Richard Wakefield (Barcelona, 1966). Es una de esas mentes multidisciplinares de la creatividad publicitaria que se atreve a explorar territorios no convencionales. Profesor asociado a la Facultad de Comunicación y Relaciones Internacionales Blanquerna, Director Creativo de Storytelling Works y Talent Works, autor del libro y blog “Elestereotipomemata.” y fundador y director de la asociación solidaria, Publicitarios Implicados, entre otras muchas facetas.

Nos encontramos con él para hablar de lo divino y lo humano del mundo publicitario, su visión de futuro en esta “nueva normalidad”, sobre qué debe aportar la universidad y el desarrollo de la iniciativa Publicitarios Implicados, que creó en 2006.

For some time now it seems that the economical offer has been designed solely for Millennials or Gen Z. And also for a long time, advertisers have erased cultural diversity and thus the study of target audiences contextualized in their own culture. In this article we question its existence, taking as reference a key work in the sociology of generations.

In recent years we have not stopped seeing how creative agencies (large and small) are acquired by large consultancy companies. These are business movements that are shaping a new model of advertising agency and that the industry is striving to predict and explain. Since the most popular purchase – that of Droga5 by Accenture Interactive…