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Monthly Archives: October 2013
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Agentia Digitala A Murit. Concluzii dupa Internetics 2013
Acesta este lucrul consfintit aseara de juriul de la Internetics.
Putina istorie: acum 10 ani apareau primele agentii digitale adevarate, primele structuri care isi doreau independenta si se vindeau ca o oferta complet separata fata de agentiile mama, intr-o zona care abia aparea si se descoperea reciproc de catre comunicatori: digitalul.
Dupa acest moment a urmat entuziasmul si munca, momentele in care agentiile digitale au inceput sa creasca, sa se individualizeze si pozitioneze, sa isi mareasca echipele, sa creeze produse din ce in ce mai bune pe acest mediu, parand ca sunt cei mai dinamici si inovatori vectori ai publicitatii locale. Totul parea perfect si lucrurile aveau aparenta ca se anima intr-o alta parte, mai putin traditionala, a pietei. In acest context, Internetics-ul era festivalul care sustinea si se atasa acestor noi entitati, recunoscand inovatia in comunicarea digitala.
Din pacate, incepand cu 2009, lucrurile au inceput sa isi schimbe cursul pentru noii veniti. Criza i-a afectat in primul rand pe ei, entitatile cu vechime de 3-4 ani nu avusesera timp sa se osifice, sa creasca echipe si sa isi cultive o cultura proprie, oamenii erau din ce in ce mai scumpi, veniturile din ce in ce mai mici, munca, mult mai complexa decat in agentiile mama, per total, pariul din ce in ce mai riscant si lipsit de performanta in produsul final. Agentiile digitale erau prea tinere pentru a face fata crizei. Incepeau anii supravietuirii si compromisurilor.
Intre timp, agentiile mama lucrau la propriul model de supravietuire. Si asa cum vedem de doi ani, acest model include masiv digitalul. Iar acest lucru este determinat esential de felul in care functionaza acum comunicarea: ideea trebuie sa lucreze across medium si prin multitudinea de ecrane. Digitalul se imbina cu traditionalul, intr-un produs de o factura si dimensiune diferite.
Aseara, o parte a agentiilor digitale au semnat capitularea. Capitularea in principal in fata conditiilor economice, in fata lipsei de resurse dar si in fata revansei agentiilor mama. Asta in cazul in care nu sunt decat, pur si simplu, ipocrite. Este clar pentru toata lumea ca Webstyler, the undisputed leader 10 ani la rand, se ascunde in fustele GMP-ului si MRM semneaza unde trebuie sa semneze pentru McCann. Este la fel de evident ca toti ceilalti, care fac digital independent si fara suportul masiv in media si PR al marilor agentii, se vor alege de acum incolo cu nominalizari si niste mici sclipiri pe la 4-5 categorii. Interneticsul nu mai este pentru ei.
Noi am crezut in puterea independentei de la bun inceput. Independenta in sensul de digitally led campaigns, nu in acela de campanii pur digitale. Ieri am avut 7 nominalizari si am luat doua premii.
De vreo doi ani insa, regulile jocului s-au schimbat si cel mai probabil va trebui sa gasim o cale sa ne adaptam noilor conditii: agentiile mari o sa invete digital si vom vedea din ce in ce mai multe campanii “mari”, va continua jocul acesta dual intre cine ce a facut pe diverse campanii, de regula, amandoua entitatile tragandu-si merite in functie de conjunctua si public, ideea va fi exploatata in toate modurile posibile, de cele mai multe ori chiar si cele imposibile.
Problema este insa putin alta. Noile reguli inseamna si faptul ca nu mai sunt reguli: agentiile se promoveaza pe ele si nu mai cresc branduri. Se copiaza campanii, se inventeaza campanii, se umfla 360-urile, studiul de caz a devenit parte din stuntul de campanie, media tine loc de performanta si din pacate, pentru toate acestea, juriile par formate din niste studenti care aplauda dupa ce se termina filmul de prezentare: “vai ce tare a fost asta….”
Decaderea Imperiului Pamantean
Cand studiam Istoria Imperiului Roman prin clasele gimnaziale cred, nu puteam intelege cum de s-a putut prabusi o astfel de structura. Pur si simplu nu intelegeam cum un sistem ajunge sa devina nesustenabil si sa implodeze, odata ajuns in culmea maretiei, odata acumulate toate datele in masura sa-l mentina si sa-l faca mai puternic.
Am trecut de naivitatile de atunci, cumva spre cealalta extrema. Acum mi se pare ca societatea noastra este foarte aproape de colaps. Iata, de exemplu, niste plangeri recente primite de Thomas Cook, operatorul de turism:
THESE ARE ACTUAL COMPLAINTS RECEIVED BY “THOMAS COOK VACATIONS FROM DISSATISFIED CUSTOMERS” :
1. “I think it should be explained in the brochure that the local convenience store does not sell proper biscuits like custard creams or ginger nuts.”
2. “It’s lazy of the local shopkeepers in Puerto Vallarta to close in the afternoons. I often needed to buy things during ‘siesta’ time — this should be banned.”
3. “On my holiday to Goa in India , I was disgusted to find that almost every restaurant served curry. I don’t like spicy food.”
4. “We booked an excursion to a water park but no-one told us we had to bring our own swimsuits and towels. We assumed it would be included in the price”
5. “The beach was too sandy. We had to clean everything when we returned to our room.”
6. “We found the sand was not like the sand in the brochure. Your brochure shows the sand as white but it was more yellow.”
7. “They should not allow topless sunbathing on the beach. It was very distracting for my husband who just wanted to relax.”
8. “No-one told us there would be fish in the water. The children were scared.”
9. “Although the brochure said that there was a fully equipped kitchen, there was no egg-slicer in the drawers.”
10. “We went on holiday to Spain and had a problem with the taxi drivers as they were all Spanish.”
11. “The roads were uneven and bumpy, so we could not read the local guide book during the bus ride to the resort. Because of this, we were unaware of many things that would have made our holiday more fun.”
12. “It took us nine hours to fly home from Jamaica to England . It took the Americans only three hours to get home. This seems unfair.”
13. “I compared the size of our one-bedroom suite to our friends’ three-bedroom and ours was significantly smaller.”
14. “The brochure stated: ‘No hairdressers at the resort’. We’re trainee hairdressers and we think they knew and made us wait longer for service.”
15. “There were too many Spanish people there. The receptionist spoke Spanish, the food was Spanish. No one told us that there would be so many foreigners.”
16. “We had to line up outside to catch the boat and there was no air-conditioning.”
17. “It is your duty as a tour operator to advise us of noisy or unruly guests before we travel.”
18. “I was bitten by a mosquito. The brochure did not mention mosquitoes.”
19. “My fiance and I requested twin-beds when we booked, but instead we were placed in a room with a king bed. We now hold you responsible and want to be re-reimbursed for the fact that I became pregnant. This would not have happened if you had put us in the room that we booked.”
De aici
