We closed a fast-paced 2018 and this 2019 seems to be equally exciting. Everything happens at full speed and, both in our professional and personal lives, we are continually threatened by the need of ‘catching that train’: take it now, do not hesitate or you will regret it.
Now there are technological advances and digital tools we could not even dream of a few years ago. They have entered our lives and are here to stay and make everything easier for us, but… it is always for the best?
This is in fact the society we live in, and it is not at all necessary to revile everything that the digital era and new technologies provide, which is a lot and, in most cases, very good. It is not about proclaiming that “everything was better in the good old days”, because it is not true.
In our case, we have a profession full of haste, in a society full of haste. Contests, deliveries, proposals, deadlines, etc. It is nothing new, it has always been like that. But to what extent do all these advances, which are supposed to be here to help us, actually push us to an even more frenetic pace? And how does this rhythm affect the exercise of our profession?
Can we ever dream of connecting with an increasingly important mass of consumers who demand a return to the privilege of having their time back through trends such as slow life, slow food, etc., if we are incapable of experimenting that ourselves?
It seems that having time and returning to the essentials is a luxury that we cannot afford for us today. Around us there are so many things going on, and things we can access so quickly and easily, that it seems unforgivable not to be up to date with them all.
New profiles, digital tools, agency models, or new technologies are there to offer the best solutions for our clients, but should never divert us from what it is essential in our profession: ideas, strategies, excellence.
I hope that this 2019 we still find the time to focus on the essentials. Briefings, ideas, teams, constant training and updating… and of course while trying to understand both clients and consumers putting ourselves in their shoes.
We will assess all this next year to see if we finally made it!
María Miras, director at beon. Communication