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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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In this area we carry out social and public advertisements.
Commercial advertising is in crisis because it is having trouble proving its commercial effectiveness. Perhaps it is a result of strategic and creative decisions that take place inside a cozy office or on the other side of the mirrored window, during a focus group. Instead it should be done by getting our hands dirty or after searching for alliances in other disciplines, as social sciences.
Social advertising, on the other hand, has become a pressing necessity in countries like ours where so many social and civic urgencies exist. Its biggest challenge is to overcome different types of well intentioned paternalism.
To do advertising is an exercise that moves on the edge. It means working to dignify people and markets. It lays the foundation for a market of citizens that are different but equal in rights and duties. Summing it up: we’re responsible and creative, with your money and the society.
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