julho/08 - A (r)evolução (?) do mercado

As mudanças do relacionamento entre consumidores e marcas está revolucionando o mercado da publicidade no Brasil e no mundo.

Como fica esse novo cenário?

Confira qual a reação do mercado e como as Hotshops se posicionam neste contexto na apresentação de Maria Ana Gmachl e Renata Dumont, e ainda uma exclusiva entrevista com Patrick Almaguer, da Weiden Amsterdã.

Entrevista com Patrick Almaguer – Weiden+Kennedy Amsterdam
09/07/2008

What do you understand by hot shop?
To me a hot shop is doing the most interesting work, try to do things that haven’t been done before and taking risks. Creating trends and causing other agencies to try to copy them. Awards usually come along with doing that kind of work.

Which are the most creative agencies in your opinion? And in which way they are different from the others?
Wieden + Kennedy, I think Wieden is the most creative network, Portland, London, NY, Amsterdam, they are all very creative and a bit different from each other at the same time.

Crispin- has always been up there doing interesting work, from back in the day with subservient chicken to now with Whopper freakout. They have a distinct style, young and like to mess with people a bit.

Goodby has always been really solid, Got milk has always been great since it originated. And once you think they’ve lost their edge they come back with a bad ass campaign.

Chiat NY- Skittles, Starbust, Combos. Need I say moore. Smart and funny. The strategy stands out very clearly while still doing wierd and funny spots.

Fallon London- Sony Bravia with the balls, paint and then claymation bunnies. Also the Cadburry gorilla. They have a style I cant explain, but it’s sweet obviously, very visual.

It’s wierd every agency has it’s own personality but it becomes hard to explain and generalizing makes me feel I’m not giving them enough justice.

How does the creative process happens in your agency? How do you think it should happen?
The creative process isn’t a science. Honestly I don’t know how it should happen. Every creative is different how they get to where they need to go. Wieden works in chaos, which leads to interesting thoughts. I love chaos but I love structre. I feel both those worlds need to work together to do the best work.

In which way Wieden Kennedy is different from the other agencies?
Wieden is an independent Network. Which is great because there isn’t a holding partner telling them they have to meet specific goals of money. They just want to do great interesting work. And aren’t as concerned with a big money client as much as other agencies are. But I feel this is also having the clients best interest first by doing what they feel is right for them.

How does the planning people help in the creative process? And how much?
Planners help do research so we don’t have to, get the strategy and brief of what the basic message is. So the creatives don’t have to think about it so much and they can be free with their thoughts when creating. Planning is extremely helpful and a compass for ideas and if you go off strategy and still have a bad ass idea, the best planners will find a way to work around it.

Which are the most sucessful campaings, in your opinion? And what made them sucessful?
Nike- I think it has stayed pretty solid since the begining with the basic thought of just do it.

Got Milk, it has been around for ages and still had fresh after fresh concepts working off the simple tagline of got milk.

Those are the strongest off the top of my head.  I also love the Combos Man mom campaign, it just makes me laugh but still has a funny and strong strategy.

What do you think is essential for the creative process in order to achieve good results for the clients?
Being able to take chances and risks. If the client is willing to be brave their brand will stand for that. The more the client is worth the harder it is for them to take chances, especially when they have millions of dollars on the line. So no matter what chances they are taking it’s our job to make sure the idea is very smart, that the message and strategy is clear.

Tell us about the new ways of communicating that doesn´t include tradicional types of media such as TV, magazines, radio  etc.
It’s a craze now to do interactive and guerilla. Letting the consumer feel they are a part of it makes them like the brand more. I’d rather have a bad ass viral that people pass around on their own to millions than a TV spot that a million people are basically just forced to watch. All the new media opens your mind creatively and more ground breaking work is happening because of it.

Do you believe that these new aproaches (guerilla, pr, cultural movements) to consumer can represent a revolution in the commucation  industry?
I think it is, clients are realizing they need to be doing things that are going to stand out beyond the traditional TV and Print ads. To get their brand to stand out and get noticed. And most brands are expecting agencies to bring them work like that. It helps out because usually the nontraditonal work that is getting done is pretty brave compared to the traditional work.