Tag: delmy alvarenga

4am Saatchi & Saatchi se enfoca en el valor humano

Fuente: LatinSpots

En un mundo donde existe tanta información y maneras de conocer al ser humano, las agencias de publicidad tienen el reto de replantear el negocio y su estructura, para poder acercarse a las personas de una forma diferente. Las marcas que hoy no usen la data/información a su favor para humanizarse, tienden a desaparecer, debido a que alguien más va a analizarla, entenderla y usarla para crear nuevas marcas, más cercanas y con vínculos emocionales más fuertes.

Entendiendo esto, la agencia en 2016 reunió a su equipo de directores creativos, de planeación y cuentas para trabajar en lo que se transformaría en People First, una metodología, cuyo objetivo es entender a profundidad a las personas, para conectarlas con las marcas de una manera más humana.

Dependiendo el mercado, se calcula que las personas están expuestas entre 5.000 y 25.000 mensajes publicitarios por día, sumado a esto, una mayor dependencia hacia la tecnología en pantallas y móviles, hacen que la comunicación se transforme de una “linda creatividad” a una comunicación relevante, donde deben tenerse en cuenta diferentes variables. La agencia identificó esta situación que la llevó a hacer una evaluación de sus procesos y de su modelo de negocio.

4am Saatchi & Saatchi da un salto importante en la industria de la publicidad en Centroamérica. Pasa de ser una agencia dividida en unidades de negocio, que generalmente están desintegradas, a una agencia integrada por unidades de capacidad.

Data, una unidad donde se capta y analiza la información del comportamiento de las personas. Insight, donde se transforma los datos en entendimiento valioso para las marcas. Conexión, de donde surgen las ideas de comunicación y negocios para las personas y las marcas. Y, experiencias, donde se vuelve tangible People First mediante estrategias enfocadas a conectar las personas con las marcas.

“Buscamos humanizar las marcas y su comunicación, entendiendo lo que las personas necesitan, de esta forma, podemos apoyar la transformación de los negocios de nuestros clientes”, afirma Guillermo Martínez.

Todo esto, en búsqueda de la generación de vínculos de confianza y lealtad, por medio de un mejor conocimiento, empatía y comprensión de la gente. Las marcas ahora serán capaces de ofrecer servicios o productos más adecuados a los requerimientos de sus usuarios, audiencias o consumidores, mostrándose más honestas y abiertas a solventar sus problemas, con el fin, de satisfacer sus necesidades o cumplir sus aspiraciones


Leer más en https://www.latinspots.com/sp/noticias/detalle/46612/4am-saatchi-saatchi-se-enfoca-en-el-valor-humano

BrandStories® Workshop

Construir el futuro es enriquecer el espacio con experiencias diversas, es construir historias junto a nuestros clientes y co-crear soluciones innovadores y que muevan negocios hacia adelante. #NothingIsImpossible 

Agencia: 4am Saatchi & Saatchi
País: Guatemala
Proyecto: Taller BrandStories®
Cliente: Anfora Guatemala
Fecha: 2017

Case Study: People First

Context

4am Saatchi & Saatchi, a privately held company, operates under Saatchi & Saatchi proven agency model. However, the 41-year-old company has experienced lots changes over the years, ranging from media buying to creative performance to digital business transformation. Although these strategies have proven successful, the need and hungriness to evolve continues.

How to prove growing value in these VUCA times?

Strategic Roadmap

In a world of accelerated change, a strategy cannot be formulated by top management alone. So, in order to accelerate and involve key players, I conducted the strategic development along 4 main areas:

A) Stakeholders Analysis
B) Strategic Formulation
C) Strategic Analysis
D) Strategic Implementation

A. Stakeholders Analysis

Change is not easily welcomed and most people don’t understand why change is needed. Before developing any strategy, I established the level of resistance and cynicism the company would face towards strategy implementation. Is the ground fertile for the change?  Who are the primary stakeholders that will help us or block our way? How many roadblocks will we find and how will we overcome them?

To answer these and many other questions, I conducted an online survey where agency stakeholders could select their level of identification with the statements presented. I conducted in-depth interviews with Business Unit Directors and High Performance Personnel to identify major pains, gains, and jobs to be done. I also revisited exit interviews and talked with former employees to understand what made them leave.

B. Strategic Formulation

The creative industry main capital is human. I had to understand not only the Central American culture and background but to contextualize my findings in a human framework. What do our people really care about? What do our clients need? What generates value for both of them?

After the Human Experience Assessment, I conducted weekly Design Thinking sessions first with the CEO and then integrating A-team players and outside advisors. The main goals for this sessions were:

  1. To avoid tunnel vision.
  2. To open space for candid conversation.
  3. To empower people to develop and own the solutions.

C. Strategy Analysis

Along with the CEO, we presented the strategic framework to the managing level directors to assess feasibility from Operations and Financial point of view.

On a Director’s level, I prepared a Business Development Deck, including research results, methodologies, and frameworks, analysis and conclusions, roadmaps and workflow diagrams among others, both for Operations reference and documentation.

D. Strategy Implementation

I developed 4 key pillars for implementation considering:

  • Responsibility: Work profiles and Capabilities Units redesign.
  • Learning: Learning and Intellectual Development Program.
  • Recognition: Talent Recognition System.
  • Joy: Day-to-Day Leadership and day-to-day operations.

Branding Process

After all strategy development, we needed to brand our value proposition and make it accessible to all internal and external stakeholders. After all, we are transforming the way we work, from inside out.

I crafted the branding brief to all 4am Saatchi & Saatchi creative agencies
in Central America to develop the visual identity for our new workstyle and methods, selecting 4am Saatchi & Saatchi Honduras creative development.

Implementation

By 2018, strategy implementation is led by our regional CEO, local COO and CFO and all Leadership team including General Creative Director, Insights & Strategy Director, Experience Director and Media & Technology Director.

Building Inspiring Briefs

El viernes 02 de febrero tuve la oportunidad de dirigir el taller “Building Inspring Briefs” para el equipo de 4am Saatchi & Saatchi. Utilizando metodologías como LEGO SERIOUS PLAY y otras técnicas para estimular la colaboración entre equipos multidisciplinarios, el pensamiento crítico y creativo para desarrollar estrategias de comunicación relevantes e inspiradoras.

Taller: Building Inspiring Briefs
Duración: 2h30
Lugar: UGAP. Guatemala
Equipo: 4am Saatchi & Saatchi

Case Study: Vende Patria

Project: Pitch
Result: Won

During 2015, San Salvador has been positioned by media as the “Homicide Capital of the World,” affecting El Salvador’s global perception. 

Worried about the decrease in tourism entries, the Ministry of Tourism of El Salvador asked agencies for proposals to increase interest among American citizens. “We don’t need to generate interest. We need to change the conversation,” we responded. 

According to Gallup’s latest poll, 40% of Americans trust mass-media such as newspapers. Nielsen, on the other hand, reported that 67% of Americans trust “Editorial content such as newspapers articles” while 84% trust “Recommendations from People I Know”. The gap is relevant. 

Travelers and tourists who have been to El Salvador know that the country’s greatest asset, besides its beaches, is its people. El Salvador may not have iconic landmarks but one thing is true: Salvadorans make for the friendliest hosts in Central America. 

How to use our people to leverage our country’s reputation?

(via Case Study: MITUR)

Case Study: Gatorade

Project: Pitch
Result: Won

When Gatorade Guatemala approached us for a first-digital proposal, 
 they were clear: “We need to increase our consumption by xx%.” How to make current consumers drink one more Gatorade a week? 

Through exploring, we found that people in Guatemala are interested in 
 health and well-being. It’s growing from a fad to a lifestyle. Many of 
 them exercise occasionally and do not consider themselves as “real 
 athletes.” 

They are not fitness maniacs. They just want to feel active 
 and have fun at the same time. The ones who are really committed it’s 
 because they have personal dreams and goals to achieve: run a 21K 
 marathon, improve medical conditions. It’s beyond aesthetics.
 The real competition is with themselves. 

Even though Gatorade is well positioned for its superb hydration 
 qualities, Guatemalans feel its pricey and way too much for their 
 needs. “It’s for the Pros”, they say. “If I’m running once a week, 
 I’m not a real athlete. Water suffices.”
 

(via Case Study: Gatorade Pitch)

Research: Gatorade

Cliente: Gatorade Guatemala.
Objetivo: Incrementar el consumo de Gatorade en x%.

What is?

Fitness maniacs = de moda a cultura.

En los últimos años ha surgido una consciencia mayor hacia la salud, la comida sana, 
 el cuidado personal y un estilo de vida más sana.

Yo vs. Yo

“Nunca voy a ganar un 21K, pero si quiero ir mejorando mis tiempos cada vez más”. Las personas encuentran motivación en hacer ejercicio y deportes principalmente 
 para sus logros personales: mejorar tiempos, necesidad de salud, motivación anti-stress. 
 El reto es hacia ellos mismos. Disponibilidad de Información. “Realmente no sé mucho de Gatorade”

“Necesito información para mi cuerpo, para no dañarme o lastimarme, para comer adecuadamente, para prepararme antes y durante mis rutinas de ejercicio.”

Coaches y Personal Trainers.

“Dentro de mi estilo de vida deportiva, me doy cuenta que necesito cierto tipo de guía 
 y entrenamiento que me ayude a lograr mis objetivos.” Muchas veces su coach soy son ellos mismos o amigos cercanos quienes les dan tips, les enseñan técnicas, les inspiran, motivan y les retan a obtener mejores resultados, mejores prácticas y/o recomendaciones.

(via Case Study: Gatorade Research)

Robots took my job. Vol. 1

It’s 2020 and I work no more.

Whatever analytical strategic creative marketing job I thought I was worth doing, well, not true anymore. Robots do it better, cheaper, faster. Watson® is the Number One in every enterprise. Now I understand why the Holodeck crashed when Sherlock Holmes setups where displayed.

At least I was mindful enough (yes, mindful, not clever since robots are way smarter than me) to use my time and energy to design a not-so-perfect exit strategy. It is now when I realize it was worth the blood, toil, sweat and tears. It’s 2020 and I’m happy teaching Spanish, yoga and mindfulness meditation to hippies revivalists down in some beach in Costa Rica or Atitlán, for God’s sake. Mindfulness is still a job most robots can’t accomplish, or so I like to think.

But don’t play fool.

In time, robots will take this mindfulness “job” too. I just hope it won’t be too soon.

In the meantime, breathe deep andlet go.

(via Robots took my job. Volume 1 – #BackToHuman – Medium)

What is creative?

A brief conversation.

yeah, but what do you create?
all you have is money to buy “creative”
a nice bottle of water with some creative sticker on it:
a pair of designer shoes,
private lap-dance.

buying…
anyone can buy.
we live in an over-produced automated world,
a world of stock.

but creative…
creative is a generous act.
creative is she who gives her time to prepare something beautiful,
something for the benefit for others.
you know,
like cooking yourself instead of paying some catering at your wedding.
or giving your time to share a story about your life instead of taking your kids to the movies…

that’s creative.

(via What is creative? – #BackToHuman – Medium)

Industry Analysis: Cervecería Centroamericana S.A de C.V. 

This document is the result of the first module of Coursera’s Business Strategy Specialization: “Foundations of Business Strategy”. The selected business is Cervecería Centroamericana, from Guatemala. The purpose of this work was to apply the key concepts for business analysis and understanding. 

(via Cervecería Centroamericana: Industry Analysis)

Advanced Business Analysis: Cervecería Centroamericana S.A de C.V.

This document is the result of the first module of Coursera’s Business Strategy Specialization: “Advanced Business Strategy”. The selected business is Cervecería Centroamericana, from Guatemala. The purpose of this work was to apply key concepts for business internationalization, diversification and stakeholders analysis.

(via Cervecería Centroamericana: Advanced Analysis)