{"id":2008,"date":"2024-02-26T11:39:52","date_gmt":"2024-02-26T14:39:52","guid":{"rendered":"http:\/\/blog.bpool.co\/bisthenewa\/?p=2008"},"modified":"2024-07-11T10:15:00","modified_gmt":"2024-07-11T13:15:00","slug":"featured-story-49-speakeasy","status":"publish","type":"post","link":"https:\/\/blog.bpool.co\/bisthenewa\/featured-story-49-speakeasy","title":{"rendered":"Featured Story #49 | Speakeasy"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Inova\u00e7\u00e3o Descomplicada na Publicidade: Do Abandono do Tradicional \u00e0 Gera\u00e7\u00e3o de Ideias Impactantes<\/strong><\/p>\n\n\n\n<!--more-->\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00e3o in\u00fameros os desafios que a publicidade contempor\u00e2nea enfrenta, como a escassez de criatividade em uma economia voltada para a gera\u00e7\u00e3o de ideias constantes e a necessidade da inova\u00e7\u00e3o a cada projeto. A <strong><a href=\"https:\/\/www.speakeasykb.com\/#intro\">Speakeasy<\/a> <\/strong>chega ao Brasil com vasta experi\u00eancia internacional na elucida\u00e7\u00e3o dessas problem\u00e1ticas, ao conectar, envolver e selecionar ideias disruptivas por meio de criativos, planejadores estrat\u00e9gicos, designers e inovadores experientes globais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nesta edi\u00e7\u00e3o da Featured Story, <strong>Wilson Pereira<\/strong>, s\u00f3cio e Chief Business Officer, <strong>Marcello Magalh\u00e3es<\/strong>, s\u00f3cio-fundador e Chief Strategy Officer e <strong>Marcus Kawamura<\/strong>, s\u00f3cio e Chief Creative Officer da Speakeasy, compartilham a experi\u00eancia de mais de 25 anos em neg\u00f3cios e comunica\u00e7\u00e3o e vis\u00e3o sobre como a ag\u00eancia redefiniu o paradigma da inova\u00e7\u00e3o na publicidade.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Confira a entrevista:<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"115\" src=\"https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-1024x115.png\" alt=\"\" class=\"wp-image-711\" srcset=\"https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-1024x115.png 1024w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-300x34.png 300w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-768x86.png 768w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-1536x172.png 1536w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-2048x230.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Com uma experi\u00eancia de mais de duas d\u00e9cadas em publicidade, passando por grandes empresas, voc\u00eas presenciaram mudan\u00e7as significativas no mercado. Ao analisar retrospectivamente, qual desafio voc\u00eas consideram constante dentro da publicidade?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As mudan\u00e7as realmente foram significativas. Mas n\u00e3o foi a publicidade que mudou, foi o mundo. Hoje estamos conectados o tempo todo, bombardeados por conte\u00fados, mensagens, informa\u00e7\u00f5es que chegam at\u00e9 n\u00f3s das mais variadas formas. Al\u00e9m disso, os influenciadores e a intelig\u00eancia artificial t\u00eam ocupado cada vez mais espa\u00e7o. A publicidade teve que entender e se adaptar a todas essas mudan\u00e7as.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas, mesmo com todas essas mudan\u00e7as, a ess\u00eancia do nosso neg\u00f3cio n\u00e3o mudou. A busca por ideias inovadoras e disruptivas. Se a ag\u00eancia for capaz de gerar ideias que se destaquem dessa profus\u00e3o de conte\u00fados (na maioria das vezes, de pouca ou nenhuma criatividade) e que tenha relev\u00e2ncia cultural e conex\u00e3o com o p\u00fablico.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A multiplica\u00e7\u00e3o de poss\u00edveis canais de comunica\u00e7\u00e3o fez com que muitas ag\u00eancias se especializassem, ou pusessem seu foco nas atividades t\u00e1ticas apenas. Sabemos da import\u00e2ncia de uma vis\u00e3o criativa-estrat\u00e9gica que permita a compreens\u00e3o e atua\u00e7\u00e3o nos aspectos mais amplos de longo prazo para as marcas, e trabalhamos para criarmos as melhores ideias a partir desta vis\u00e3o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A Speakeasy \u00e9 uma ag\u00eancia de atua\u00e7\u00e3o internacional com um time de talentos diverso, distribu\u00eddo ao redor do mundo, como voc\u00eas enxergam a import\u00e2ncia dessa diversidade de pessoas, viv\u00eancias e experi\u00eancias para a criatividade?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A possibilidade de trabalhar com os mais variados perfis e segmentos de talentos \u00e9 parte fundamental do DNA da SPEAKEASY. A quest\u00e3o da representatividade de grupos \u00e9 importante para nosso neg\u00f3cio, assim como a possibilidade de gera\u00e7\u00e3o de novas ideias que nascem das diferen\u00e7as entre diversas vis\u00f5es do mundo. A Speakeasy&nbsp; est\u00e1 presente em mais de 30 pa\u00edses atrav\u00e9s de nossa rede independente de talentos &#8211; \u00e9 uma tend\u00eancia emergente que muitos chamam de Open Talent &#8211; a busca e experimenta\u00e7\u00e3o de diversos especialistas da ind\u00fastria criativa, que permite a diversidade de ideias, com profundidade e agilidade de atua\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este modelo tamb\u00e9m permite uma perfeita conjuga\u00e7\u00e3o da vis\u00e3o global dos neg\u00f3cios, mas um dedo no pulso dos mercados e idiossincrasias locais. Aspecto fundamental na realidade de muitas empresas Globais e Multi-locais.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por fim, \u00e9 na diversidade que encontramos tamb\u00e9m os talentos independentes que trazem n\u00e3o s\u00f3 a expertise mas tamb\u00e9m paix\u00e3o por determinados assuntos espec\u00edficos.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O desejo por uma maior liberdade e flexibilidade no trabalho projeta talentos independentes incr\u00edveis para trabalharem com organiza\u00e7\u00f5es em rede como n\u00f3s. Isto faz com que o resultado seja n\u00e3o s\u00f3 criativo mas estrategicamente bem-fundamentado.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Olhando para o futuro, como voc\u00eas enxergam a evolu\u00e7\u00e3o da publicidade e&nbsp; de que maneira percebe a contribui\u00e7\u00e3o do seu trabalho nesse cen\u00e1rio em constante transforma\u00e7\u00e3o?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Todos estamos acompanhando a transi\u00e7\u00e3o de um modelo organizacional mais r\u00edgido, hier\u00e1rquico e tradicional, para um modelo de processo de trabalho que \u00e9 mais fluido, valorizador dos indiv\u00edduos versus as estruturas e hierarquias.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neste ambiente o desafio das empresas existentes \u00e9 romper com as amarras do modelo que serviu no passado, mas que n\u00e3o \u00e9 suficiente para lidar com os desafios de um mundo \u201cVUCA\u201d (Volatile, Uncertain, Chaotic, Ambiguous). A resposta para isto \u00e9 fluidez e agilidade nos processos criativos e produtivos, atrav\u00e9s da capacidade de curadoria dos talentos dispon\u00edveis.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para as empresas que conseguem se adaptar a esta nova realidade, o mundo passa a ser o pr\u00f3prio celeiro de talentos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nossa miss\u00e3o, neste processo, \u00e9 fomentar novas formas de processo criativo, estruturado em rede, e valorizador da qualidade e talentos independentes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Qual \u00e9 o papel da tecnologia na abordagem de trabalho da ag\u00eancia?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A Speakeasy nasceu em 2019, \u00e0s v\u00e9speras da Pandemia, ent\u00e3o ela \u00e9 nativa do ambiente digital. Inicialmente, a tecnologia proporcionou de sa\u00edda uma total aus\u00eancia de fronteiras temporais e geogr\u00e1ficas. Hoje na Speakeasy operamos internacionalmente em nosso dia a dia com todos os continentes, e mais de 200 talentos independentes. Entre n\u00f3s, s\u00f3cios,&nbsp; n\u00e3o h\u00e1 dist\u00e2ncia, \u00e9 como se estiv\u00e9ssemos todos juntos em uma sala no dia a dia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O acesso a tecnologias como AI, Blockchain, entre outras, vai muito al\u00e9m do uso como ferramenta produtiva. Acreditamos, e estamos operando hoje com parceiros que desenvolvem e pensam na tecnologia de forma impactante e transformadora da pr\u00f3pria experi\u00eancia de uso de servi\u00e7os e produtos de nossos clientes. Como por exemplo, um sistema que acelera e facilita os passos para realiza\u00e7\u00e3o de pedidos em uma loja de fastfood, baseado num maior entendimento do perfil psicogr\u00e1fico dos clientes.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Voc\u00eas acreditam que a colabora\u00e7\u00e3o entre diferentes disciplinas dentro da ag\u00eancia contribui para a gera\u00e7\u00e3o de ideias?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A colabora\u00e7\u00e3o entre diferentes disciplinas dentro da ag\u00eancia \u00e9 fundamental para a gera\u00e7\u00e3o de grandes ideias. Mas hoje acreditamos que a nova fronteira est\u00e1 na colabora\u00e7\u00e3o FORA da ag\u00eancia. \u00c9 imposs\u00edvel, improdutivo e dispendioso manter um time interno que cubra todas as disciplinas e expertises do complexo mundo da comunica\u00e7\u00e3o.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Portanto, a articula\u00e7\u00e3o sincera e saud\u00e1vel entre parceiros especialistas no mercado \u00e9 o caminho para a gera\u00e7\u00e3o e execu\u00e7\u00e3o de ideias eficazes. Como por exemplo o trabalho que temos realizado para nosso cliente Clear e seu patroc\u00ednio do Campeonato Paulista. Ao nosso lado temos a plena sintonia dos parceiros da LIGA, uma ag\u00eancia de PR que sabe tudo sobre o mundo do futebol nacional e internacional, e nos apoia da concep\u00e7\u00e3o a execu\u00e7\u00e3o dos projetos e ideias que criamos.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Voc\u00ea busca inspira\u00e7\u00f5es externas e fora do \u00e2mbito publicit\u00e1rio para enriquecer as estrat\u00e9gias dos projetos?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O grande concorrente e benchmark do \u00e2mbito publicit\u00e1rio \u00e9 a cultura, especialmente a cultura popular. Se n\u00e3o tivermos a disciplina e compet\u00eancia para ler o que acontece na cultura popular, estamos fora do di\u00e1logo com a sociedade. Nossa ambi\u00e7\u00e3o deve ser sempre a de entender, fomentar e participar dos di\u00e1logos com a Cultura Popular. A\u00ed vivem os verdadeiros e valiosos insights e as grandes ideias.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Como voc\u00ea percebe a necessidade de adaptabilidade e flexibilidade para o sucesso cont\u00ednuo no campo da publicidade?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As empresas que n\u00e3o souberem se adaptar \u00e0s novas realidades de nosso mundo, est\u00e3o perdendo relev\u00e2ncia e ficando fora do mercado.&nbsp; Como \u00e9 poss\u00edvel conceber que uma equipe fixa, dentro de uma estrutura r\u00edgida e hier\u00e1rquica seja capaz de entender sobre cada tecnologia, cada novidade, cada assunto&nbsp; que s\u00e3o gerados no mundo da comunica\u00e7\u00e3o? \u00c9 imposs\u00edvel. Por isso operamos no modelo open talent, realizando a curadoria de talentos e customizando equipes feitas sob medida para cada necessidade de clientes e projetos. \u00c9 a forma que desenhamos para sempre termos equipes qualificadas e desenhadas para cada cliente e cada projeto.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Da inova\u00e7\u00e3o em embalagens a grandes campanhas de lan\u00e7amento, \u00e9 assim que temos funcionado pelo mundo inteiro e agora no Brasil.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Inova\u00e7\u00e3o Descomplicada na Publicidade: Do Abandono do Tradicional \u00e0 Gera\u00e7\u00e3o de Ideias Impactantes<\/p>\n","protected":false},"author":1,"featured_media":2160,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[3],"tags":[7,11,129,128],"class_list":["post-2008","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-stories","tag-bpoolpartners","tag-featured-story","tag-parceiros","tag-speakeasy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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