{"id":160128,"date":"2022-10-05T17:03:01","date_gmt":"2022-10-05T15:03:01","guid":{"rendered":"https:\/\/ipmark.com\/?p=160128"},"modified":"2022-10-05T17:03:01","modified_gmt":"2022-10-05T15:03:01","slug":"scopen-repsol-xi-jornada-internacional-eficacia","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=160128","title":{"rendered":"XI Jornada Internacional de la Eficacia"},"content":{"rendered":"<p><strong>La jornada comenz\u00f3 con la intervenci\u00f3n de C\u00e9sar Vacchiano, presidente y CEO de SCOPEN y asesor estrat\u00e9gico de\u00a0 los Premios a la Eficacia, para presentar a los intervinientes. El primero fue Justin Gibbons, investigador y escritor, arranc\u00f3 su ponencia \u201cP\u00b2 + C=6: The new different\u201d, con\u00a0 la que expuso la aplicaci\u00f3n necesaria para paliar tres de los elementos claves que dificultan la\u00a0 relaci\u00f3n de las marcas con el consumidor: el cambio tras el COVID y la p\u00e9rdida de confianza; la\u00a0 desaparici\u00f3n de las cookies y el aumento del coste de la vida.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seguidamente fue el turno del <strong>CEO de EMEA de OMG, Guy Marks<\/strong> que intervino con su ponencia \u201cIt`s\u00a0 time for a relationship reset\u201d . Marks comparti\u00f3\u00a0 su visi\u00f3n acerca de c\u00f3mo deben evolucionar y mejorar\u00a0 las relaciones entre las marcas y las agencias para mantener un mejor intercambio de valor con\u00a0 los consumidores y con la sociedad. \u201cEl talento\u00a0 inspirador y poderoso de esta industria es lo que puede provocar la transformaci\u00f3n\u201d, coment\u00f3 Guy Marks y a\u00f1adi\u00f3, entre otros conceptos, que \u201cel metaverso va a derribar el mundo de datos tal y como lo conocemos y todo girar\u00e1 en torno a la confianza\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A continuaci\u00f3n,<strong> Brian Williams, director creativo global de Creative Works de Google<\/strong>, mostr\u00f3\u00a0 c\u00f3mo ha cambiado el mundo en estos dos \u00faltimos a\u00f1os a trav\u00e9s del prisma de YouTube. As\u00ed,\u00a0 expuso \u201cThe world is made of what you love: the future of creative on Youtube\u201d y en referencia\u00a0 a la pandemia coment\u00f3 que en estos a\u00f1os explosion\u00f3 el video, la difusi\u00f3n por streaming, la\u00a0 producci\u00f3n ya sea en formato m\u00e1s largo o principalmente m\u00e1s corto. Williams plante\u00f3 tres eras de evoluci\u00f3n,\u00a0 una primera centrada en la televisi\u00f3n y lo que se deriva de la misma; una segunda, la actual,\u00a0 protagonizada por la fragmentaci\u00f3n y la optimizaci\u00f3n y la tercera que estar\u00e1 dominada por la\u00a0 integraci\u00f3n y la automatizaci\u00f3n, con un planteamiento h\u00edbrido entre lo que aporte la persona y\u00a0 la m\u00e1quina.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Ioana Danila, <em>global insights manager<\/em> de la World Federation of Advertisers (WFA)<\/strong>, expuso su\u00a0 caso \u201cMarketing &amp; Sustainability: Becoming part of the solution\u201d. Danila bas\u00f3 <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">su argumentaci\u00f3n en la prioridad que, cada vez m\u00e1s, est\u00e1n\u00a0 teniendo las empresas anunciantes para aplicar la sostenibilidad al marketing.<\/span> <span style=\"font-weight: 400;\">Anim\u00f3 a descargarse la \u201cGlobal Guiance on Enviromental Claims 2022\u201d\u00a0 como ayuda ya que traslada, a un lenguaje sencillo, la aplicaci\u00f3n de las buenas pr\u00e1cticas para reducir la huella de carbono en las emisiones de las cadenas de suministros.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En \u00faltimo lugar, <strong>Morten Grubak, director global creativo de Virtue,<\/strong> coment\u00f3 los pormenores de la\u00a0 aclamada campa\u00f1a \u201cBackup Ukraine\u201d, ganadora del Grand Prix en Digital Craft de Cannes 2022. La campa\u00f1a muestra c\u00f3mo a trav\u00e9s de la tecnolog\u00eda y mediante la aplicaci\u00f3n de esc\u00e1ner \u201cPolycam\u201d se trat\u00f3 de conservar el\u00a0 patrimonio, herencia e identidad cultural de Ucrania tras la destrucci\u00f3n de sus monumentos\u00a0<\/span><span style=\"font-weight: 400;\">desde la invasi\u00f3n de Rusia. Es la primera vez que en una guerra se ha hecho algo as\u00ed y 22 millones\u00a0 de ucranianos escanearon su riqueza cultural en la que cuentan con 26.000 elementos de este\u00a0 tipo de bienes, muchos de los cuales eran Patrimonio de la Humanidad, t\u00edtulo conferido por la Unesco.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La Jornada Internacional de Eficacia concluy\u00f3 con la intervenci\u00f3n de la <strong>directora general de la Asociaci\u00f3n Espa\u00f1ola de\u00a0 Anunciantes, Lidia Sanz<\/strong>, y emplaz\u00f3 a los asistentes a la pr\u00f3xima cita que tendr\u00e1 lugar con la Gala\u00a0 de Entrega de los Premios a la Eficacia que se celebrar\u00e1 en el Teatro Real el pr\u00f3ximo 27 de\u00a0 octubre.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Captar la atenci\u00f3n y recuperar la confianza son los mayores desaf\u00edos ante los que se encuentran las marcas. Los ponentes abordaron diferentes formas de guiar un nuevo mundo de relaciones.<\/p>\n","protected":false},"author":9965,"featured_media":160133,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"class_list":["post-160128","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>XI Jornada Internacional de la Eficacia<\/title>\n<meta name=\"description\" content=\"Los ponentes abordan diferentes formas de guiar un nuevo mundo de relaciones\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=160128\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" 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