Advertising

Global Agencies and Us When I transitioned from filmmaking to advertising, there was still a belief that only global agencies were truly authoritative. Back then, I was a filmmaker influenced by the Dogme 95 movement of Lars and Thomas, working with handheld 8mm cameras and creating MiniDV films that blended reality and fiction, challenging established genres and formats. Whether we were rebelling by calling ourselves the new storytellers or filmmakers from the third world with empty pockets, the reality is that this, combined with the democratization of audiovisual technology, transformed the film industry. Fortunately for independent creatives like me, the same transformation has occurred in the advertising market. It’s increasingly common to see at major festivals agencies that, much like we did in our youth by breaking cinematic norms, are now shattering conventions with colossal creativity, achieving impressive project outcomes that rival those of media giants. Thanks to viral phenomena in digital communities, we achieve campaign ROIs that no traditional planner could have predicted. In Latin America, while global agencies still dominate large budgets, there are those of us who dared to dream. Medium-sized and some large advertisers are now recognizing us independent creatives as talents willing to break the mold and think differently. We offer faster responses, personalized attention, and, though it’s hard to admit, lower costs. The most positive outcome is the contribution to an industry that primarily employs recent graduates. Many technicians, technologists, and professionals in design, audiovisual production, journalism, advertising, and digital marketing begin their careers in these agencies. The market has become more dynamic, and the challenge is to ensure quality, well-paid employment, and to provide young professionals with attractive growth opportunities. It’s also fair to acknowledge that some colleagues, in their pursuit of accounts, have destabilized the pricing market. Certain advertisers exploit this chaos by imposing their own hiring conditions, particularly with problematic payment terms and undervaluing ideas.

Butterfly Advertising It may sound irreverent, but this analogy I came up with a few years ago remains the most fitting way to describe the advertising strategies that we at “ODR Group” are committed to avoiding. Imagine a butterfly fresh out of a fairy tale. As it unfolds its wings, everyone praises its beauty, but when it’s time to fly, without a fixed direction, we never know where it will end up. Worse still, it’s destined to die within 24 hours. I invite you to distinguish between effective advertising and “butterfly” advertising. Next time you see an ad, don’t judge it solely by its beauty. Check if it truly fulfills its communication objective. Otherwise, it’s destined to be ineffective beyond its aesthetic appeal. Look carefully and don’t be deceived, as there is a lot of butterfly advertising fluttering around…

“With quality! Even messing up requires quality.” I learned this explicit phrase from my father. At first, I didn’t understand it, but once I started making mistakes, it all became clear. In this business with so many facets, we depend on external providers, market conditions, people’s moods, national realities, and even the weather. With so many variables, you’re never immune to making a wrong decision and occasionally messing up. However, when you’re convinced that what you’re doing, you’re doing with “quality,” the mistake won’t be as severe, and you’ll likely find a way to correct it with dignity.