Comunicación participates in Quito del Calzón Quitado, an event at San Francisco University

From Tuesday 9 to Thursday 11 in April, the School of Communication of the Universidad del Azuay was invited to the 2019 Thirteenth Seminar on Advertising 'A Calzón Quitado', organized by the College of Communication and Contemporary Arts of the San Francisco University of Quito ( USFQ).

During these three days, conversations were held with national and international experts who presented topics such as community management, interactivity, planning, creativity, marketing, digital media and guidelines; In this way 21 students of the Communication career and 3 graduates participated in the event together with Cecilia Ugalde, a research teacher at the School.

This year's theme was focused on industry trends, so it was called "Calzón" Trends", Where it was presented to the main protagonists of the advertising industry:

Andrés Fajardo and Karla Román, specialists in digital marketing, mentioned the 'Top 5 Digital' in the current trend: Artificial intelligence, augmented reality, chat bot, video live and voice search. Additionally, they developed an interaction with the cell phones of the public to answer questions about the topic, obtaining an intense feedback in the Blue Room of the USFQ.

Andrea Basantes, strategic planner in Commonwealth // McCann, indicated the need to generate a narrative adapted to the trends to get a positive response from the audience.   

Alexandra Vaca, with her pseudonym "Sakura Mucca", creative director of Commonwealth // McCann Ecuador, mentioned: "At the launch of the new Chevrolet Beat we tell small mini stories of single parents, couples without children, same-sex couples, strong women, families composed of friends, parents who adopt, all this under the concept: What is the Beat that moves your life? ", changing the traditional family model to a reality of the new families of today's society".

Jairo Lezaca, creative general director at Publicis Ecuador, presented the 10 commandments of advertising, highlighting how passionate one must be to adapt to the constant changes that the industry of this profession has.

Mateo Cajas, founding entrepreneur of 'Más Cerca', an Influence Marketing company, pointed out the work he has been doing with several commercial campaigns related to the area of ​​food, health, social and entertainment driven by influencers.

Manuel Hoffmann, copywriter of RedNet / Ogilvy, highlighted the relevance of knowing all the areas that surround us, as well as the importance of the spelling in the advertising writing challenging the public to find a misspelling in its presentation, where later a student from the University of Azuay managed to discover Winning a prize on the part of the exhibitor.

César Centeno, brand manager of Pilsener, along with Tahnee Farfán, director of strategic planning at MullenLowe Delta, explained the Pilsener campaign that was called: "The party of all" with a clear message of uniting all Ecuadorians regardless of their regions , races, accents, ideologies and others.

Camila Trombert, creative director at Element Mexico, emphasized: "The more creativity, the greater the virality, depending on how disruptive we are thinking". He is also Co-founder of the 'Crosses X Roses' movement that seeks to aesthetically visualize feminicides to generate awareness.

Kako Vera, co-founder of Geevo.io and Coworking Cuenca, explained the importance of the marked languages ​​for the network and accessibility: BML (Blind Markup Language) so that these through the Internet experience a rapid and surprising evolution.

Diego'Nacho 'Villalba, Creative Director at Punto 99, expressed his experience directing advertising campaigns for Diners Club, Banco Pichincha, DirecTV, Chevrolet, Alka-Seltzer, among others, concluding as follows: "Fear is the fuel that it forces to be better ", referring to the creative risks in the world of advertising.

Finally, the 11 in April was awarded to the prestigious advertising agencies of the country that participated with their most outstanding work in categories such as best television commercial, best radio spots, best piece of BTL, among others.