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The Time Is Now

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La publicidad ha muerto. Empezó a morir en 2007, aunque en mucho sitios parece que todo sigue igual. Lo que tenemos que hacer ahora es Human Centered Innovation. Y redimirnos como publicistas, dejar de engañar a la gente con historias, escuchar qué quieren y hacer cosas que mejoren su vida.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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The Time Is Now

  1. 1. THE TIME IS NOW Xabier Liceaga @xabilice
  2. 2. DESMITIFICAR AL creativO
  3. 3. SOMOS TODOS CREATIVOS Y NOS GUSTAN LAS IDEAS, NOS BURLAMOS DE LOS EJECUTIVOS ELLOS NO SON GENIOS, NO SON CREATIVOS. LA GENTE NO NOS ENTIENDE. POR ALGO SON GENTE Y NO CREATIVOS. NI HABLAR DE LOS CLIENTES CUANDO NOS REBOTAN, A ELLOS LES EXPLOTA NADIE ES PIOLA COMO NOSOTROS NADIE LA TIENE TAN LARGA NADIE HACE TANTOS CHISTES DIVERTIDOS POR ALGO SON NADIE, Y NO CREATIVOS. HIMNO creativOs
  4. 4. A CREAR CREATIVOS, A CREAR,
 AL TABLERO, A LA MESA DE DIBUJO.
 A CREAR CON UN ÉXITO ROTUNDO,
 DE NOSOTROS DEPENDE ESTE MUNDO.
 
 LOS CIRUJANOS SON UNOS GILASTROS,
 LOS CIENTIFICOS UNOS BOBAZOS.
 
 DESCUBRIR LA VACUNA CONTRA EL SIDA,
 NO TIENE SENTIDO, NO SON CREATIVOS.
 
 LOS ARTISTAS SE VISTEN RARO,
 NOSOTROS ANDAMOS EN COCHES MUY CAROS.
 
 LOS ESCRITORES SON UNOS AMARGADOS,
 ELLOS SON TODOS CREATIVOS FRUSTADOS. HIMNO creativOs
  5. 5. DESCUBRISTE UNA FÓRMULA SECRETA, 
 PERO NO TENÉS CASA CON PILETA (piscina).
 
 VOS ENSEÑÁS EN UNA ESCUELA DE FRONTERA,
 A VER SI PODÉS VENDER EN LAS VEGAS.
 
 VOS GANASTE UN PREMIO NOBEL, QUÉ TARADO,
 NOSOTROS GANAMOS UN PLATA GRAMADO.
 
 VOS LOGRASTE QUE EN ORIENTE HAYA PAZ,
 ¿QUE FESTEJÁS? GILÚN! NO GANASTE EN CANNES.
 
 A CREAR CREATIVOS, A CREAR,
 AL TABLERO, A LA MESA DE DIBUJO.
 A CREAR CON UN ÉXITO ROTUNDO,
 DE NOSOTROS DEPENDE ESTE MUNDO. HIMNO creativOs
  6. 6. ME OLVIDÉ DE NUESTRO ANIVERSARIO,
 ESTABA EN EL CÓCTEL DEL PUBLICITARIO.
 
 AUNQUE A MI VIEJA LE SAQUEN UN RIÑÓN,
 ME VOY A MARCAR UNA LOCUCIÓN.
 
 MIS AMIGOS SON TODOS CREATIVOS,
 TAMBIÉN MI NOVIA ES CREATIVA.
 
 MI PERRO TRABAJÓ EN UN COMERCIAL,
 MI ABUELÓ SALIO EN UN IMAGE BANK.
 
 EN SIETE DIAS DIOS CREÓ EL CIELO Y LA TIERRA,
 CON ESE TIEMPO ASÍ CUALQUIERA.
 
 DIOS CREO EL JABALÍ QUE ES REPULSIVO,
 POR ALGO SOS DIOS Y NO CREATIVO. HIMNO creativOs
  7. 7. A CREAR CREATIVOS, A CREAR,
 AL TABLERO, A LA MESA DE DIBUJO.
 A CREAR CON UN ÉXITO ROTUNDO,
 DE NOSOTROS DEPENDE ESTE MUNDO.
 
 DE NOSOTROS DEPENDE ESTE MUNDO.
 
 DE NOSOTROOOOOOOOOS,
 DEPENDE ESTE MUNDO.
 
 
 
 AGULLA & BACCETTI HIMNO creativOs
  8. 8. EL MOMENTO ES AHORA
  9. 9. la Publicidad ha muertO
  10. 10. https://vimeo.com/10251808
  11. 11. la postPublicidad
  12. 12. la postPublicidad “La postpublicidad tendrá menos que ver con herramientas creativas y comunicaciones de productos o servicios y más con ideas configuradoras de modelos de negocios” Carlos Pérez / Presidente BBDO Argentina
  13. 13. la postPublicidad “Creo que muchas de las categorías y rubros que han definido el mundo capitalista están viviendo esos ocho minutos de cuenta atrás. Están disfrutando de la luz de un sol muerto. Todo sigue igual, nada indica que algo haya cambiado. Pero muy pronto todo cambiará. Y cambiará dramáticamente.” Carlos Pérez / Presidente BBDO Argentina
  14. 14. 8 min
  15. 15. la Publicidad ha muerto PERO ¿DESDE CuÁNDO?
  16. 16. 2007
  17. 17. 20072007 consumer CHANGED https://youtu.be/zweof0kBKUY
  18. 18. 2007 advertainment https://youtu.be/zdVoc8FXhz0
  19. 19. 2007 mobile
  20. 20. 2007 social media
  21. 21. 2007 you
  22. 22. 2007 ? ¿Cuánto tiempo sobrevivirá la publicad muerta?
  23. 23. la Publicidad ha muerto ¿y ahora qué?
  24. 24. human centered design
  25. 25. human centered innovation
  26. 26. https://youtu.be/BD0kuwi9ClE
  27. 27. Pensemos en un par de marcas que han triunfado de forma orgánica -sin hacer “publicidad”- y que estén centradas en el usuario. human centered innovation
  28. 28. https://youtu.be/m20blAQ9FbU
  29. 29. ¿Quiénes son los piratas? human centered innovation
  30. 30. ¿Quién tiene el PODER? human centered innovation
  31. 31. el USUARIO por encima de gobiernos, mafias, sindicatos, grupos de presión… Todo es cuestión de tiempo. human centered innovation
  32. 32. ¿dÓnde está?
  33. 33. ¿en lo “digital”?
  34. 34. la gente no está en lo digital
  35. 35. lo digital está en la gente
  36. 36. above below on off
  37. 37. FuCK THE LINE
  38. 38. https://vimeo.com/125311423
  39. 39. ¿Es un campaña below, es una activación, es social media, es digital, es new media, es promo, es branding, es guerrilla…? Es una campaña FuCK THE LINE
  40. 40. Es una campaña FuCK THE LINE https://youtu.be/pvcj9xptNOQ
  41. 41. ¿QuÉ le INTERESA?
  42. 42. ¿los beneficios del producto?
  43. 43. en vez de hacer que la gente quiera cOsas
  44. 44. HACEr COSAS quE LA GENTE quIErA
  45. 45. InNOvacióN
  46. 46. Es una campaña FuCK THE LINE https://vimeo.com/125311836
  47. 47. Es una campaña FuCK THE LINE https://vimeo.com/75179713
  48. 48. tecnOlogía
  49. 49. Es una campaña FuCK THE LINE https://youtu.be/AyXsVHJSk44
  50. 50. storydOing
  51. 51. Es una campaña FuCK THE LINE https://vimeo.com/105821419
  52. 52. “Las cosas no se dicen, se hacen, porque al hacerlas se dicen solas” Fernando Vega Olmos / PicNic
  53. 53. ¿QuÉ pOdemos hacer?
  54. 54. ¿QuÉ pOdemos hacer?redimirnOs
  55. 55. ¿QuÉ pOdemos hacer?MADMEN
  56. 56. ¿QuÉ pOdemos hacer?GooDMEN
  57. 57. ¿QuÉ pOdemos hacer?
  58. 58. ¿QuÉ pOdemos hacer?
  59. 59. ¿QuÉ pOdemos hacer?
  60. 60. @xabiliceXabier Liceaga Director Creativo Fuck The Line

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