The publicist Jordi Rosàs came into this world “by chance” after studying Economics, but his successful career – with more than “90,000 hours” dedicated to the profession, according to his own calculations – have made him the “Almodóvar of advertising.” It is not a compliment from his closest colleagues, but Rosàs has just been recognized by the 2024 Efficiency Award awarded by the Spanish Association of Advertisers (AEA) for his professional career. “Collecting an EFK is always confirmation that creativity is tremendously effective when it is at the service of a solid strategy,” says the publicist in a conversation with this newspaper. A “very vocational” profession due to the great effort it requires and based on creativity. Rosàs considers that advertising creativity is basic, since in many cases it is “a shortcut” that allows us to achieve “some objectives with less economic effort.” A career marked by “coherence and consistency” with his convictions has led him to be recognized this year not only for his career but also for &Rosàs as creative agency of the year by the magazine Announcements and for the Mahou campaign. And that the world of Advertising has nothing to do with what it was when Jordi Rosàs started working. Today “we live in times of immediacy and a lot of impatience”, which is why the publicist considers that it is increasingly “more difficult to surprise and capture the attention of the public.” “The only way I can think of is to tell them and offer them things that arouse their interest and always from the truth,” says Rosàs, who indicates that the challenge is to achieve all this “in less than two seconds,” which is the time it takes. It takes the consumer of some digital platforms to stop or continue scrolling. This search for attention in such an impatient world could lead to unprofessional or thoughtful campaigns. However, at &Rosàs they are clear that what is important is “the idea and the concept”, and then you will have to know how to land it in the target medium: press, radio, television, digital, social networks… “Each medium has its own particularities and requirements that you need to know for the execution to work,” explains the publicist, since each channel has its own audience, a different viewing environment, different formats, different durations. Even so, Jordi Rosàs defends that “the idea and concept must always be the same regardless of the support.”
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