[fusion_builder_container hundred_percent=”yes” overflow=”visible”][fusion_builder_row][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][:es]Jonathan Bell, un guatemalteco con 14 años de experiencia en dirección creativa en multinacionales de publicidad, decidió desde hace tres años emprender y fundar Milagro & Partners para demostrar que la publicidad puede ser inspiracional en lugar de solo aspiracional. Desde siempre se sintió atraído por la creatividad que se presentaba en los anuncios de televisión, sin embargo, tal como afirmó Jonathan, “fue la curiosidad de entender y saber quién estaba detrás de esas buenas ideas” lo que lo impulsó a investigar y decidir estudiar publicidad y mercadeo.

Entendiendo las dinámicas del mercado y dada su experiencia en el campo publicitario, este creativo comprende que todo está relacionado con la flexibilidad del pensamiento, una innovación constante y un aprendizaje continuo, tal como él lo dice: “en publicidad, uno es aprendiz de todo y maestro de nada”. Partiendo de este pensamiento, Jonathan explica la versatilidad de su profesión y la pasión que siente al comprender que no solo brinda “soluciones publicitarias, sino que son soluciones creativas”, un factor diferencial que es adaptado a las necesidades de cada cliente con énfasis en una comunicación más personal.

El uso de herramientas especializadas, el marketing regionalizado, las estrategias de comunicación, conocer y entender al consumidor, son algunos de los aprendizajes que Jonathan Bell ha adquirido a lo largo de su trayectoria profesional.

Respecto a los retos que se presentan para las agencias independientes, Bell indicó que espacios como el WINA son importantes para la industria creativa independiente, ya que “WINA es un festival interesante que no está politizado y que es muy imparcial”, en donde no se crean espacios que generen dudas entre los participantes por la calificación de las piezas; además, porque su método de votación brinda certeza de que no hay manera de influir en los resultados. Con la finalidad de seguir promoviendo la imparcialidad en el festival, el WINA eligió a Jonathan como jurado de la categoría Outdoor y  como uno de los representantes de la industria creativa en Centroamérica.

Autores: Ángela María Muñoz Gutiérrez –  Karen T. Ledezma Aguirre.[:en]Jonathan Bell is a Guatemalan with 14 years of experience in creative direction for multinational advertising companies. Three years ago he founded Milagro & Partners to show that advertising can be inspirational rather than just aspirational. He has always been attracted by the creativity in television commercials. However, as Jonathan said, “It was the curiosity to understand and know who was behind those good ideas” which prompted him to investigate and finally decide to study advertising and marketing.

 

Understanding the market dynamics and given his experience in advertising, this creative believes that everything is related to the flexibility of thinking, a constant innovation and continuous learning. In his words: “In advertising, we are apprentices of everything and masters of nothing”. Starting from this thought, Jonathan explains the versatility of his profession and the passion he feels by understanding that he does not only offer “Advertising solutions but also creative solutions”. Creative solutions are a differential factor that is adapted to the needs of each client with an emphasis on a personalized communication.

 

Bell, is a creative that seeks to give the market what it knows best, that is why Milagro & Partners was born. The agency has had an absolute independent philosophy from the beggining. Its creator knows well the bureaucracy inside the multinationals. That is why he wanted to make a more traditional advertising, thus providing a personalized approach to the needs of his clients. To achieve this, the agency want to create advertising that “really changes lifes”, shocking and that seeks effective solutions for society. Doing it like this the world will be a better place, because in Milagro & Partners a more sincere, real and social work is done.

 

This independent organization understands the keys to an effective campaign: if a piece is not relevant to the consumer, it will not have much significance and the work will have been in vain. Bell highlights that before designing, it is necessary to propose a basic strategy, where communication is the protagonist. The use of specialized tools, such as regionalized marketing, communication strategies or knowing and understanding the consumer, are part of the learning that Jonathan Bell has acquired throughout his professional career.

 

Regarding the challenges that independent agencies are facing, Bell indicated that spaces such as WINA are important for the independent creative industry, since “WINA is an interesting festival that is not politicized and is very impartial “, where there are no doubts about the qualification of the pieces among the participants. In addition, the voting method provides a certainty, because there is no way to influence the results. In order to further promote the impartiality at the festival, WINA chose Jonathan as a jury of the Outdoor category and as one of the representatives of the creative industry in Central America.

 

By: Ángela María Muñoz Gutiérrez and Karen Tatiana Ledezma Aguirre[:][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]