Strategy & Creativity in advertising with a Social Sciences and Humanities background.
What are Humanities for? Many young people with an interest in studying Humanities (philosophy and liberal arts included here) are often forced to explain their choice. Choosing the path of “the contemplative life” can be a waste of time for many. When somebody wants to find out why someone would have the fatal idea of…
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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.
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Today, the reality of globalization generates the most prolific context in history for forging intercultural relationships. This shows the necessity of adapting digital experiences to every cultural context, which it is only possible through anthropological research. A science that although is being applied to some business fields it isn’t enough recognized.
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“Inverted Values” is a concept that comes to illustrate how our society gives importance to certain elements that do not really have it. This provokes that the essentially important remains on a second place. This inversion of values has also its echo in the marketing and advertising fields.
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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…
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There are many online articles, LinkedIn mentions and so on, that point out to immersive experiences as the marketing must for 2020, and for the future. However, all experiences are immersive and this occurs since the beginning of human history.
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