Shakira

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.

The Data Trap At ODR Group, we know several people who spend a fortune on data and think that’s all they need to achieve success. They’re sorely mistaken… To illustrate, data-providing companies are like radiologists. They use advanced technology and machines to deliver accurate diagnoses. Great! But a diagnosis doesn’t cure the illness! For that, you need a specialist who can correctly interpret the diagnosis, even spotting any errors in the machine’s settings. This expert, by understanding the medical history, comparing it with the patient’s emotional state, and conducting a clinical analysis, prescribes an effective treatment to cure the illness. At Agencia Pópuli, we value and interpret the diagnoses provided by data, but we always cross-check them with the patient’s “clinical profile” to develop the most effective strategy for addressing communication and marketing challenges. So, beware of data—it’s just a diagnosis, not the treatment. Don’t fall into the trap!

A Leader Needs to Know When to Let Go As I’ve taken on leadership roles at the agency, I’ve had to learn to relinquish a lot of control. Back when I handled everything myself, I was used to doing things my way. But growing ODR Group meant I had to delegate and place my trust in others. It was a tough adjustment because giving up the idea that “no one can do it better than I can” means embracing others’ viewpoints, putting aside my ego, and sometimes overlooking minor details I might want to change, either due to lack of time or because it’s not necessary. Eventually, I realized that others can do things just as well and sometimes even better. This helped me discover amazing talents who contribute significantly to our work. Letting go of control was worth it because it helped me develop as a team leader.

BLOG Shakira’s Labor Reform In her latest song, the world’s most influential Colombian singer continues her masterful style of social critique, moving her hips and singing lyrics that voice the silent cries of millions of exploited workers. She also weaves in sharp personal jabs with creative flair, which have proven highly profitable. Beyond the musical headlines, it’s worth highlighting that an artist from our region is capable of touching on sensitive issues and sparking social debates in a music scene often dominated by shallow trends. Tackling significant issues while remaining commercially successful is a challenge that only true artists can achieve; the rest are merely singers. Being an artist means understanding the societal role they play, and Shakira consistently demonstrates her commitment to this through her actions. Her songs have taught us the importance of education, questioning social inequalities, corruption, and the loneliness that plagues young people. In her recent releases, she has focused on empowering women. In “El Jefe,” she uses a modern narrative with colloquial language and insults that, beyond being merely crude, express rebellion. At its core, the song calls for equal rights for immigrant workers. While the context of the song and video highlights the injustices in developed countries, it also applies to our societies, where feudalistic labor practices still exist. With direct criticism, the song portrays exploitative bosses enjoying themselves while their employees work tirelessly. Shakira and Fuerza Regida dramatize the fundamental rights of the most vulnerable workers, highlighting alarming statistics recently reported by the International Labour Organization (ILO): 50 million people worldwide are victims of modern slavery, with 1 in 4 victims being a child. Women earn 23 percent less than men for the same work. More than 40% of the world’s population live in countries without conventions that allow freedom of association and collective bargaining (unions). These reflections resonate with the national discourse on an impending labor reform aimed at improving workers’ rights amidst concerns about its impact on productivity. https://www.youtube.com/watch?v=7oTlx5YC2P4