SCRAP ON MEDIA & AD INDUSTRY ISSUE, NEWS

**  ADVERTISING IS NOT GROWING IN MEXICO, EVEN IF THE INDUSTRY THINKS THE CONTRARY.

ACCORDING TO THE HAVAS GROUP EXPERTS, INFLATION AFFECTS THE SECTOR’S GROWTH. THIS YEAR IT IS ESTIMATED THAT THE FALL WILL BE

OF 2.9%, THE HIGHEST SINCE 2017.

OCTOBER 22, 2019.-  IT IS A MYTH THAT THE ADVERTISING INDUSTRY IS GROWING, ASSURES LAURA BONILLA, DIRECTOR OF MEDIA AND

NEGOTIATIONS OF THE ADVERTISING AND PUBLIC RELATIONS FIRM HAVAS GROUP MÉXICO. THE AUDIENCE AND MEDIA EXPERT EXPLAINS THAT,

APPLYING THE INFLATION IMPACT, THE REALITY IS THAT THERE IS A CONTRACTION IN THE SECTOR. “THE MARKET UNDERSTANDS IT AS GROWTH.

BUT THERE HAVE BEEN THREE YEARS WITH FALLS. IN FACT, OUR ESTIMATION IS THAT BY 2020 WE WILL CONTINUE TO DECREASE BY THE EFFECT

INFLATIONARY ”.

-AGENCIES USUALLY SHOW GROWTH IN THE INDUSTRY, BASED ON INVESTMENT. IN 2019, FOR EXAMPLE, GROWTH IS SHOWN IN THE INVESTMENT OF 1.9%

VERSUS THE PREVIOUS YEAR, BUT WHEN YOU APPLY THE INFLATION IT BECOMES A FALL OF 2.9%. THIS FIGURE IS THE HIGHEST IN THE LAST THREE YEARS.

ALTHOUGH IT HAS NOT REACHED THE LEVELS OF 2015, WHEN THE LOW WAS 4.1%.

-THE CHALLENGE THAT BRANDS MUST ASSUME TO TRANSFORM THIS REALITY IS TO LOOK TO THE FUTURE TO ACHIEVE SPECIFIC OBJECTIVES, THEREFORE

NOW THERE ARE MANY BUILDING WITH THE PAST: “CUSTOMERS TURN TO SEE LAST YEAR’S BUDGET AND, WITHOUT ANY CHANGE, THEY APPROVE THE SAME FOR THE NEXT ONE. THEY ARE NOT REALIZING THAT THIS DYNAMIC IS AFFECTING THE INDUSTRY”, SAYS BONILLA.

-IF THIS PRACTICE IS NOT NEW, AND IT HAS BEEN APPLIED IN THE YEARS IN WHICH THE ADVERTISING SECTOR HAS GROWN, THE DIFFERENCE IS THAT BEFORE

THERE WERE LESS MEANS OF GETTING TO THE HEARING. TODAY, ACCORDING TO ADVERTISING AND PUBLIC RELATIONS SIGNATURE DATA, THERE ARE MORE

THAN 2,900 OPTIONS TO IMPACT USERS IN MEXICO, BETWEEN DIGITAL PLATFORMS AND TRADITIONAL MEDIA: “THE MARKET DOES NOT UNDERSTAND THAT THIS

MEDIA SPRAYING FORCES THEM TO FOCUS THEIR BUDGETS BETTER. THEY HAVE TO BE MORE EFFECTIVE AND UNDERSTAND THE ROLE OF EACH ONE OF THEM,

IN ORDER TO DISTRIBUTE INVESTMENTS ACCORDING TO THE AUDIENCES TO WHICH THEY WANT TO ADDRESS “, EXPLAINS.

PASSIVE BRANDS?

-EMILIO SERRA, DATA SCIENCE INNOVATION LEADER AT HAVAS GROUP MÉXICO, IS CLEAR THAT THE MAIN OBJECTIVE OF THE BRANDS IT IS SELLING, THAT

IS WHY THEY MAKE DECISIONS IN THE SHORT AND MEDIUM TERM THAT DO NOT ALWAYS FAVOR THEM IN THE LONG TERM.

-ACCORDING TO DATA PROVIDED BY THE MEDIA SPECIALIST DURING HIS PRESENTATION AT THE ‘FUTURE TOGETHER 2019 EVENT:

MEANINGFUL EXPERIENCES ’, 62% OF MEXICAN BRANDS ARE IN SAVINGS MODE, THAT IS, THEY SAVE THEIR CAPITAL TO INVEST AFTER THE CRISIS:“ THIS IS NOT THE SOLUTION TO ENSURE THEIR PERMANENCE IN THE MARKET. THE ONLY THING THAT BRANDS CAUSE IS TO HAVE LESS RELEVANCE BECAUSE THEIR PRODUCTS DO NOT MEET THE NEEDS OF THE CONSUMER, THEY ARE MORE EXPOSED TO THE COMPETITION AND THEIR RECOVERY WILL BE MUCH SLOWER AND WILL REQUIRE MORE INVESTMENT “, REFIERES SERRA.

-TO AVOID THIS, YOU NEED TO CHANGE THE APPROACH AND LEARN FROM THE HITS AND MISTAKES. FOR THE MANAGER, THE SOLUTION IS IN GOING FOR

A CULTURE DRIVEN BY DATA – IN WHICH ONLY 13% OF MEXICAN BRANDS ARE NOW FOUND -, THAT IS, PRIORITIZE THE INVESTMENT IN TECHNOLOGY AND

CONSUMER UNDERSTANDING TO GROW IN DESPITE MARKET CONDITIONS: “EVERYONE WANTS TO DO GROW YOUR BUSINESS AT THE LOWEST POSSIBLE COST,

BUT IT IS ONLY ACHIEVED WHEN THERE IS A BALANCE BETWEEN INVESTING AND SELLING”,  HE ASSURES.

 **  NEW RIVAL FOR NETFLIX AND AMAZON?

SONY WOULD ENTER THE STREAMING WAR WITH THIS PURCHASE

10/30/2020 .- THE ANIME PLATFORM IS OWNED BY AT&T, BUT SONY WOULD HAVE MADE A VERY LARGE OFFER TO STAY WITH THIS STREAMING SITE

-ON THE ROUND OF THE CORNER WITH THE NEXT GENERATION OF CONSOLES ARRIVING, SONY IS ALREADY SETTING HIS FACE ON ITS NEXT PROJECT: THE

VIDEO-ON-DEMAND (VOD) STREAMING. IN REUTERS DATA, THE ELECTRONICS AND GAMING COMPANY WOULD HAVE MADE A LARGE OFFER TO

AT&T TO PURCHASE THE ANIME CRUNCHYROLL CONTENT SITE. THE IDEA IS SPECIFICALLY TO ALLOW THE JAPANESE TECHNOLOGY THE POSSIBILITY TO COMPETE WITH NETFLIX AND OTHER GLOBAL-SCALE RIVALS IN THE WORLD.

-THE DEAL WAS INITIALLY REPORTED BY NIKKEI ON FRIDAY. ACCORDING TO THE MEDIA, SONY AND AT&T ARE ALREADY IN THE FINAL PROCESS OF THE

TALKS. CRUNCHYROLL COULD BE SOLD TO THE PLAYSTATION OWNER FOR MORE THAN 100 BILLION YEN. THIS WOULD BE EQUIVALENT TO LITTLE MORE THAN 957 MILLION DOLLARS (MDD). A SPEAKER FOR THE JAPANESE COMPANY REFUSED TO GIVE REUTERS A COMMENT. HOWEVER, IT BELIEVES THAT TECHNOLOGY

HAS WIDE AMBITIONS FOR THAT PURCHASE.

-THE IDEA WOULD NOT JUST COMPETE WITH NETFLIX THANKS TO THE 70 MILLION SUBSCRIBERS THAT THIS STREAMING SERVICE HAS AROUND THE WORLD.

SONY WOULD ALSO USE THE PLATFORM TO CREATE AND DISTRIBUTE ITS OWN CONTENT, INCLUDING MOVIES AND MUSIC. ACCORDING TO REUTERS, IT IS A

MORE GENERALIZED STRATEGY OF THE NIPPAN TECHNOLOGY TO DIVERSIFY SOURCES OF INCOME. THIS, IN RESPONSE TO THE CONSTANT DROP IN THE

PERFORMANCE OF YOUR HARDWARE UNIT.

**  CUPRA GARAGE APP

CUPRA LAUNCHED THE FIRST APP THAT ALLOWS USERS TO LIVE THE EXPERIENCE OF BUYING A NEW CAR WITH JUST A FEW CLICKS, WITHOUT INTERMEDIARIES AND WITH ALL THE ADVANTAGES THAT CAN BE HAD WHEN VISITING A DEALERSHIP.

 

THIS APP OFFERS DISRUPTIVE TECHNOLOGY SUCH AS 360º CAR AND DEALERSHIP VISITS, UNIQUE TEST DRIVES, A UNIQUE, FULLY TRANSPARENT    AND INTUITIVE CHECKOUT AND PAYMENT PROCESS.

ALTHOUGH AT THE MOMENT THIS APPLICATION ONLY ALLOWS YOU TO BUY A CUPRA IN CASH, THE TRUTH IS THAT IT IS AN INITIATIVE WITH A GREAT FUTURE AT THE DOOR. IN THE SHORT TERM, THE APP WILL BEGIN WITH THE DEVELOPMENT OF CREDIT PURCHASES WITH WHICH CUSTOMERS WILL HAVE AT THEIR DISPOSAL ALL POSSIBLE OPERATIONS TO GUARANTEE THEIR SATISFACTION.

1.COMPETITOR’S ADVERTISING

** MAKING AGENCY : BETC (Paris)

A.CAMPAIGN GENERAL INFO

①TITLE : Rebuild the World

②CLIENT : Lego

③MAKING PERIOD : AUG-SEP 2020

④VIEWS : 585,836

STORY : It is a fun and colorful spot of almost two minutes that pays tribute to creativity and imagination.

①SUCCESS FACTOR

–  CONCEPT : The spot narrates how a story of a child game with Legos looks from the children imagination.

–  FILM DETAIL : The story comes alive through a mix between live film and animation with incredible production values.

⑦   LINK : https://www.youtube.com/watch?v=W-L0n5KUvJQ

⑧   CAPTURE