{"id":7726,"date":"2016-06-06T00:00:10","date_gmt":"2016-06-06T00:00:10","guid":{"rendered":"http:\/\/mosaiking.com\/?p=628"},"modified":"2016-06-06T00:00:10","modified_gmt":"2016-06-06T00:00:10","slug":"publicitat-robar-delicte","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/publicitat-robar-delicte\/","title":{"rendered":"En publicitat, robar \u00e9s delicte?"},"content":{"rendered":"<p><span style=\"color: #333333;\">Vaig forta, s\u00ed. Aquest post \u00e9s una reflexi\u00f3 no gens tova. I la faig des de la serenor, un cop passada la r\u00e0bia i la decepci\u00f3 que m\u2019ha envait molts cops en el fet de sentir-me estafada. Sentir-me \u201crobada\u201d.<\/span><br \/>\n<span style=\"color: #333333;\">Com que ben segur que alguns estareu pensant, qu\u00e8 s\u2019empatolla ara la Marta, us ho explicar\u00e9, amb tots els ets i uts. Obviament sense dir noms. No cal, ho tinc clar. Es diu el pecat, per\u00f2 no el pecador. Ah, i en castell\u00e0 \u201ca buen entendedor pocas palabras bastan\u201d.<\/span><br \/>\n<span style=\"color: #333333;\">L\u2019altre dia, veig per Youtube una campanya molt vistosa, un spot amb una molt bona estrat\u00e8gia de comunicaci\u00f3. I penso, uix, com em sona aix\u00f2. Vaig al meu cartip\u00e0s de propostes presentades i no aprovades, i \u201ctachan, tachan!\u201d, all\u00e0 era. L\u2019estrat\u00e8gia de comunicaci\u00f3 clavada. Clavadeta. Tan clavada que incl\u00fas les paraules s\u00f3n les mateixes. Si b\u00e9 l\u2019execuci\u00f3 final \u00e9s diferent (nom\u00e9s faltaria que tamb\u00e9 s\u2019haguessin fet seu el concepte creatiu) la base, l\u2019eix, en qu\u00e8 se sustenta la campanya \u00e9s aquella que jo vaig presentar. Aquella proposta de la qual em van dir, et direm alguna cosa ben aviat doncs en res hem d\u2019engegar la nova campanya. Ah, (que s\u00e0pigues) hi ha varies empreses que s\u2019hi han presentat. Per\u00f2 no pateixis que et direm quelcom molt aviat. A vosaltres, us han dit alguna cosa? A mi tampoc\u2026<\/span><br \/>\n<span style=\"color: #333333;\">Segueixo? Doncs, un altre cas, divendres vaig a comprar a una botiga del barri i sobre el taulell veig una targeta d\u2019un altre comer\u00e7 que em guardar\u00e9 de dir a qu\u00e8 es dedica, i veig un esl\u00f2gan que acompanya al logo que m\u2019\u00e9s familiar. Torno a anar a la meva carpeta de propostes presentades i no aprovades i, de nou, bingo! El mateix claim o esl\u00f2gan, clavat, amb les mateixes dues parauletes que jo els vaig proposar un any enrere i que amb molt bones paraules em van dir, \u00e9s que ara no \u00e9s el moment de canviar res. Finalment ens esperarem. Quan fem el reposicionament de la marca i evolucionem el logo ja et trucarem.<\/span><br \/>\n<span style=\"color: #333333;\">B\u00e9, us podria posar m\u00e9s exemples, no tan clars com aquests dos que m\u2019han passat aquest darrer mes, per\u00f2 potser no cal. L\u2019ess\u00e8ncia del que vull explicar, est\u00e0 ben clara. I suposo que m\u2019heu ent\u00e8s.<\/span><br \/>\n<span style=\"color: #333333;\">Si la meva reflexi\u00f3 \u00e9s aquesta, la meva pregunta, no menys reflexionada \u00e9s com es pot fer perqu\u00e8 les idees en publicitat no es robin. Oi que tothom t\u00e9 clar que quan un va a un restaurant amb estrella no se li acudir\u00e0 demanar la recepta d\u2019aquell plat tan exquisit?<\/span><br \/>\n<span style=\"color: #333333;\">Un artes\u00e0 pastisser de comarques que es dedica a l\u2019elaboraci\u00f3 de carquinyolis fa uns dies que va sortir per la xarxa de televisions locals, explicant com fa el seu producte i donant-ne la recepta. Ah, per\u00f2 menys un producte que \u00e9s el seu secret i que el fa diferent de la resta. I que ni la seva dona el sap! Podem fer carquinyolis a casa, per\u00f2 no tenim ni el seu forn ni el seu secret, ni les seves mans! Seran bons, per\u00f2 no seran iguals. Els copiarem o els reproduirem? Sigui com sigui es quedaran a casa nostra, no en farem un \u00fas comercial.<\/span><br \/>\n<span style=\"color: #333333;\">Doncs en publicitat hauria de passar el mateix. Per\u00f2 \u00e9s clar, si quan portes la proposta de preu, no l\u2019acompanyes d\u2019una idea, sovint no \u00e9s f\u00e0cil vendre el bacall\u00e0. La creativitat hauria d\u2019estar protegida. Com? Cap advocat a la sala? Cap publicista a qui li hagi passat el mateix? Elimino la meva carpeta de propostes presentades? Deixo de prendre p\u00edndoles per a la mem\u00f2ria?<\/span><br \/>\n<span style=\"color: #333333;\">Eps, per sort, no passa sempre! I en 5 anys de <a style=\"color: #333333;\" href=\"http:\/\/www.mosaiking.com\/clients-2\/\" target=\"_blank\" rel=\"noopener\"><strong>Mosaiking<\/strong> Comunicaci\u00f3<\/a>, no \u00e9s habitual que passi.<\/span><br \/>\n<span style=\"color: #333333;\">Per\u00f2 tremolo, ja tremolo, doncs la setmana vinent presento una proposta proactiva on se\u2019m demanen idees. Idees robables?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vaig forta, s\u00ed. Aquest post \u00e9s una reflexi\u00f3 no gens tova. I la faig des de la serenor, un cop passada la r\u00e0bia i la decepci\u00f3 que m\u2019ha envait molts cops en el fet de sentir-me estafada. Sentir-me \u201crobada\u201d. Com que ben segur que alguns estareu pensant, qu\u00e8 s\u2019empatolla ara la Marta, us ho explicar\u00e9, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":631,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","_joinchat":[],"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[11],"tags":[],"class_list":["post-7726","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mosaiking-comunicacio","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>En publicitat, robar \u00e9s delicte? | Blog | Mosaiking Comunicaci\u00f3<\/title>\n<meta name=\"description\" content=\"Vaig forta, s\u00ed. 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