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Above this text there are two pictures: one with what I saw from INTERESTING 2007, the other one with I saw instead of INTERESTING 2007. Unfortunately, although I got a last minute pass from Russell (thanks again!), I couldn't arrive in time at the event (I only saw the last 10-15 slides of the last presentation) because of the fact that I missed the airplane leaving from Madrid to London at 7:00 (f**k, I had my telephone on London time, instead of Madrid). Thus, instead of hearing people talking about interesting stuff, I had to spend my time in the Barajas airport looking at how people carry their luggage. The sorrow feeling for not seeing the entire event got even bigger when I've met Diana and Ileana from Odyssey - great to see both there - who told me they enjoyed it very much and that it really was interesting. Well, I guess there's always next year! Check here for some more of a coverage.

Tind sa cred ca a iesit bine prezentarea de la Madrid despre care vorbeam in post-ul anterior, cu toate ca a debutat cu panica, pentru ca, evident (traiasca Murphy!), proiectorul a incetat sa mai mearga exact cu 2 minute inainte de ora de start. Am primit la final un feed-back bun si foarte multe intrebari, mai ales in conditiile in care publicul a fost destul de divers, deci greu de multumit. Romani care in prezent locuiesc in Spania, spanioli care au fost prin Romania la un moment dat, oameni de marketing, direct interesati de comunitatea romana din Madrid, dar si persoane de la agentii din Madrid – fiecare din ei avand probleme si interese proprii (si diferite). Chiar am stat de vorba cu cineva de la McCann care spunea ca a gasit prezentarea foarte interesanta pentru ca “desi lucram pentru comunitatile de aici, nu avem cum sa vedem publicitatea care se face in tarile lor”. Iar asta despre romani l-a surprins foarte placut ceea ce ne-a bucurat si pe noi (nb. pe mine si pe Stefan). Stefan, by the way, mi-a facut placere sa co-prezentam! A, si era sa uit, multumiri celor de la ICR Madrid pentru ca s-au ocupat foarte bine de eveniment. He elegido este título porque es la única cosa que puedo decir en español. Esta frase fue escrita con las herramientas de Google.

After ageing 10 years (I don’t like travelling by airplane), I’ve arrived together with Stefan (Pop, Strategic Planner, TBWA\\MERLIN) in Madrid, where we are supposed to be speaking at an event called “Rumania Inedita”, organized by The Romanian Cultural Institute. The main question that our presentation will be asking is “can we tell how are Romanians like, just by looking at their advertising?”. Jean-Marie Dru seems to be optimist on this matter as he mentions (in his famous Disruption book) that “nothing reflects a country and an age better than its advertising. It is a very expression of the values of the times. It is part of country’s collective unconscious”. Fair enough! This is why we have gathered Romanian TVCs that have either been very efficient or that have had some kind of cultural influence (TVCs that became popular, not necessarily that have influenced market shares). Moreover, we’ve also prepared TVCs that are very good at portraying different types of Romanians. The objective of our presentation is to help Spaniards get an idea about how are products marketed to Romanians in the context of the increasing Romanian community there. We hope we’ll be useful.

At first glance, Madrid looks very nice. One of the most interesting things that I’ve noticed so far is the fact that pub owners use a very weird technique to attract customers: they keep their pubs dirty. This way, everybody can see that their pub is being visited. Moreover, outdoor advertising here looks very boring (clichéd texts on billboards and a lot of i-have-seen-this-before visuals). TV ads look the same. On the positive side, food is very good and people here are very welcoming.

Intr-o informare de la editura Brandbuilders am primit urmatorul text de prezentare a lucrarii:

Femeile nu reprezinta o nisa. Insumand 51% din totalul populatiei, ele constituie majoritatea. Mai mult, puterea lor de cumparare depaseste cu mult reprezentarea lor in cadrul populatiei. In foarte multe categorii prin traditie masculine, ele sunt deja o majoritate: peste 60% din automobilele noi, 66% din computerele personale si 55% din aparatele electrocasnice sunt cumparate de femei. Preferintele si prioritatile femeilor ar trebui sa fie integrate in fiecare initiativa de marketing a companiei, in loc sa fie marginalizate ca un program izolat si singular.
In etapa de planificare, cercetatorii, managerii de brand, directorii de vanzari, directorii de marketing sau directorii din advertising – toti cei implicati in comunicarea cu clientul – ar trebui sa se asigure ca presupunerile si prioritatile strategice nu trec cu vederea consumatorii care reprezinta cea mai mare oportunitate pentru a consolida vanzarile, cota de piata si profitul net: femeile.

In aceasta a doua editie a lucrarii, Marti Barletta va explica de ce marile corporatii aloca fonduri din ce in ce mai mari pentru a cuceri piata de mai multe miliarde de dolari reprezentate de femei. Povesti de succes actuale, strategii si aplicatii originale si cele mai eficiente campanii de advertising fac din aceasta carte cea mai cuprinzatoare resursa care sa ajute specialistii sa creeze si sa puna in aplicare un plan de marketing care are ca public-tinta femeia.