Changing challenges and positioning
Advertising and communication professionals have their sights set on the future while working with the present. Trends overlap and evolve. One of the novelties of 2019 that will continue to expand is the social positioning of the brands, which are committed and take sides.
In the coming years, this positioning will coincide with greater scrutiny by buyers, who do not tolerate double standards and penalize hypocrisy more than inaction. We can no longer count on established and consensual schemes that have defined the profession for so many years.
We should definitely banish the phrase “it has always been done that way.” That expression destroys creativity.
I consider it crucial that we learn to look around. Hyperconnectivity lets us know what other actors do. If we analyze their initiatives and the positive or negative results of their actions we can obtain a lot of information.
Learning is basic. And on the other hand, we should definitely banish the phrase “it has always been done that way.” That expression destroys creativity. And that “always” no longer makes sense in a fluctuating picture. The key to the future is to innovate in creativity, be daring, be disruptive and not be afraid to leave the most classic.
Like brands, communication strategists must get wet and position ourselves in the creative field and lose the fear of taking risks.
* The author, Àlex Marquina, is the director of Brand Strategy of the Catalan Corporation of Mitjans Audiovisuals de Catalunya and vice-dean of the Col·legi de Publicidadis and RP de Catalunya