o modalitate rezonabil\u0103 (care s\u0103 se \u00eencadreze \u0219i \u00een buget) care s\u0103 o aduc\u0103 la via\u021b\u0103.<\/p>\n

\"\"<\/strong><\/p>\n

C\u00e2t de important\u0103 este rela\u021bia dintre clien\u021bii vo\u0219tri \u0219i consumatorii brandurilor lor? Cum poate fi facilitat\u0103 o astfel de rela\u021bie prin intermediul publicit\u0103\u021bii?<\/strong><\/h4>\n

\u00cenc\u0103 de la \u00eenceputurile ei, publicitatea a avut ca rol livrarea de idei creative prin intermediul unor campanii de comunicare pentru branduri, astfel \u00eenc\u00e2t s\u0103 conving\u0103 consumatorii s\u0103 aleag\u0103 brandul respectiv \u00een defavoarea altor competitori. A\u0219adar, este \u00een ADN-ul oric\u0103rei agen\u021bii de publicitate s\u0103 g\u0103seasc\u0103 acele insight-uri, acele concepte creative care s\u0103 transmit\u0103 mesajul comercial \u00eentr-un mod c\u00e2t mai relevant pentru consumatorii finali. P\u00e2n\u0103 la urm\u0103, consumatorul final este cel care decide zilnic care e cea mai bun\u0103 publicitate prin fiecare achiziti\u021bie de produs sau serviciu pe care o face (online sau offline).<\/p>\n

C\u00e2t de greu este s\u0103 pune\u021bi pe picioare o campanie de orice fel?<\/strong><\/h4>\n

O campanie este un lucru complex tocmai pentru c\u0103 \u0219tim impactul pe care orice ac\u021biune de comunicare o are \u00een business-ul clien\u021bilor no\u0219tri. Fiecare campanie pe care o livr\u0103m, indiferent de complexitatea ei, este g\u00e2ndit\u0103 s\u0103 aduc\u0103 un plus de valoare \u00een rezultate pentru brandul respectiv, de aici greutatea cea mai mare: responsabilitatea de a livra campanii care s\u0103 aib\u0103 sens at\u00e2t din punct de vedere comercial, dar s\u0103 scoreze \u0219i emo\u021bional pentru consumatorii finali. R\u0103spunsul pentru toate acestea este munca de echip\u0103 pe care o face agen\u021bia cu clientul, sincronizarea eforturilor \u0219i a rezultatelor at\u00e2t \u00een intern (agen\u021bie), c\u00e2t \u0219i \u00een extern (brand, parteneri). S\u0103 fie toate pe acela\u0219i fir ro\u0219u \u0219i \u00een acela\u0219i timp nu este un proces u\u0219or, dar clar nu este un lucru imposibil.<\/p>\n

Cum defini\u021bi insight-ul?<\/strong><\/h4>\n

Insight-ul este acea parte a informa\u021biei care stabile\u0219te o leg\u0103tur\u0103 unic\u0103 \u00eentre target \u0219i brand. Insight-ul este un adev\u0103r puternic uman, valabil universal. Nu poate fi negat \u0219i este valabil pentru \u00eentregul target definit de brand. Realitatea pe care o suprinde este evident\u0103, \u00eens\u0103 modul \u00een care ea este exprimat\u0103 este unic, neconven\u021bional \u0219i creativ. Un insight corect este bine cercetat, foarte emo\u021bional, se poate sintetiza u\u0219or \u00eentr-o propozi\u021bie simpl\u0103 \u0219i nu este replicabil pe toate brandurile care opereaz\u0103 \u00een acea categorie de produse sau servicii.<\/p>\n

Care sunt pa\u0219ii \u00een realizarea unei campanii de publicitate?<\/strong><\/h4>\n

Primul pas este \u00eentotdeauna \u00een\u021belegerea problemei de business pe care respectiva campanie trebuie s\u0103 o rezolve pentru brand, iar acest lucru se poate realiza doar \u00een colaborare cu clientul. Apoi, vorbim de o serie de ac\u021biuni care presupune rezolvarea acestei probleme \u00een cel mai optim mod: research de pia\u021b\u0103, \u00een\u021belegerea targetului \u0219i al modului lui de operare (canalul \u00een care g\u0103se\u0219ti consumatorii), identificarea insight-urilor corecte pe baza c\u0103rora iterezi route creative pe care le explorezi \u00een branstorming-uri, identificarea ideii creative care livreaz\u0103 un concept creativ fezabil comercial \u0219i abia apoi deciderea asupra mesajului prin care vrem s\u0103 transmitem asta \u0219i felul \u00een care vrem s\u0103 facem asta (canale, resurse, buget etc).<\/p>\n

Toate acestea reprezint\u0103 doar faza de precampanie.\u00a0 Campania continu\u0103 apoi cu sincronizarea resurselor \u0219i feedback-urilor clientului \u0219i abia apoi trece la faza de implementare \u0219i execu\u021bie propriu-zis\u0103 (declin\u0103ri pe formate, antamare furnizori \u0219.a.m.d).<\/p>\n

\"\"<\/strong><\/p>\n

Pentru cei care \u00ee\u0219i doresc o carier\u0103 \u00een publicitate, \u00eei sf\u0103tui\u021bi s\u0103 fac\u0103 primul pas \u00eentr-o agen\u021bie mic\u0103 sau \u00eentr-o agen\u021bie mai mare? Care sunt avantajele \u0219i dezavantajele?<\/strong><\/h4>\n

Nu a\u0219 oferi variant\u0103 \u00een direc\u021bia asta, \u00eentruc\u00e2t este o decizie subiectiv\u0103 care \u021bine foarte mult de stilul de operare al fiec\u0103ruia. Nu exist\u0103 variante gre\u0219ite sau corecte, ci doar un job care \u021bi se potrive\u0219te sau nu.<\/p>\n

\u00centr-o agen\u021bie mai mic\u0103 avantajul principal ar fi flexibilitatea, o echip\u0103 dinamic\u0103 \u0219i sentimentul de familie, c\u0103 po\u021bi s\u0103 \u00ee\u021bi dezvol\u021bi un stil propriu \u0219i s\u0103 sim\u021bi direct impactul muncii tale \u00een rezultatele echipei. Dezavantajul ar fi resursele, clar. \u00centr-o agen\u021bie mic\u0103 trebuie s\u0103 fii o persoan\u0103 foarte descurc\u0103rea\u021b\u0103, foarte agil\u0103.<\/p>\n

\u00centr-o agen\u021bie mare, \u00een schimb, ai parte de toate beneficiile unui grup: resurse aproape nelimitate, \u00eenlocuitor \u00een echip\u0103 pentru aproape orice task, know-how istoric \u0219i a\u0219a mai departe. \u00cens\u0103, vine la pachet cu lipsa de agilitate a unei companii mici, cu proceduri stufoase, multe puncte de aprob\u0103ri \u0219i limit\u0103ri de flow, poate o dificultate mai mare de a te remarca \u00eentr-o echip\u0103 mult mai numeroas\u0103.<\/p>\n

A\u0219a cum spuneam, nu cred \u00een solu\u021bii universale, ci \u00een libertatea de a alege. Sfatul meu este s\u0103 experimenteze.<\/p>\n

Sursa:\u00a0<\/strong>https:\/\/bit.ly\/2KQAgVs<\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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Eius lorem tincidunt vix at, vel pertinax sensibus id, error epicurei.\t<\/p>\n","protected":false},"author":1,"featured_media":13619,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,208,230],"tags":[15,26,77,84],"class_list":["post-3835","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-home","category-media","category-culture","tag-advertising","tag-design","tag-technology","tag-web"],"yoast_head":"\nVia\u021ba \u00eentr-o agen\u021bie de publicitate prin ochii unui Head of Strategy - Minio Studio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/minio.ro\/en\/viata-intr-o-agentie-de-publicitate-prin-ochii-unui-head-of-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Via\u021ba \u00eentr-o agen\u021bie de publicitate prin ochii unui Head of Strategy - Minio Studio\" \/>\n<meta property=\"og:description\" content=\"Alienum phaedrum torquatos nec eu, vis detraxit periculis ex, nihil expetendis in mei. 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