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A estas alturas de la película parece más que claro que el tópico del españolito medio improductivo ha dado un giro de 360º. Sí, volver al mismo sitio, quedarnos en lo improductivo pero más mareados. Hemos pasado del concepto de trabajador laxo y siesteador, al workaholic temeroso que se plantea si le sale a cuenta el alquiler de su piso o ya total dormir en el sofá del despacho.

Por desgracia, esta es una realidad para muchos en una multitud de sectores diversos y todo un clásico de uno al que estoy muy conectado: el publicitario. Quizá por eso, los chicos de La Despensa se han animado a relanzar un objeto que regalan desde 2003 a todos los clientes cuando comienzan su andadura común:

conciliacion

Un sueño para muchos. Pincha para ver la campaña.

Como explica el cofundador de la agencia, Miguel Olivares en Yoroboku, “Queríamos hacer ver que todo lo que se vive fuera de la agencia ayuda a hacer mejor tu trabajo. La creatividad y las ideas crecen yendo al cine, visitando exposiciones y viendo otras cosas que no están dentro de la oficina”.

Esta vez el pack incluye no uno, sino dos bolis, con la idea de introducirlos en el enchufe y sabotear así la instalación eléctrica de tu oficina para poder irte a casa a tu hora. Sí, esto entraña un riesgo mortal, pero también lo es convertirse en un homo faber sin vida personal.

La actualización es una propuesta más drástica que simplemente dejar caer el boli. Al fin y al cabo, después de estos once años parece que más bien la hora de cierre ha ido a peor.

La creatividad me parece divertida y una buena idea, en la línea de esta excelente agencia. También me suscita varias preguntas con respecto al sector y otros en general. Tanto desde la psicología como desde el coaching, partimos de la base que suele ser más útil empezar por mirarse a uno mismo para buscar responsables y, sobre todo para encontrar soluciones. ¿Es realmente el cliente el principal responsable de que salgamos a las 19:00? ¿Es el cliente el que tiene que cambiar su modus operandi? Y… ¿cuándo nos toca a nosotros?

En mi experiencia, cierto es, ahí veo a esa ejecutiva de cuentas que entra casi de puntillas en el despacho a las 18:50 para pedir unos “pequeños cambios de nada” que en realidad cambian todo. Y que son para mañana, claro. Sin embargo, el cliente no suele quedarse en su puesto a esperarlos. Para qué, si le vale verlos a al día siguiente a las 9:00. O desde su tablet en el salón de su casa a lo largo y ancho de la tarde noche.

Creo que, muchas veces, la exigencia y el tremendo buen hacer que aplicamos en el Qué nos la olvidamos en el Cómo. Somos muy creativos en los conceptos y en las piezas que salen, mucho más de los resultados que vemos como público. Sin embargo, en multitud de agencias, la única respuesta ante el apretado de tuercas es quedarnos con la primera idea: trabajar más. En vez de ser creativos en otras áreas, más allá de hacer spots o conseguir premios. Innovar en los procesos y en lo humano. Incluir no sólo la gestión de nóminas, sino la gestión del talento dentro del departamento de recursos humanos. Ser más ambiciosos. Porque no es trabajar más, es trabajar mejor.

Porque no es el cliente el que hace que haya que presentar cinco líneas a nivel interno en un concurso para tomar una decisión. No es el cliente el que vende dos equipos en exclusiva para cierta cuenta, para contar en realidad con uno solo, y encima compartido por algunas más. No es el cliente el que crea un clima de competitivo más que colaborativo. Ni el que hace que un buen brief sea a la vez un chuletón, un marrón y un “cariño, hasta dentro de dos semanas”. No es el cliente el que convierte tus hobbies en una odisea. Tampoco el que te deja sin palabra para cumplir tus compromisos, el que sólo te deja hacer planes en el mismo día y a veces ni eso. Y mucho menos el que te dice que te quedes para que te vea el jefe, no vaya a ser… No es el cliente el responsable de una rotación de puestos tan alta que cualquiera diría que haya problemas de encontrar trabajo. O el responsable de algunos egos que se desinflan fuera de la agencia y lo publicitario. Que no sepas qué hacer para progresar.

El cliente es responsable de otras cosas. Más bien podríamos invitar a utilizar el boli para atreverse a aprobar esas campañas tan buenas que se suelen quedar en el cajón. Sí. Ésas con las que la gente decía que lo mejor de la tele eran los anuncios.

Por supuesto, hay agencias que funcionan realmente bien. Más de las que creemos. Pero no tanto por sus clientes, como por marcar sus propios límites y por la aplicación de unos principios que permiten aflorar el talento en todas sus áreas, conseguir resultados en el tiempo que marca el contrato, ese acto de compromiso bidireccional. Que a fin de cuentas la publicidad debería ser una profesión, bonita, rentable, exigente, humana… Pero no una causa.

Ahora más que nunca, podemos mirar más hacia nosotros mismos, apostar por la innovación en procesos y en lo humano, a la vez que cambiamos el modelo hacia un mejor acompañamiento del cliente, englobando la publicidad en un sentido más amplio y eficaz de comunicación.

Al menos, espero que las luces de La Despensa se apaguen a las 19:00. Y las tuyas, cuando te toque, trabajes o no en publicidad.

1.957 Comments

  1. Estimado amigo
    Aparte de que, como siempre, aprendo mucho al leerte, en esta ocasión hay una cosa en la que no estoy de acuerdo contigo. Es un fallo muy común, y mi comentario es más por darte un poco el coñazo con cariño… pero… ¿no crees que si algo gira 360º se queda exactamente en el mismo sitio? ¿no habrá que girar 180º para cambiar radicalmente?
    🙂
    Un abrazo

    Responder
    • Diego Caminero

      Sí, eso quería decir: ha dado un giro de 360º. Sí, la tendencia es seguir en lo improductivo, pero más mareados.

      Pero tienes razón, no queda suficientemente claro, así que lo cambio.
      Gracias por el feedback, un abrazo!

      Responder
  2. Ah, pues yo había entendido bien lo de los 360º, aquí si que estaba bien dicho: volver al mismo sitio, pero más mareados. Yo no lo cambio. Y ya metiéndonos en harina, es verdad, a veces parecemos burritos aceptando seguir el camino donde nos han puesto la zanahoria, en lugar de ser burritos auténticos y decir NO. En casi todas partes hay un “magníficx” vendedxr que, sin saber (o peor: sabiendo) a lo que se compromete, y que no depende de él/ella, nos amarga la vida. Esta especie humanoide debía ser objeto de los cazafantasmas. Y luego estamos nosotros mismos, girando los 360º y haciendo el canelo, por múltiples motivos: inseguridad, falta de comunicación, workhaloquismo puro….. ¿Quién le pone el cascabel al gato?, o sea que quién le enchufa los bolis al jefe? Y a nosotros?. Gracias Diego!

    Responder
    • Diego Caminero

      Bueno, es que lo cambié, antes es verdad que era un poco confuso, como dijo Fer.

      Exacto, quién le pone el cascabel al jefe. Quién asume el riesgo para que otros se beneficien, quién asume su reponsabilidad. ¿Para qué cambiar yo si pueden cambiar otros? Esto es lo difícil, eh? Qué bien se nos da ver lo que no funciona en los demás. Gracias a ti por comentar!

      Responder
  3. ¡Muy practico! Contundentes hechos. Manten este nivel es un post sincero. Tengo que leer màs articulos como este.

    Saludos

    [url=http://www.carmenfernandezpsicologa.es]mas info[/url]

    Responder
    • Diego Caminero

      Muchas gracias Carmen. Desde luego la idea es seguir en esta línea, para ver si cambiamos algo. ¡Muchas gracias por tu comentario!

      Responder
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  5. Diego Caminero

    Muchas gracias. Después de un parón por aluvión de trabajo y desconexión posterior, esta semana volvemos a la carga.

    Precioso emplazamiento en La Rioja, por cierto ;). Un saludo!

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