Everyone who has grown and developed its advertising work in Barcelona from 80 share a clear sense of decline and loss of size and prestige. The school's advertising and marketing communications and general Barcelona joy both dimension and prestige since the 60's to early 80's possibly.
Beyond the data, which corroborate that at times advertising in Barcelona could have come to mean 60% of the sector, the fact is that many of the advertising icons more independent and less tied to dominant positions in relation accounts and sectors, grew and developed in Barcelona. Slowly
this dominance, only corrected by phenomena arising in such SCPF Barcelona (inherited from professional culture) is unwinds like sugar, associated with the loss of accounts in emerging sectors, lack of access to major industrial groups and financial and maturation of traditional consumer accounts with almost all professionals in Barcelona "learned to walk." Decrease the size of the business because the accounts dwindle, but also diminishes our importance as providers of communications services in other places and even access or decrease our competitiveness in the Madrid market, self-supplying better and has more and better offer. From Barcelona we have access to large projects related to utilities and telecommunications. In Barcelona we adapt over the years to a greater number of accounts that never exceed double digits. Very experienced working with clients at times that often begin to replenish themselves from some of the products that offered general services agencies.
The advertising landscape in Barcelona begins to be populated by small micro-structures, very close to local customers and even relatives who may be very skilled in communication or marketing, because they have been in marketing since the 40 occasions . The cases of large structures are scarce and sometimes depend on a sector / client that defines them as great.
classic multinationals remain but lose steam, because their traditional sources of income, or those customers that actually paid the agency, or lose or reduce your income scale.
The advertising model of Barcelona, \u200b\u200bdifficult to understand or access from Madrid, finally cracks when we became importers of creativity, perhaps in a more symbolic than real, but in any case plasmable.
That the first "company" of the country ceases to 'buy' creativity in BCN and step for an agency to be based in Barcelona, \u200b\u200bMadrid, is a phenomenon that is neither bad nor good, but it is indicative that no longer satisfy the demand. Is becoming even more common than Madrid creative boutiques are associated with consumer brands as demand for creativity met a whole generation of agencies and professionals.
is understood that the dichotomy BCN - Madrid is not the key issue. It is an evidence, a phenomenon. The key is the loss of market volume in Barcelona associated with a change in the economic model and marketing, along with the difficulties or the maturation of markets for the acquisition of services now more mature and experts.
The international reference character Barcelona fails to dispel this environment. Some agencies develop international projects, but are very rare phenomena that have no general character and are associated with an international experience and some creative. As in the design world, being a "city of design" does not mean being a city selling design. In the same way as a city with international sympathy and attractive as a residence for expatriates, has not led to an international creative industry.
cluster may only advertising audiovisual production, helped by the concentration of talent, with local demand this time English (I think there is more than BCN is "created" in BCN) and the existence of an operational and infrastructure quality film can be an exception. In any case this phenomenon possibly is in question and more dependent on a handful of companies and professionals, who tend to move away from commercial production to align with the fiction film.
The truth is that despite the change of cycle or pattern, Barcelona was still licking its wounds until recently.
But that step out. While I think the crisis has dented the industry in Madrid but has not treeless, if I think the crisis is possibly the last straw for a whole way of life and work. The
crisis of 2007/08 final perspective which we did not identify is surely the most disastrous and complete crisis of the advertising culture and Barcelona. I am sure I am not mistaken if I say that none of the segments and types of agency is clear continuity and viability. It is true that some resistance as a result of short-term circumstances or factors related to its management culture.
Settling cases is not a question of this post. The important thing is to agree or disagree with the diagnosis that something is up, however we do not know who starts.
I think the mark of tradition was important to overcome the 90, but am not sure that the teachings of the old teachers and the breath of bourgeois prestige fleet still be sufficient.
sinks a finished model but not another
light up could be an option the alliance between the conceptual creative content generators? (Those who live in and to the media, not just "parasitizing" the media attention as with the advertising-break) have been tried such osmosis, but not really significant results. It is true that some manufacturers programming / content are being sold "persuasive communication", but is still young and I fear that is most a momentary output permanent vocation. As it happened Creative Artist when it became the apple of the eyes of the spark of life, these affairs are short and do not know if consolidated, well-organized regular income.
And is not that nothing happens in Barcelona, \u200b\u200bLet us die like old elephants. Is that things happen but do not know if they are "important things."
I mean is not significant that a local creative agency, of a more formal conceptual joins multinational managers or agencies that were referred or were created by myths of reference. It is normal, predictable, logical.
important things to happen, I say that somewhat atypical combinations arise. For understand important things proposals that create phobias and filias but somehow stirred the stagnant waters of a business that feels closed to change.
Barcelona's crisis can not be explained by the inaccurate charge that Barcelona is more parochial or political-culturally closer. Is false and obviously concerned. Barcelona is not closed. What happens to Barcelona is that it is more "old", less savage. Emerging markets are disorganized and competitive, but not necessarily better educated or higher quality. We acknowledge the Nordic boring but never low socio-innovative. I mean the marking of Madrid is not a hotbed of great innovations, the difference is in the dimension Corporate and institutional accounts in regulated industries and oligopolistic, as is the case of utilities, telecommunications or banking. Dimension is not dynamic. Is inertia.
Some accuse of being a "spa." A place where nothing happens and where no one lives with his teeth. Maybe.
And that may be causing the lack of ambition to succeed and change. But when the outflow of professionals is so great that I think we're going to face a total and inescapable cycle change, something has to happen.
I in the past that the "barbarians", I mean those who did not come from self-serving marketing market "posh" and consumer Could do something. But these "barbarians" who fondly associate the interactive and content people do not seem to make "blood" or ambition in the business of making marks and persuade. You have to have some Draper (Mad Men) for a seller of clouds. I have a feeling that your job is not the visions of leading brands and that hyperactivity and aggressiveness, he is far away. They are from another planet. I do not think are inoculated with the virus of the new rich who live from 80.
Something has to happen. But it is the scenario that nothing will happen. Or at least it seems that nothing happens.
may create a culture of business less "ambitious" smaller but much more flexible and able to integrate and virtually disintegrated. True workshops for people with more ant culture of cricket. With a culture of "project management" and not "account management". New ways of working that are based on increased permeability to professionals from other sectors and perhaps in the implementation of "everything is brand" in line with more channel neutral agencies. Organizations with less raw donuts.
Whatever happens, something will happen because the world never stands still. I was about to change. But real change and challenging, based on old blood new blood to lead to good blood, which is what counts.
Luck.
