Today I arrived early to the office and no one was there yet, so I walked around and then when I came back to the room, Percy, one of the creative guys, had just arrived. He came up to me and we started talking about the Innovation Academy and later he told me his role here.
For the past six days that I have been intrigued about what he does for the team, because at least twice every day I hear a hard punch of frustration against the table or a scream coming from his corner of the room. I always wonder what in the world is he doing. Well Percy does B R A N D I N G , which is the support promotions for the brand. Yes, compared to the other creative jobs who are always creating new cool things for different campaigns this is not as exciting but it's a very important job. He helps keep the brand always present in different forms so they communicate what the brand wants to transmit.
For the past six days that I have been intrigued about what he does for the team, because at least twice every day I hear a hard punch of frustration against the table or a scream coming from his corner of the room. I always wonder what in the world is he doing. Well Percy does B R A N D I N G , which is the support promotions for the brand. Yes, compared to the other creative jobs who are always creating new cool things for different campaigns this is not as exciting but it's a very important job. He helps keep the brand always present in different forms so they communicate what the brand wants to transmit.
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In an event, have you seen the tents with logos on them? When you buy the cans of beer have you realized they come in a plastic packaging? Have you seen that the bottles and cans have designs? Well all these things are thanks to him; he is the one practically keeping the brand alive. This made me realize how every single person in this team, either the directors who supervise and manage everything, or just simply designers or accountants who communicate with the clients. They all collaborate together and have the same importance to help a brand succeed. Without one of them, a part of this puzzle would be missing and all the aspects of the brand wouldn't succeed, they wouldn't be able to keep the brand alive and present amongst the public.
When I finished talking to Percy he handed over a book called "Manual de la identidad de la Marca Cristal." It explained how the identity of the brand Cristal is used; this book is distributed to people who work with or for the brand. Believe it or not things like this exist. This manual demonstrates the principles and guides of how to use the identity of the brand, from the way a logo should be displayed on different things to the minimum size you can resize a logo for a promotion. To be honest at first sight I thought it was dumb, who would take the time to do this? But then as I continued reading the manual and talked to Percy I changed my question to who wouldn't do that?
Think about it, If you want to communicate thoroughly with your costumers and transmit them a message then you need to make sure that your company and anyone who work with the brand manages it the same way. By doing this manual the company reassures that the clarity of the communication with the consumers in EVERY KEY LOCATION is the same, because if different people are transmuting fifteen different messages then the brand will not succeed or be effective since the message or presentation is different everywhere. As a company you need to define what the brand is and what the brand isn't so you know your focus and the rest of the people too.
When I finished talking to Percy he handed over a book called "Manual de la identidad de la Marca Cristal." It explained how the identity of the brand Cristal is used; this book is distributed to people who work with or for the brand. Believe it or not things like this exist. This manual demonstrates the principles and guides of how to use the identity of the brand, from the way a logo should be displayed on different things to the minimum size you can resize a logo for a promotion. To be honest at first sight I thought it was dumb, who would take the time to do this? But then as I continued reading the manual and talked to Percy I changed my question to who wouldn't do that?
Think about it, If you want to communicate thoroughly with your costumers and transmit them a message then you need to make sure that your company and anyone who work with the brand manages it the same way. By doing this manual the company reassures that the clarity of the communication with the consumers in EVERY KEY LOCATION is the same, because if different people are transmuting fifteen different messages then the brand will not succeed or be effective since the message or presentation is different everywhere. As a company you need to define what the brand is and what the brand isn't so you know your focus and the rest of the people too.
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This manual is truly a great guide, if not everyone had clear the colors used, the font and how the logo is created then Cristal wound't be a brand because it would have so many appearances and identities that consumers wouldn't be able to connect to one. Imagine if no one had clarity on how a brand is or how it looks or what is their message like; it would be a mess. Without the guide everyone working with Cristal wouldn't have the same vision and therefore the brand wouldn't be clear to the company or the clients, leading to failure.
Today was also my first day working with Diego, the Production Director. He explained me how he receives the ideas from creatives and then works with other companies to make them real and tangible. He creates budgets along with the companies who produce the final products and he is also there to supervise that everyone does their job and also that they are embracing the vision the agency has created. When commercials and billboards are going to be produced, he helps choose the models that will be part of the production. He has an entertaining job; however, it is very hard. Since it's the last step before being released, it means that he has to see that everything is perfect so it can be aired.
With my time with him, I learned to identify the components in a visual piece and script (for TV or raido) that need to be considered when doing the budget for commercials, visual pieces (billboards, panels, etc.) or audio recordings. I also learned about the the different behind -the- scene people that also need to be hired and considered to produce commercials, radio announcements and visuals. Without this job beign covered then the production companies wouldn't know what they need to hire and capture for the final product.
With my time with him, I learned to identify the components in a visual piece and script (for TV or raido) that need to be considered when doing the budget for commercials, visual pieces (billboards, panels, etc.) or audio recordings. I also learned about the the different behind -the- scene people that also need to be hired and considered to produce commercials, radio announcements and visuals. Without this job beign covered then the production companies wouldn't know what they need to hire and capture for the final product.
PRACTICING FOR THE REAL JOB -->
| 1. GRÁFICA Componentes 1. Supermercado (Wong, Vivanda) 2. Dos señores que trabajan 3. Una congeladora, 3 chelitas El vaso con chela 4. Sobre impresiones (nombre del producto, precio, advertencia, logo) Profesionales 1. Scauting- persona que busca la localización 2. Casa de casting- brinda modelos (2) 3. Vestuarista- ternos 4. Maquilladora y peinador 5. Director de arte- utileria y esenografía y ropa 6. PHOTOGRAPHER y asistentes 7. El que arregla el producto |  |
| 2. FILM Componentes 1. Casa 2. 4 amigos y extras de la fiesta 3. Una mesa, cervezas Campeona 4. Sobre impresiones (nombre del producto, precio, advertencia, logo) Profesionales 1. Scauting- persona que busca la localización (Casa) 2. Casa de casting- brinda modelos (2) 3. Vestuarista- ropa de reu 4. Maquilladora y peinador 5. Director de arte- utileria y esenografía (cervezas, mesas y cosas en la casa) 6. Camarógrafo y asistentes 7. El que arregla el producto |  |
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