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engagement

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Pensar, cria, comunicar

Na Guess What gostamos de brainstorm sessions. Apreciamos dissecar briefings, analisar os aspetos fortes e fracos de determinada marca, lançar ideias sem pés nem cabeça para cima da mesa e delas extrair orientações criativas que elevem as nossas propostas a patamares estratégicos, a patamares diferenciadores. Muitas vezes é do caos que surgem as melhores ideias, os ângulos de abordagem mais originais, as táticas mais impactantes. Mas, para que tal aconteça importa conhecer os papéis que cada um dos participantes incorpora: desde o condutor da orquestra até ao solista, passando pelo “carregador de pianos” todos são bem-vindos. Os melting pots empresariais fazem-se disso mesmo. Se uns são tremendamente criativos, outros são particularmente orientados.

Se uns se reservam ao direito de detetar múltiplos caminhos, outros vão direito ao objetivo final. Hoje, mais do que nunca, multiplicam-se os desafios de Comunicação. Os públicos-alvo distribuem-se por canais de informação e engagement com caraterísticas próprias. Por força do excesso de informação o apelo mediático implica um maior número de soluções out of the box. Os próprios budgets de marketing, pelo menos em Portugal, são hoje consideravelmente mais baixos do que há cinco ou mesmo há dois anos.

Em muitas empresas repete-se em loop a frase “menos dinheiro aguça a criatividade” e uma grande proposta, daquelas que ficam bem lá no canto do córtex cerebral e não permitem ser esquecidas, fazem-se disso mesmo. Todos nós, ilustres capitães de naus com responsabilidades maiores também na apresentação de Planos sabemos disso. Por aqui, repetimos vezes sem conta o solene dito “Quanto mais gozo te der a apresentar, mais hipóteses tens de ganhar”!Frase motivacional? Sem dúvida, mas não deixa de ser a pura das verdades. Acreditar no que se apresenta, defender com unhas e dentes os conceitos propostos. Tudo leva a uma estratégia mais ganhadora que perdedora – estou a falar de concursos onde todos partimos em pé de igualdade, claro.

O problema é que uma boa proposta requer um tipo de tempo que muitas vezes não é disponibilizado. Para pesquisar, online e offline, para ligar os pontos certos, para definir uma estratégia que não “cheire” a copy paste. O tempo é um bem precioso e uma tempestade perfeita de cérebros bem precisa dele para produzir momentos marcantes. Até porque, contrariando algumas crenças nacionais, a vida não é só feita de Comunicados de Imprensa.

©Jorge Azevedo, Managing Partner