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Esta área de Toronja realiza encargos de publicidad comercial y social.
La publicidad comercial está en crisis debido a que le cuesta probar su eficacia comercial. Quizá sea porque cada día se toman más decisiones estratégicas y creativas detrás del vidrio de un focus group. Nuestro acercamiento al mercado viene desde una conjunción entre el mercadeo y las ciencias sociales.
La publicidad social, por su lado, se ha convertido en una necesidad impostergable en países como los nuestros donde existen tantas urgencias sociales y ciudadanas. El gran reto de esta forma de comunicación es superar diversas formas de paternalismo bien intencionado, profesionalizando lo que hoy se llama “comunicación para el desarrollo”.
Hacer publicidad, en general, supone un ejercicio que se mueve al filo. Supone dignificar personas y mercados. Implica cimentar las bases de una comunidad de ciudadanos diferentes e iguales. En suma: ser responsables y creativos.
Conozca algunos proyectos terminados…
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This area develops social and commercial advertising projects.
Commercial advertising is going through a crisis because of the trouble it is facing to prove its commercial effectiveness. Perhaps it could be because everyday, more and more strategic and creative decisions are being made behind a focus group window. Our approach comes from a combination of marketing and social sciences.
Social advertising, on the other hand, has become a pressing necessity in countries like Peru, where we find the existence of several social and civic urgencies. This type of communication has as its biggest risk overcoming different forms of good intentioned paternalism, professionalizing what we call today “communication for development”.
To advertise, in general, is an exercise that moves on the edge. It means to dignify people and markets. It implies building the foundations of a community of citizens, who are in many ways different, and the same. In conclusion: being responsible and creative.
More information on some of our finished projects:
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