Advertising? NO THANK YOU!: Afternoon of advertising and marketing by Xavier Oliver

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Yesterday's CreativeSarao attendees were lucky enough to have the presence of Dr. Xavier Oliver , professor at the IESE business school and an iconic professional in the world of advertising, who presented his book " Advertising? NO, THANK YOU! "

He began by commenting on the two phenomena that are currently occurring in the business world: the first he called Simplicity: a process by which processes are rationalised and common points are sought (among the different subsidiaries of the company) that can be easily controlled. He explained that in most cases, this phenomenon ended up turning companies into organisations that are difficult to control. The second phenomenon he referred to was related to the fact of “ controlling ” people: their salary, remuneration… which is a matter of great responsibility.

He argued with different examples that these two phenomena chinese overseas canada number data lead companies to be governed exclusively by those who “control” and not by those who “create.” And it is for this reason, especially in Spain and other countries that are recipients of large multinationals, that there is a loss of talent and creativity . Not because it does not exist, but because it is not allowed to flourish .

He then explained the second part of the book, in which he presents a management model that aims to avoid the above. The starting point for achieving organizational success is the product . If you don't have a very good product, you can do little in the market, but if, on the other hand, you have a very good product, it will attract good professionals who will want to work in your company. Having a team made up of very good people will help you win prizes, receive congratulations, etc., which will motivate the team and make them want to stay in the company. This means that I will have a loyal team and will lead me to be able to choose my clients better and to build loyalty. If I am surrounded by a good team and very good clients, the final consequence is that I will earn more money. With this I will be able to invest more in a better product, keep my team satisfied, etc. And the cycle begins again. This is how companies grow.

However, this is not the growth process that many companies follow . Instead, they first look for money and double-digit growth (10% per year), which is a necessary requirement for the stock market to “pamper you.” If you have a bad year and have not achieved this 10% growth in revenue, you start cutting costs to maintain this 10% and not lose your position in the stock market. This process ends up making companies smaller .

The session ended with a fun explanation of the difference between marketing ( managing to have a brand that leaves a mark on the consumer. Typical of companies that have a clear ideology and fight to achieve it), and marketing , which he defined as pure cosmetics, that is, putting on an appearance in order to be able to sell at any price.