{"id":219,"date":"2014-10-21T11:31:10","date_gmt":"2014-10-21T11:31:10","guid":{"rendered":"http:\/\/blog.ipp.edu.pe\/?p=219"},"modified":"2014-10-21T11:31:10","modified_gmt":"2014-10-21T11:31:10","slug":"que-susto-nos-aprobaron-la-campana","status":"publish","type":"post","link":"https:\/\/www.ipp.edu.pe\/blog\/que-susto-nos-aprobaron-la-campana\/","title":{"rendered":"\u201cQU\u00c9 SUSTO: \u00a1NOS APROBARON LA CAMPA\u00d1A!\u201d"},"content":{"rendered":"<p><a href=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2014\/10\/APLAUSO.jpg\"><img loading=\"lazy\" class=\"alignleft size-medium wp-image-220\" src=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2014\/10\/APLAUSO-300x130.jpg\" alt=\"APLAUSO\" width=\"300\" height=\"130\" \/><\/a>La aprobaci\u00f3n es una noticia buena, buen\u00edsima, que sin embargo \u201c<em>trae cola<\/em>\u201d. Cuando nos dicen que nuestro esfuerzo ha tenido \u00e9xito, junto a las celebraciones se une la natural incertidumbre que produce el tener que realizar la campa\u00f1a aprobada.<!--more--><\/p>\n<p>Pasada la euforia del triunfo, viene el plasmar lo que se ve tan bien en los guiones para tv y radio, las piezas gr\u00e1ficas, el <em>btl<\/em>, los paneles&#8230; Hacer realidad lo que hasta ahora han sido sue\u00f1os. No es f\u00e1cil pasar del papel y las ideas y si no se ha planeado bien antes como resolver cada cosa, nos vamos a encontrar con dificultades.<\/p>\n<p>Por eso es tan importante que el creativo publicitario tenga claro no solo <strong>QU\u00c9 ES<\/strong> lo que quiere, sino <strong>COMO<\/strong> realizarlo. No se trata de tener ideas geniales, sino que estas puedan llevarse a cabo. Confrontar las ideas, trabajar siempre en conjunto con los productores, esos que no son \u00fanicamente \u201c<em>consigue cosas<\/em>\u201d, consultar las ideas de cine con alguien que lo hace, para ver las posibilidades.<\/p>\n<p>El papel lo guanta todo y no podemos confiarnos diciendo \u201c<em>que se ocupe producci\u00f3n<\/em>\u201d. El creativo debe estar involucrado en cada paso y contribuir a la realizaci\u00f3n: son <strong>SUS<\/strong> ideas, \u00e9l <strong>TIENE<\/strong> que saber c\u00f3mo funcionan y se implementan para convertirse en los productos que aprob\u00f3 y espera el cliente. No concibo al creativo de escritorio, que cree que todo lo resuelven otros; que su misi\u00f3n ha terminado cuando apret\u00f3 la \u00faltima tecla y termin\u00f3 el gui\u00f3n.<\/p>\n<p>El creativo debe estar hasta el final, comprometerse con todo y no puede \u201c<em>sacar cuerpo<\/em>\u201d para culpar a <strong>OTROS<\/strong>.<\/p>\n<p>El creativo debe ser <strong>RESPONSABLE <\/strong>de <em>pe<\/em> a <em>pa<\/em>, en la campa\u00f1a y esto hay que entenderlo y practicarlo. De otro modo, siempre ha de ser otro el que le saque las casta\u00f1as del fuego.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La aprobaci\u00f3n es una noticia buena, buen\u00edsima, que sin embargo \u201ctrae cola\u201d. Cuando nos dicen que nuestro esfuerzo ha tenido \u00e9xito, junto a las celebraciones se une la natural incertidumbre que produce el tener que realizar la campa\u00f1a aprobada.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[13],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u201cQU\u00c9 SUSTO: \u00a1NOS APROBARON LA CAMPA\u00d1A!\u201d | IPP<\/title>\n<meta name=\"description\" content=\"La aprobaci\u00f3n es una noticia buena, buen\u00edsima, que sin embargo \u201ctrae cola\u201d. Cuando nos dicen que nuestro esfuerzo ha tenido \u00e9xito, junto a las\" \/>\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.ipp.edu.pe\/blog\/que-susto-nos-aprobaron-la-campana\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cQU\u00c9 SUSTO: \u00a1NOS APROBARON LA CAMPA\u00d1A!\u201d | IPP\" \/>\n<meta property=\"og:description\" content=\"La aprobaci\u00f3n es una noticia buena, buen\u00edsima, que sin embargo \u201ctrae cola\u201d. 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