Fri, 27 Jan 2023 10:04:04 GMT
Natalia has a 15-year career in the industry and a track record that includes academic experience, a Master's in Strategic Communication from the Adolfo Ibáñez University and a Master's in Creative Writing from the University of Salamanca. Also having worked with local, regional, and global brands such as Bci, Chevrolet, Coca-Cola, Heineken, L'Oréal, Mastercard, Nestlé, Pfizer, Preunic, Puma, P&G, Ripley, Santa Rita and Sky Airlines, among others, in addition to participate as a jury in Effie Latam.
Natalia> I really like what happens when you work in an integrated way, not only with the planning team, but all of us who are going to participate in a creative process; as relevant and meaningful ideas always come from that kind of work, a collaborative one.
Natalia> Fearless Girl in 2017. For me it is a campaign that appeared at a time when it was very important to make female empowerment visible, it was very timely. This piece helped to install the issue of gender diversity in the workplace and invite companies to recruit women for their management positions. I think it was a milestone and it will forever remain part of popular culture.
Natalia> Once again, the perspective of all those who participate in the process is very important.
Knowing how to read what everyone can contribute from their knowledge and their research is an added value to the process.
We are used to having appropriate and available data for each campaign, but without the perspective that each person on the team can provide, it would not be such valuable data.
Natalia> When the magic of a finding appears and it is turned into a territory, and that territory gives life to a creative idea.
Natalia> For me, the most important thing is to ask the initial questions for everything, what do we have to do, what is the goal, what is the objective? The challenge is to answer them in human language, not in the client's language. This exercise allows you to solve the client's challenges in the clearest possible way.
Natalia> With everyone, I like to generate good ties with the creative teams, I try to be close to them in the agency. What I like the most is the instance where we can talk about the findings, I like that they take the data as an input for their creativity and not just as a factor that helps to unblock an idea.
Natalia> We must all feel part of a whole system. The process of integration of roles, thoughts, and ideas is essential for it to be understood to work as a whole and not in parts.
Natalia> I think that in this area, the important thing is to understand how people approach or understand the work of the planner. It is also important to understand what discipline is, that is not always typical of a publicist, but rather typical of the person who likes to see the world from another perspective, and that perspective is what we should encourage.
Natalia> I love that this is happening, I think it is very important to understand that creativity and strategy always go hand in hand, one complements the other, and together they make effective campaigns that really have an impact on people's lives.
Natalia> I think it has to do with how we can make discipline become a communication advisor which helps companies/clients, not only in advertising, but throughout the production chain. The strategy does not live only in the communication part, it can be a contribution from the beginning of a product, in business problems, internal communication, etc.
Natalia> If you like the world of research, ideas, creativity, and the human being. Go ahead!
You must knock on doors, get out of your comfort zone, ask questions, explore, feed curiosity, the desire to learn, and have fun.