\u2018I love you hater\u2019<\/a> para Coca-Cola \/Sprite Argentina.<\/strong><\/p>\nCuatro soles de oro en las categor\u00edas de Branded Content, Film, Mejor Idea Interacci\u00f3n y Campa\u00f1as Integradas,<\/strong> as\u00ed como el Gran Premio<\/strong> en la \u00faltima categor\u00eda mencionada.<\/p>\nUna acci\u00f3n que busca promover la aceptaci\u00f3n de aquello que hace \u00fanica a cada persona<\/strong>, m\u00e1s all\u00e1 de las cr\u00edticas. IPMARK<\/strong> tuvo la oportunidad de hablar, tras la ceremonia de entrega de premios, con\u00a0Maxi Itzkoff, socio y chief creative officer<\/strong>\u00a0de la agencia, que\u00a0 reconoci\u00f3 que \u201cesta campa\u00f1a fue muy dif\u00edcil de hacer<\/strong>\u201d, porque \u201cmuchas empresas a veces te dicen que quieren involucrarse con la gente joven pero luego no est\u00e1n dispuestas<\/strong>.\u00a0<\/strong>Es necesario ser transparente\u00a0y no vender un producto. Hay que ofrecer un punto de vista\u201d. Y a\u00f1adi\u00f3 que \u201cfueron necesarias muchas conversaciones<\/strong>\u2026 El proceso fue muy lento hasta que logramos pasar el primer contenido\u201d.<\/p>\nPara este proyecto, la agencia trabaj\u00f3 directamente con Bel\u00e9n Colombo, senior manager en comunicaciones integradas en Coca-Cola,<\/strong> lo que \u00abnos permiti\u00f3 una relaci\u00f3n de confianza en el lado del cliente\u00bb, que\u00a0es necesaria <\/strong>para \u201cllevar a cabo este tipo de trabajo<\/strong>\u201d. Maxi Itzkoff puntualiz\u00f3 que las agencias tienen que ayudar a los clientes a ejecutar una estrategia solida de negocio<\/strong>, mucho \u201cm\u00e1s que de publicidad. Ahora\u00a0cada vez m\u00e1s agencias\u00a0se est\u00e1n metiendo en el negocio de los clientes porque ah\u00ed est\u00e1 el verdadero valor de las ideas<\/strong>. Ya nadie quiere ver publicidad, pero s\u00ed quieren que algo le impacte<\/strong>. La publicidad se est\u00e1 utilizando para contar un punto de vista o filosof\u00eda y no para vender un producto\u201d.<\/p>\nAcerca del futuro cercano, nos subray\u00f3 que en Santo Buenos Aires se est\u00e1n dirigiendo m\u00e1s hacia \u201cla consultor\u00eda creativa\u201d.<\/strong><\/p>\nhttps:\/\/www.youtube.com\/watch?v=6WnBxEuXSwI<\/p>\n","protected":false},"excerpt":{"rendered":"
Santo Buenos Aires se lleva a Argentina cinco premios en la 34\u00ba edici\u00f3n del Festival Iberoamericano de la Comunicaci\u00f3n Publicitaria<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[143],"class_list":["post-82007","post","type-post","status-publish","format-standard","hentry","category-agencias","tag-coca-cola"],"acf":[],"yoast_head":"\n
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