{"id":4339,"date":"2019-12-20T13:29:46","date_gmt":"2019-12-20T11:29:46","guid":{"rendered":"https:\/\/www.creactivitat.com\/debat-innovacio-creativita-i-associacionisme\/"},"modified":"2021-09-14T17:28:13","modified_gmt":"2021-09-14T15:28:13","slug":"debat-innovacio-creativitat-i-associacionisme","status":"publish","type":"post","link":"https:\/\/www.creactivitat.com\/ca\/debat-innovacio-creativitat-i-associacionisme\/","title":{"rendered":"Debat: Innovaci\u00f3, Creativitat i Associacionisme"},"content":{"rendered":"<p>El passat mes de setembre la revista <strong><a href=\"http:\/\/interactivadigital.com\/\">Interactiva<\/a><\/strong> va reunir set de les principals ag\u00e8ncies digitals de <strong>Barcelona<\/strong> per a debatre sobre <strong>innovaci\u00f3<\/strong>, <strong>creativitat<\/strong> i l&#8217;esperit de <strong>col\u00b7laboraci\u00f3<\/strong> que impera en un sector cada vegada m\u00e9s competitiu. Entre aquestes ag\u00e8ncies es trobava\u00a0<em><strong>Creactivitat<\/strong><\/em>, representada per <a href=\"https:\/\/www.linkedin.com\/in\/eduardvandellos\/\"><strong>Eduard Vandell\u00f2s<\/strong><\/a>, com a CEO de l&#8217;empresa.<\/p>\n<p>Sobre innovaci\u00f3, Eduard Vandell\u00f2s argumentava que la clau est\u00e0 a canviar l&#8217;ideari dels clients: \u201cFer-los entendre que no tot han de ser sempre resultats mesurables, sin\u00f3 que de tant en tant es permeti entrar en estats mentals de <em>beta\u00a0thinking<\/em>\u201d. Malgrat aix\u00f2, el propi Director de\u00a0<em>Creactivitat<\/em>\u00a0dedu\u00efa, que aquest \u00e9s un deure complex si es t\u00e9 en compte la percepci\u00f3 que cada client pot arribar a tenir sobre el concepte: \u201cHi ha clients per als quals innovar pot ser simplement treballar sobre el\u00a0CRM, mentre que uns altres poden fer-li un volt de rosca despr\u00e9s d&#8217;una altra a la manera en qu\u00e8 un v\u00eddeo arribi al client final\u201d. En aquest sentit\u00a0<strong>Toni Mascar\u00f3<\/strong>,\u00a0com a Fundador de\u00a0<em><strong>eMascar\u00f3<\/strong><\/em>, reflexionava sobre el tipus d&#8217;empresa que est\u00e0 capacitada a\u00a0 treballar en innovaci\u00f3: \u201cAvui dia les empreses han de ser competitives i per a ser competitives han d&#8217;utilitzar les noves tecnologies, i aix\u00f2 l&#8217;han d&#8217;aportar prove\u00efdors madurs i seriosos, i el client ja sap on s\u00f3n\u201d.<\/p>\n<p>El concepte creativitat va ser una altra de les consideracions que es van posar a debat entre els assistents. Per a Eduard Vandell\u00f3s, la creativitat s&#8217;ha d&#8217;impulsar sobre estructures l\u00edquides i flexibles: \u201cNo necessito crear departaments perqu\u00e8 tot evoluciona de manera natural (\u2026) Comptem amb un creatiu de tota la vida que \u00fanicament se centra en creativitat,\u00a0 i despr\u00e9s s\u00f3n uns altres dins de l&#8217;ag\u00e8ncia els que ho implementen als diferents mitjans i canals\u201d. Per la seva part <strong>Eduard Corral<\/strong>, com a Fundador de <em><strong>Buzz M\u00e0rqueting Networks<\/strong><\/em>, aprofundia en l&#8217;aplicaci\u00f3 del concepte a l&#8217;hora de treballar amb clients: \u201cLa creativitat no ha de ser un objectiu sin\u00f3 all\u00f2 que et permet aconseguir un objectiu (\u2026) En el nostre cas, elaborem una llista amb una s\u00e8rie de <em>insights<\/em> i de data (\u2026) i amb aquesta informaci\u00f3 generem una creativitat que s\u00ed ajuda a aconseguir els objectius que l&#8217;anunciant s&#8217;havia marcat\u201d. En aquesta mateixa l\u00ednia parlava <strong>Albert Ros<\/strong>, com a Director Executiu de <em><strong>Jirada<\/strong><\/em>: &#8220;Nosaltres posarem sobre la taula una creativitat que pr\u00e8viament h\u00e0gim pogut certificar que funciona. El que no volem \u00e9s apostar per una creativitat que visualment \u00e9s molt potent o molt ocurrent per\u00f2 que el consumidor final no ent\u00e9n o amb la qual no connecta&#8221;.<\/p>\n<p>La col\u00b7laboraci\u00f3 entre ag\u00e8ncies i\/o freelances va ser un dels temes m\u00e9s controvertits de la jornada. <strong>Narc\u00eds Estanyol<\/strong>, com a Director de <em><strong>Comblue<\/strong><\/em>, argumentava que la mentalitat start up de la seva empresa l&#8217;obligava a apostar per l&#8217;associacionisme: \u201cEl m\u00f3n \u00e9s global i \u00e9s impossible estar en tot (\u2026) Entenem que \u00e9s fonamental establir relacions de col\u00b7laboraci\u00f3 amb altres ag\u00e8ncies que poden aportar alguna cosa que tu no tens\u201d. En el costat oposat a aquest raonament, es posicionava <strong>Felice Cafarelli<\/strong>, com a Director de <em><strong>Clickpoint<\/strong><\/em>: \u201cS\u00f3c m\u00e9s d&#8217;apostar per gent que estigui sempre amb mi i que treballi per projectes perqu\u00e8 necessito una continu\u00eftat, i aquesta continu\u00eftat amb els <em>freelances<\/em> \u00e9s molt dif\u00edcil d&#8217;aconseguir\u201d. En un punt intermedi a aquestes reflexions se situava <strong>Laia Cardona<\/strong>, com a Responsable de Comunicaci\u00f3 i M\u00e0rqueting en <em><strong>Cyberclick<\/strong><\/em>: \u201cFuncionem a manera de laboratori. Innovem i formem constantment i intentem que tothom se senti part de cada projecte. Evidentment hi ha especialistes (&#8230;) I a vegades aquests especialistes han de venir de fora i de manera puntual, sobretot en alguns casos, a l&#8217;inici d&#8217;un projecte\u201d.<\/p>\n<p>El punt en com\u00fa al qual s\u00ed que van arribar les set ag\u00e8ncies digitals, va anar en la mena de relaci\u00f3 que s&#8217;ha de promoure entre companyia i client, a l&#8217;hora de dur a terme projectes en com\u00fa. \u201c<strong>Segmentaci\u00f3<\/strong>\u201d, \u201c<strong>honestedat<\/strong>\u201d, \u201c<strong>personalitzaci\u00f3<\/strong>\u201d, \u201c<strong>confian\u00e7a<\/strong>\u201d \u201c<strong>fidelitzaci\u00f3<\/strong>\u201d i \u201c<strong>reputaci\u00f3<\/strong>\u201d van ser algunes de les expressions que van utilitzar els responsables d&#8217;aquestes empreses per a descriure un tipus de vinculaci\u00f3 reeixida. Una concepci\u00f3 que, segons Eduard Vandell\u00f2s, nom\u00e9s s&#8217;aconseguir\u00e0 trav\u00e9s de la pedagogia: &#8220;tant a client com a consumidor final&#8221;.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/abelgonzalezlozano\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Abel Gonz\u00e1lez<\/em><\/a><\/p>\n<p><em>Departament de M\u00e0rqueting<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El passat mes de setembre la revista Interactiva va reunir set de les principals ag\u00e8ncies digitals de Barcelona per a debatre sobre innovaci\u00f3, creativitat i l&#8217;esperit de col\u00b7laboraci\u00f3 que impera en un sector cada vegada m\u00e9s competitiu. Entre aquestes ag\u00e8ncies es trobava\u00a0Creactivitat, representada per Eduard Vandell\u00f2s, com a CEO de l&#8217;empresa. Sobre innovaci\u00f3, Eduard Vandell\u00f2s [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3141,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[25],"tags":[],"class_list":["post-4339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-disseny-web"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Debat: Innovaci\u00f3, Creativitat i Associacionisme &#8226; CREACTIVITAT<\/title>\n<meta name=\"description\" content=\"Debat: Innovaci\u00f3, Creativitat i Associacionisme\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.creactivitat.com\/ca\/debat-innovacio-creativitat-i-associacionisme\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Debat: Innovaci\u00f3, Creativitat i Associacionisme\" \/>\n<meta property=\"og:description\" content=\"Debat: Innovaci\u00f3, Creativitat i Associacionisme\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.creactivitat.com\/ca\/debat-innovacio-creativitat-i-associacionisme\/\" \/>\n<meta property=\"og:site_name\" content=\"CREACTIVITAT\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/creactivitat.webs\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-20T11:29:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-09-14T15:28:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.creactivitat.com\/wp-content\/uploads\/2018\/10\/interactiva_revista_agencias_digitales.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin_creac\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CreactivitatDT\" \/>\n<meta name=\"twitter:site\" content=\"@CreactivitatDT\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin_creac\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuts\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Debat: Innovaci\u00f3, Creativitat i Associacionisme &#8226; 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