Changes on to something else.
- Antonio Horcajo Nicolau
- 2 hours ago
- 5 min read
Change as a constant and adaptation as a guarantee of success.
Change is the concept that denotes the transition from one state to another ; according to the Royal Spanish Academy (RAE), it is simply the action and effect of changing. One thing we know for sure is that we all change, even if we don't seek it out. Science tells us that the cells in our bodies renew themselves every ten years or so. Today you are a completely different person than you were ten years ago, and you will be in five years. Society changes, and with it, everything around it. Heraclitus said that one cannot step into the same river twice, for the river will not carry the same water, nor will the person stepping in it be the same.
Herein lies the crux of the matter: the how, the what for, and above all, the why. Questions that many brands aren't asking themselves when communicating because what they're after is simply being present, present, present. One of the biggest problems we, as consumers, are experiencing in our relationship with brands is the oversaturation caused by the pursuit of hype . All of this impacts our sector, which is directly responsible for the relationship between brands and "consumers." Yes, I understand that some will think, "But they're the ones who decide, the ones who pay," but we are the ones who must be able to offer and defend what's right.
Agencies, brands, and media outlets are increasingly saturating users with a constant barrage of campaigns, memes, and uncontrolled content. All in the pursuit of relevance, mental space, likes, shares, retweets , or other metrics, and, of course, with the ultimate goal of making a sale or, even worse, simply to be there and not our competitors.
The existence of ad blockers should make us realize the need to truly begin a change in mindset . Brands must understand that technological transformation is accompanied by social transformation. In less than 10 years, we've experienced several such transformations, one of the most significant being health, which has generated a radical shift in mentality that we must learn to adapt to. We must learn to understand the changes occurring in human behavior, something that is fundamental. Becoming a fan of something is not simply a matter of pressing a button.
Relevance and consistency are parallel battles that must be fought, with a balanced strategy and diet measured by brand equity .
The world is changing at breakneck speed, and the people who live in it are undoubtedly changing too. Or perhaps they are the ones who have changed it… The economy, politics, and above all, technology are fundamental aspects for understanding this social change. We won't delve into politics, since, given the current state of affairs, it's best to get straight to the point. Regarding the economy, in short, we could say that it has woken us up, and that's where the third aspect of change comes in: technology. These are questions that many brands aren't asking themselves when communicating, when planning their short- and medium-term strategies, because they still think these are just trends that don't affect them. They need to understand that we no longer talk about target audiences or buyer personas, that the community is more powerful and viral because it allows us to interconnect people of different genders, ages, and socioeconomic backgrounds with the same communication effort. All of this has repercussions in our sector, which is directly responsible for the relationship between brands and "consumers." Yes, I understand that some will think, "But they're the ones who decide, the ones who pay," but we're the ones who must be able to offer and defend what we want. Agencies, brands, and media outlets are increasingly saturating users with a constant barrage of campaigns. All to get likes, shares, retweets, and, of course, transactions in our store.
Technology, directly influenced by the internet and the economy, has undoubtedly made giant leaps forward in the last five years. Thanks to our understanding of it, and especially how we use it, our society lives today in ways we couldn't have imagined ten years ago. Just think for a second about brands like Uber, Meta, Airbnb, WhatsApp, or the more recent TikTok and ChatGPT. Ten years ago, it wouldn't have occurred to us that today we could talk to someone on the other side of the world for an hour without paying a single cent, receive instant text messages with or without images at no cost, buy anything from our phones, or sleep at a stranger's house on vacation. Much less that a chat would take over a large part of our work and that it could, according to some, become a substitute for people in many jobs.
A few months ago, I read somewhere that " those who cannot change their point of view cannot change anything ." That's the challenge , ours as an agency and the challenge for everyone who works to communicate with people, whether through content, ads, apps, websites, e-commerce, banners, or by creating in-store shopping experiences. It's important to be able to identify people beyond their consumption patterns, to consider whether we're going to become a part of their lives or simply interfere with them. Treating people as "consumers" is leading us down Error 404. To illustrate, here's an interesting yet chilling statistic from a study by the multinational Havas Media: if 92% of brands in Europe and the US disappeared tomorrow, people wouldn't care.
Change as a constant and adaptation as a guarantee of success. This is the shift in mindset we've undergone: we've left behind the traditional agency format and are now seeking a path focused on understanding who we're talking to , why we're talking to them, and how we should communicate with them . We need to be crystal clear about what they expect, what they like, and when they expect it. Because we, too, are overwhelmed and believe in a different way of doing things. That's why we're reinventing ourselves while remaining true to our initial dream. The dream of a different kind of creative agency—vibrant, strategic, and adaptive—where design generates value beyond aesthetics, forming part of our DNA . An agency of just the right size to provide quality service to its clients without exorbitant costs, with a team of passionate, top-tier collaborators. An agency that delivers, takes risks, and is capable of reinventing itself over time .
In short, an agency with a clear vision . That dream began to take shape more than 10 years ago. 10 years in which we have fought for it: adapting, evolving, changing, taking leaps of faith in search of challenges and new ways of understanding and applying everything we do, everything we know, and everything we want to achieve.
Now we can say that we've reached that turning point where we truly understand the importance of change , the importance of adapting to our environment. It hasn't been easy for us, because, like any good strategic decision, we've had to give up a lot and accept just as much. That's how we started the year: changing and improving, with a very clear vision of where we're going and what we want to be. A dynamic agency with the ability to understand and adapt, one that isn't distracted by chasing awards, but rather focuses on ensuring that its brands are the ones that win. In short, a creative agency specializing in strategic design and innovation that helps transform brands and businesses through the power of creativity , good design, and a results-oriented approach. All of this under a simple vision: to create brands that are meaningful, inspiring, and useful.
Let's do it . Are you in?
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