The future of communication, new book by Agustín Medina
Posted: Thu Dec 05, 2024 9:52 am
Looking back gives us a very different perspective on the crisis that the sector is currently experiencing. And that is what Agustín Medina offers in his latest book, The Future of Communication .
Through its 116 pages, it offers the reader an insight into the future, but always laying the foundations of what happened in the past, which is the only way to learn from mistakes and take good note of the strengths of the world of marketing and advertising itself.
Starting from the texts that he has published either on his blog or in different media, Medina takes us into a world in which advertising moved companies and creatives like australia email list never before in Spain. And this, told by one of the protagonists, who was in charge of some of the most important agencies not only at a national level, becomes a guiding thread more than worth following.
With the many topics it deals with, it provides key points that must be taken into account if we really want to revive a sector that is increasingly undervalued and undervalued by companies. “Digital must permeate the entire business strategy” says Agustín Medina , but the truth is that this is often the biggest problem when proposals are presented to the medium and small companies that make up the fabric of our country.
And he is right in many things, since we live in a technological world, but instead of using all the tools at our service to make life easier, streamline processes and make strategies effective, we end up complicating things by trying to do unnecessary tricks. Social networks, which are a headache for many corporations, have no other function than to create an image, direct contact, and show empathy with the client, but it is not the perfect formula to achieve more sales. Although it is a presence.
You may also be interested in: Repressed Demands: Growth Opportunities in the Spanish Market
As stated throughout The Future of Communication, a profound revolution is needed in agencies, where the great professionals of the past can help the juniors with their experience, who come with the new technologies under their arm, more than learned. Without this generational leap, we have seen how during the worst years of the crisis, when agencies could barely get SMEs to trust them, they did nothing. Waiting for the storm to pass does not mean that you will survive, because the current of the torrents that have arrived could have swept you away. It is a time when creativity seems dead, traditional advertisements make people go channel surfing instead of paying attention, they no longer tell stories or they die because they are simple or too abstract.
Through its 116 pages, it offers the reader an insight into the future, but always laying the foundations of what happened in the past, which is the only way to learn from mistakes and take good note of the strengths of the world of marketing and advertising itself.
Starting from the texts that he has published either on his blog or in different media, Medina takes us into a world in which advertising moved companies and creatives like australia email list never before in Spain. And this, told by one of the protagonists, who was in charge of some of the most important agencies not only at a national level, becomes a guiding thread more than worth following.
With the many topics it deals with, it provides key points that must be taken into account if we really want to revive a sector that is increasingly undervalued and undervalued by companies. “Digital must permeate the entire business strategy” says Agustín Medina , but the truth is that this is often the biggest problem when proposals are presented to the medium and small companies that make up the fabric of our country.
And he is right in many things, since we live in a technological world, but instead of using all the tools at our service to make life easier, streamline processes and make strategies effective, we end up complicating things by trying to do unnecessary tricks. Social networks, which are a headache for many corporations, have no other function than to create an image, direct contact, and show empathy with the client, but it is not the perfect formula to achieve more sales. Although it is a presence.
You may also be interested in: Repressed Demands: Growth Opportunities in the Spanish Market
As stated throughout The Future of Communication, a profound revolution is needed in agencies, where the great professionals of the past can help the juniors with their experience, who come with the new technologies under their arm, more than learned. Without this generational leap, we have seen how during the worst years of the crisis, when agencies could barely get SMEs to trust them, they did nothing. Waiting for the storm to pass does not mean that you will survive, because the current of the torrents that have arrived could have swept you away. It is a time when creativity seems dead, traditional advertisements make people go channel surfing instead of paying attention, they no longer tell stories or they die because they are simple or too abstract.