Post by account_disabled on Dec 26, 2023 6:12:16 GMT -5
Toni Segarra has been in charge of inaugurating the fourth Week of Communication and the Arts of the Nebrija University and he has done so by talking about his love for advertising, the challenges and opportunities overlapping this industry today and the keys that will drive the success of a young advertising man. The renowned publicist, who has been creating messages for brands to connect with their audiences for 25 years, realized his calling when he decided to follow his dream of being a full-time writer. In his meeting with the students, Segarra made reference to the poetry of the recently deceased Joan Margarit to explain the feeling of love for advertising. "Being sick of advertising has led me to be in this wonderful profession, but at the same time, it is very hard," said Segarra, who had his first crush on advertising in the family printing press. There he learned that " sometimes we are not clear about our vocation because we have been doing it all our lives , it is easy for us and we despise it, but we have to look for what makes us happy in life." «There is no better time to work in advertising» For Toni Segarra "there is no better time to work in advertising" than now, since there are endless opportunities to learn and new tools .
If you stop learning and being curious in life you are dead and even more so in advertising," the creative stressed. Without a doubt, advertising has undergone a great transformation and there are many changes that have come Phone Number List from the hand of technology. According to Segarra, this evolution has made us go from a simple world to a complex one. "We had built rules that seemed easy to us and the arrival of the Internet made it clear that this is not the case ," he explained in his speech. In this sense, he took the opportunity to talk about the fragmentation of audiences. And, although before the audience (massive and captive) congregated around television, making it easier for the message to reach a large number of people, currently audiences are much more fragmented by age, platforms, channels or tastes. . Thus, the challenge for advertising will be to be able to attract these audiences with interesting content. The message model has also changed. «We have gone from a model of repetition, which used both good and bad publicity, to a model of consistency ; That is, to build consistent content that interests the public, that hooks them. "That is the model that interests me," he said. Toni Segarra at Nebrija University The publicist, who is not a digital native, confessed at this event that sometimes it was difficult for him to talk to very young people because they do not share references.
I can't understand certain things naturally like you , but I can from a distance and I want to keep it to have an overview," he told the students of Nebrija University. Likewise, he focused on the lack of memory in the profession , recommending correcting it to learn by "copying" and improve. "If we don't solve this we will be condemned to communicate in a circle." For Segarra, the best way to do good advertising is to see a lot of advertising. Despite the opportunities that technology brings to the advertising industry, success does not lie in these new tools. The profession, he indicated, lives in the "unstable balance between the poetic part of the message and the need to measure the results for the client . " In this sense, although technology allows professionals in the sector to know the public and use that data to create messages, this does not ensure the desired connection with people's hearts. An objective that will mark the success of an advertising campaign. "No matter how much artificial intelligence there is, I believe that this ability to connect is only characteristic of human beings ," he noted at this point. Toni Segarra confessed to the students that he does not usually get it right the first time, but that mistakes at the beginning lead you on the path to success . "When you have great success the first time you don't know why it is," he said. For the creative award-winner, to be successful in the profession it is necessary to have common sense, analytical skills, learning to read further, talent.
If you stop learning and being curious in life you are dead and even more so in advertising," the creative stressed. Without a doubt, advertising has undergone a great transformation and there are many changes that have come Phone Number List from the hand of technology. According to Segarra, this evolution has made us go from a simple world to a complex one. "We had built rules that seemed easy to us and the arrival of the Internet made it clear that this is not the case ," he explained in his speech. In this sense, he took the opportunity to talk about the fragmentation of audiences. And, although before the audience (massive and captive) congregated around television, making it easier for the message to reach a large number of people, currently audiences are much more fragmented by age, platforms, channels or tastes. . Thus, the challenge for advertising will be to be able to attract these audiences with interesting content. The message model has also changed. «We have gone from a model of repetition, which used both good and bad publicity, to a model of consistency ; That is, to build consistent content that interests the public, that hooks them. "That is the model that interests me," he said. Toni Segarra at Nebrija University The publicist, who is not a digital native, confessed at this event that sometimes it was difficult for him to talk to very young people because they do not share references.
I can't understand certain things naturally like you , but I can from a distance and I want to keep it to have an overview," he told the students of Nebrija University. Likewise, he focused on the lack of memory in the profession , recommending correcting it to learn by "copying" and improve. "If we don't solve this we will be condemned to communicate in a circle." For Segarra, the best way to do good advertising is to see a lot of advertising. Despite the opportunities that technology brings to the advertising industry, success does not lie in these new tools. The profession, he indicated, lives in the "unstable balance between the poetic part of the message and the need to measure the results for the client . " In this sense, although technology allows professionals in the sector to know the public and use that data to create messages, this does not ensure the desired connection with people's hearts. An objective that will mark the success of an advertising campaign. "No matter how much artificial intelligence there is, I believe that this ability to connect is only characteristic of human beings ," he noted at this point. Toni Segarra confessed to the students that he does not usually get it right the first time, but that mistakes at the beginning lead you on the path to success . "When you have great success the first time you don't know why it is," he said. For the creative award-winner, to be successful in the profession it is necessary to have common sense, analytical skills, learning to read further, talent.