Information in motion

The time passes by and everything goes changing. Also the way to communicate things. Something that was innovative in its moment, is normal, saturated or out of fashion nowadays. However, we need to apply one or another method to reach our objectives. But, what we can do for making an information effective within this huge volume of options and data insisting in calling the attention all of them at once?

The solution: could be an innovative idea?

A more sensual advertisement, a more violent one, a high definition image, a high quality sound, a catalogue opening in an unusual way, a huge TV screen on the street, a phone with legs… NO. Today’s brains are used to the disproportionate amount of information, with react less to the impact of changes, new things and “surprises”, as a result of a protection mechanism generated by the super-saturation. We have gotten used to the fact that each of us has something better, different, indispensable, new, amazing or cheaper. In few words: the competition.

Meanwhile, as everybody out there is exhausted, here inside (where the process or the ideas the for the communication are conceived), there is still a lot of work to do.

A different concept

After the analysis of all the steps related to the process of communication (reception, planning, structure, strategy, production and emission of the idea) the first handicap is making all the people participating in the project, (having each one a specialized academic formation or point of view) agree. Then come the mistakes produced by the lack of clarifications or by misunderstandings, because each occupation controls a specific information environment (departments must share their experiences in order to avoid this problem). In the production process interact a wide range of responses and personalities that must converge into a unique objective. In the final stage it is given a work with no --except in just a very few cases-- further tracking of its evolution, and nor is it included in the forthcoming activity of the producer. That is, our concept makes the producer turn himself into a promoter who inserts this material in his own job. So then?

Why are we communicators, producers and commercials?

We realized that the formula is to integrate aptitudes, and although each one keeps his own specialization area, it is required to act according to each stage of the project like an artist able to performing different roles. We prefer not to go 50 people to visit the client, neither making boring and long meetings. That is why we decided to “search for aptitudes”, to “find artists” who according to the project requirements, be able to play their role. Perhaps it is better for our times, to conceive a “multimedia life”.

After all… “moving the information”. What does it mean?

Transforming the client information and our contents in a dynamic motion that includes and gives solutions to the different stages of communication: from the reception, the planning and the structuring of the idea, the access to all necessary resources of image and sound, the implementation of the ways of communication through reports, short-documentaries, interviews, articles, untill becoming a host team using this Communication Site, the Kanamaster Radio station and the abilities of our communicators, producers and commercials to perform the necessary projection, presence, promotion and distribution of those contents creating an interest and exchange point, that only could be achieved by means of this "motion".

Article by: EQFuentes 2007

Coming soon: “Experiences about multimedia life” by EQFuentes

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