video artist Colombian and speaker in several countries, will speak at the eleventh edition of the Top Of Mind event, which will take place tomorrow at the Paseo la Galería Event Center, where he will provide important information about his knowledge in the world of marketing in general. He has exhibited since the 1970s, individually and collectively, in art galleries in Colombia, Argentina, Brazil, Bolivia, Japan, Venezuela, France and Spain.
What What specific topic will you address in your speech?
The talk is called “Juan sin medio” parodying a bit of the children’s series “Juan without fear”. It refers to the history of companies or brands that want to get out of the conventional media to go to unconventional media and when they have a reputational problem they don’t know where to go. The company has a reputation and the medium has a reputation; when both merge with each other, things go well for them, because the medium endorses the brand’s reputation; and the brand has a medium that supports it. Basically the main issue is the way in which companies should continue to be close to the classic media for a reputation issue. This does not mean that they cannot do their job in networks.
Why is it important for brands to participate in an event of this magnitude?
Because if the person responsible for marketing has to take care of something, beyond selling, it is the reputation of the brand so that it grows and remains intact, and as clean as possible. It is better to always make a good impression. Sometimes a company can make a mistake, and can only choose a means of dissemination that may not be convenient in the long run. The talk is very practical, but it basically wants people to feel that traditional media is always important even though social media is practical and effective. All the big brands always go to conventional media.
What does this event mean to you?
This event is of utmost importance; being able to gather so much talent in one place for more than 14 hours, so many brands, marketing and advertising companies is true paradise.
Do you notice any kind of difference when working in other countries and in Paraguay?
Beyond the size of the country, comparing Asunción with other capitals, here we find a large number of marketing professionals. I have worked in almost all the capitals of Latin America, but Paraguay is remarkably developed. There are a large number of marketing professionals, the fact that a TOM is carried out speaks a lot about good business health, marketing and image care. I can count on the fingers of one hand the capitals that have held this type of event.
Could you tell us about your career in this area?
I was creative vice president of SAATCHI & SAATCHI, creative director of Integration in Medellin, I also worked with UNESCO, founded La Fábrica de Imagens and La Máquina de Ideas which has a branch called “Casa de Creacion” which is our creative agency. I also studied Architecture, Plastic Arts and Philosophy and Letters.
Any advice for brand and business owners?
Do not get entangled with the networks, there is much beyond the networks. The reputation of the brand is built one by one, sometimes the networks change, one dies, another expands; but the history of the brand is linked to them. That is why it is important to always have other means to generate content and not just get stuck in one option.
