{"id":7513,"date":"2019-08-22T12:32:56","date_gmt":"2019-08-22T12:32:56","guid":{"rendered":"https:\/\/www.minio.ro\/?p=7513"},"modified":"2022-09-20T20:36:43","modified_gmt":"2022-09-20T17:36:43","slug":"ce-este-strategia-publicitara-la-minio-si-de-ce-solutiile-nu-sunt-problema","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/ce-este-strategia-publicitara-la-minio-si-de-ce-solutiile-nu-sunt-problema\/","title":{"rendered":"Ce este strategia publicitar\u0103 la Minio \u0219i de ce solu\u021biile nu sunt problema"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]<strong>Autor: Cristiana Pan\u0103<\/strong><\/p>\n<p>At\u00e2t strategia, c\u00e2t \u0219i crea\u021bia, \u00ee\u0219i propun s\u0103 realizeze o realitate nou\u0103 pentru brand: strategia caut\u0103 relevan\u021ba \u0219i eficien\u021ba pove\u0219tii, iar crea\u021bia \u00eei d\u0103 vibe-ul acela irezistibil. \u00cens\u0103, dac\u0103 p\u00e2n\u0103 nu de cur\u00e2nd agen\u021biile de publicitate erau creative-driven, dinamica business-urilor locale, dar mai ales globale, au determinat orientarea brandurilor c\u0103tre agen\u021bii care le \u00een\u021beleg nevoile de business \u0219i care pun bine \u00een balan\u021b\u0103 raportul creativitate- ROI.<\/p>\n<p>Tocmai pentru c\u0103 suntem o companie cu antreprenoriatul \u00een s\u00e2nge, acord\u0103m foarte mare aten\u021bie proceselor, bugetelor, informa\u021biilor, tendin\u021belor, concuren\u021bei \u0219i indicatorilor de afaceri \u00eenainte de a livra o solu\u021bie creativ\u0103. De aceea, la Minio nu vorbim despre crea\u021bie versus strategie, ci despre creativitate strategic\u0103. Practic, strategia este filtrul prin care trecem orice proiect \u00eenainte de a-i face cuno\u0219tin\u021b\u0103 cu crea\u021bia.<\/p>\n<p>Suntem consumer-centric. A\u0219adar, strategia este important\u0103 \u00een Minio pentru c\u0103 ne dorim s\u0103 livr\u0103m campanii care sunt relevante pentru consumatori, care le rezolv\u0103 probleme reale. Mix-ul perfect dintre nevoile brand-ului \u0219i cele ale consumatorului sunt acel \u201d sweet spot\u201d pentru noi, de aceea ne dedic\u0103m energia s\u0103 g\u0103sim solu\u021bii creativ strategice care s\u0103 uneasc\u0103 gap-ul dintre branduri \u0219i consumatori.<\/p>\n<p>Pentru c\u0103 o strategie bun\u0103 nu \u00eencepe numai de la o idee bun\u0103, ci de la o problem\u0103 bun\u0103 de rezolvat, orice brief care vine \u00een agen\u021bie are un flow specific.\u00a0 Echipa este \u00eencurajat\u0103 s\u0103 foloseasc\u0103 g\u00e2ndirea strategic\u0103 \u00eenc\u0103 din etapa de debrief. Mai precis, fiecare brief trece printr-un pipeline denumit intern UNDESTAND \u2013 RESEARCH- IDEATE- CREATE \u2013 DELIVER. Asta ne ajut\u0103 s\u0103 \u0219tim exact \u00een ce etap\u0103 suntem, s\u0103 ne asigur\u0103m c\u0103 avem toate r\u0103spunsurile \u0219i resursele \u00eenainte de a \u00eencheia o etap\u0103 \u0219i de a trece \u00een alta.<\/p>\n<p><strong>UNDERSTAND<\/strong><\/p>\n<p>Baza care se seteaz\u0103 la \u00eenceputul proiectului este esen\u021bial\u0103 pentru o solu\u021bie de calitate. Dac\u0103 aceast\u0103 etap\u0103 este tratat\u0103 superficial, probabilitatea ca acea solu\u021bie s\u0103 fie tratat\u0103 din unghiul gre\u0219it este foarte mare. De aceea, aceea etapa de Q&amp;A \u00een baza briefului ini\u021bial este esen\u021bial\u0103. Challenge-uirea brief-ului este \u00een ADN-ul echipei pentru c\u0103 doar a\u0219a ne asigur\u0103m c\u0103 rezolv\u0103m problema corect\u0103.<\/p>\n<p><strong>RESEARCH<\/strong><\/p>\n<p>F\u0103r\u0103 datele corecte despre consumator, trenduri, obiceiuri de consum, segmentarea corect\u0103 \u0219i stabilirea unei priorit\u0103\u021bi \u00een diseminarea pove\u0219ti risc\u0103m s\u0103 oferim campanii irelevante sau enervante pentru consumatori care se trezesc brusc \u00een fa\u021ba unei reclame care nu este pentru ei. \u00cen cazul \u00een care nu avem date, recomand\u0103m pe c\u00e2t posibil s\u0103 facem organizarea unui studiu preliminar \u00eenainte de a trece \u00een etapa urm\u0103toare.<\/p>\n<p><strong>IDEATE<\/strong><\/p>\n<p>Partea de idea\u021bie, de dezvoltare a ideilor, este \u0219i ea trecut\u0103 prin filtrul strategic. \u00cen func\u021bie de problema pe care vrem s\u0103 o rezolv\u0103m decidem tool-urile creative, modalitatea de abordare a brainstorming-ului \u0219i echipa participant\u0103, tocmai pentru vrem s\u0103 ne asigur\u0103m c\u0103 folosim unghiul corect \u00een abordarea obiectivului din brief.<\/p>\n<p><strong>CREATE &amp; DELIVER<\/strong><\/p>\n<p>\u00cen partea de crea\u021bie, strategia face echip\u0103 cu crea\u021bia s\u0103 urm\u0103reasc\u0103 c\u0103 solu\u021bia creativ\u0103 vine \u00een \u00eent\u00e2mpinarea rutei corecte de comunicare \u0219i s\u0103 se asigure c\u0103 nu livr\u0103m ceva ce are doar sclipici, dar nu \u0219i esen\u021b\u0103.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text]Autor: Cristiana Pan\u0103 At\u00e2t strategia, c\u00e2t \u0219i crea\u021bia, \u00ee\u0219i propun s\u0103 realizeze o realitate nou\u0103 pentru brand: strategia caut\u0103 relevan\u021ba \u0219i eficien\u021ba pove\u0219tii, iar crea\u021bia \u00eei d\u0103 vibe-ul acela irezistibil. \u00cens\u0103, dac\u0103 p\u00e2n\u0103 nu de cur\u00e2nd agen\u021biile de publicitate erau creative-driven, dinamica business-urilor locale, dar [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13651,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,208,570],"tags":[],"class_list":["post-7513","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-home","category-media","category-advertising-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - 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