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II Jornada design and communication UCAM CoCo Day (17/10/2014)

There are opportunities for students in the world of advertising provided that the person has value and talent

The UCAM this morning the second day of design and communication Coco Day that took place in the auditorium of the University and has received prestigious creative directors as Montse Pastor and Juan Francisco Vaquero.

The day was led by the Dean of the Faculty of Communication Sciences Pablo Blesa and moderated by the teacher and researcher Subiela Blas.

Juan Francisco Vaquero, has made a visual presentation on the advertising environment and the difficulties and advantages of the creative environment.

He also explained the four stages of creative analysis, strategy, concept and execution-to be complemented by the observation of insight (contemplation of the everyday to modify certain aspects of life in a positive way).

After showing several examples of portfolios and explain in general what are the most popular types of portfolios has concluded that in order to become a good creative "is to consume a lot of publicity to have a judgment and have a say."

Also shows that the most difficult part of the process of creation is "getting an idea" because it depends on a given time and that in order to have a good concept or idea about what works "can take a minute or two weeks, "depending on when creativity arises.

Also believes that the environment of the advertising market in Spain is "complex and complicated" as it is a "highly fragmented market" where the need for advertising agencies to adapt to the ongoing evolution of what the market demand.

Cowboy says that whenever there is courage and talent will be opportunities for students publicity "with effort and demonstrating the value you have, any student can gain a foothold in this world," he says.

Finally, the creative director of TBWA, Montse Pastor, presented with case studies explained by the previous speaker.

Showing new ways to improve ads such as "Do you like driving?"

BMW.

While recognizing that it is not the best time he has lived advertising is a good investment opportunity "if customers buy less because of the crisis, at least it will buy YOUR brand."

Companies are afraid to invest in advertising because they do not see immediate effects and do not appreciate the long-term effects as usually happens with advertising.

Recognizes that students are over in the agencies that bring "new ideas that renew campaigns, new ways of seeing the concepts that are to be promoted."

For Shepherd, the hardest part of the creative process is finding a way to convey the idea, that is, "a glimpse of what you mean, know what you want to communicate and how."

He concludes that the most important of the creative process is "arouse emotions in the consumer."

Source: UCAM

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