comunicación Tag

01 Feb

Posted at 10:58h in Blog

We are already preparing for the III Salesian Day of Communication in charge of Salesianos Spain that will take place in Madrid next Saturday, February 11th.

We are delighted that you have chosen La Machi – Communication for Good Causes as collaborators and speakers of the event. The central theme of this edition will revolve around the importance of image and video in the communication of good causes.

There will be our CEO and founder, Juan Della Torre, along with our Director of Strategic Communication, Justiniano Vila, counting some work experiences of recent years.

We share the program of the event:

III Jornadas Salesianas de Comunicación

 

 

 

 

 

 

#PatioDigital #SalesianosES #LaMachi#goodcauses #communication #digitaltools #innovation #newevangelization #trends #thepopevideo #clicktopray

27 Oct

Posted at 17:23h in Blog

They say that the worst enemy of a writer is the blank sheet. What a paradox, one of the two basic elements that you need to write, is placed in front of you to ask you “come on, you have nothing to tell me?”. Almost as if daring him to release his first blow.

A situation similar to this one confronts organizations – in a generalist sense – when it comes to telling their audiences their purpose. “What do we tell people about us?” It is good to do before and answer another question: “What is our purpose?” It happens that organizations – private, public, of the third sector – are accustomed to define themselves by what they do (their commercial or helpful activity) and not by what they are (that is, their essence).

But first we must understand that communication does not do magic, but management. Once a teacher told me, paraphrasing Miguel de Unamuno in his phrase ‘what nature does not give, Salamanca (his university) does not lend it’, that “what a company or institution is not, communication does not solve it” . Brilliant comparison to express that the truth and the nature of an organization are the basis of their own communication.

The same happens in the scenario of a crisis. Although to enter this subject deeply would require one and more texts in which we could mention hundreds of cases, it is worth clarifying it. Of course the methods, the tools and especially the times are different, but the essence remains the essence. If the organization had “things clear” – as we Argentines say – from the beginning, the road will be less risky. But of course, by the time this arrives, we must be prepared, because the basis of good crisis management is (not so) paradoxically the previous work.

Communication is in the identity of the communities that we integrate, and human beings must be increasingly aware of the fundamental role it fulfills in our lives. Because every organization has its good cause to tell. The blank sheet is waiting.

By Justiniano Vila – Consulting Manager of La Machi 

08 Aug

Posted at 17:34h in Blog

Banco Santander believes in sports sponsorships as a vehicle to express the values of the brand and establish a relevant connection with its audience.

Its strategy has two legs: Motor and Football. This double strategy seeks on the one hand the positioning in Europe with premium sports and in Latin America with massive sports.

In 2010 he began to sponsor Ferrari, with an initial agreement for 5 years, for € 210 million.

It is a sponsor of the Copa Libertadores (€ 10MM), Copa América and Copa Sudamericana. It has recently dethroned Banco BBVA for the Spanish League, now Liga Santander (€ 20MM for three years) and Liga 123 for the second division.

The qualitative return is:

  • Awareness
  • Approach to a younger audience.
  • Pride of belonging among employees.
  • Activation for the launch of products related to sponsorships.

The quantitative return that it obtains is:

  • € 5 return for each euro invested.
  • + 25% positive rating among customers.
  • + 41% positive rating among non-customers.
  • 80% of F1 fans are willing to hire products linked to Ferrari.

Banco Santander believes in sports sponsorships. That’s why he invests millions of millions of euros in it.

Pope Francis also believes in the power of sport as a vehicle for the Communication of Good Causes. That is why this month’s Pope’s Video, which emphasizes fraternity and sports, has achieved the same impact on millions of people at zero cost.

Is that a good communication strategy is worth millions.

By Justiniano Vila – Consulting Manager of La Machi.

22 Jun

Posted at 08:56h in Press

The economic section of the newspaper La Prensa published on Sunday June 21 an article written by Juan Della Torre, CEO & Founder of La Machi where he identifies the opportunities -and the risks- of the brands regarding the new ecological encyclical of Pope Francis.

Tiemblan las marcas por el EcoPapa

Pocas veces en la historia contemporánea un documento eclesial ha causado tanto revuelo en las instituciones como Laudato Sii. ¿Por qué Exxon ha enviado -sin mucho éxito- una delegación de lobistas al Vaticano como último manotazo de ahogado?

Es que el Papa ya no es el Papa. Hoy es el líder mundial de los hombres de buena voluntad, independientemente de su religión o raza. Y no lo digo yo, lo dice Google que no miente, pues es el personaje más googleado del mundo. Y de Facebook y Twitter. El Papa ya no es solamente el Papa.

Es que esta encíclica está poniendo en aprietos a más de un CEO o Director de Marketing de las multinacionales. Francisco, fiel a su estilo, no se calla nada y arremete con todo. Pero esta vez no sólo con argumentos teológicos y morales sino también con el poder de la ciencia y la objetividad de los números.

Temas como el uso de recursos naturales, agua, energía, petróleo y sus derivados, alimentos, deforestación, afectan de forma directa al 95% de los grandes anunciantes de publicidad en el mundo. Incluidas las grandes multis de consumer good products (consumo masivo), health & care, petroleras, automotrices, e incluso gobiernos.

Hay quienes niegan el calentamiento global con argumentos tan débiles como los que lo reivindican. Lo cierto es que el juego ha comenzado y los consumidores están esperando respuestas sustentables. Pero al mismo precio y con la misma calidad.

Esta encíclica trae una crisis. Será un desastre para las marcas que no logren entender el nuevo paradigma de la comunicación. Será un desastre para las marcas adictas al greenwashing. Pero una oportunidad para aquellas que sepan aprovechar todo el poder de la comunicación de las buenas causas.

Por Juan Della Torre, CEO de La Machi, agencia publicitaria argentino-española especializada en buenas causas, sustentabilidad y valores religiosos.

17 Jun

Posted at 10:55h in Blog

How will the new ecological encyclical affect the management of institutions?

Few times in contemporary history an ecclesial document has caused as much stir in the institutions as Laudato Sii. Why has Exxon sent – without much success – a delegation of lobbyists to the Vatican as the last slap of drowning?

The Pope is no longer the Pope. Today he is the world leader of men of good will, regardless of their religion or race. And I do not say it, Google says it and it does not lie, since he is the most googled character in the world. And in Facebook and Twitter as well. The Pope is no longer just the Pope.

This encyclical is embarrassing more than one CEO or Marketing Director of the multinationals. Francis, true to his style, does not cover anything and attacks everything. But this time not only with theological and moral arguments, but also with the power of science and numbers objectivity.

Issues such as the use of natural resources, water, energy, oil and its derivatives, food, deforestation, directly affect 95% of the major advertising advertisers in the world. Including the great multinationals of consumer good products, health & care, oil companies, automotive companies, and even governments.

There are those who deny global warming, with arguments as weak as those who claim it. The truth is that the game has begun and consumers are waiting for sustainable answers. But at the same price and with the same quality.

This encyclical brings a crisis. It will be a disaster for brands that fail to understand the new paradigm of communication. It will be a disaster for green washing brands. But an opportunity for those who know how to take advantage of all the power of communicating good causes as a clue to transform organizations and society.

By Juan Della Torre – CEO & Founder de La Machi. (@juan_dellatorre)

30 May

Posted at 12:31h in Press

30/05/2015 | 02:28

“No soy amigo personal del Papa, no lo conocía de antes, pero lo he visto dos, tres veces, y bendijo nuestros proyectos”, cuenta Juan Della Torre sin ocultar su emoción. “Sentís que te recibe como si fueras alguien especial, que es consciente de lo que venís haciendo por la sociedad. Dios es comunicación, es palabra. Entonces, los publicistas, al igual que los periodistas y los comunicadores en general, estamos haciendo una tarea que es sagrada”.
—¿Por qué fundaron una empresa y no una ONG?
—No quisimos ser ONG porque no nos interesa el voluntariado sino que creemos que hace falta comunicación profesional. Si uno quiere tener un gran capital humano, hay que pagarlo. Por eso tenemos nuestros honorarios. De todos modos, si alguna institución necesita una mano puede recurrir a nosotros. Cada cuatro meses elegimos un proyecto en el cual trabajamos de manera casi gratuita.
Por estos días, La Machi trabaja en un proyecto piloto en Portugal, a pedido del Apostolado de la Oración, la red de oración del Papa. “Nos plantearon que no podían llegar con su mensaje a los jóvenes. Entonces se nos ocurrió hacer una aplicación para ayudarlos a rezar, llamada “Click To Pray”. Pero en lugar de que la propuesta fuera netamente religiosa, nos propusimos reforzar el sentido de búsqueda que todos llevamos dentro”, cuenta Della Torre. Sin haber invertido un euro en publicidad sumaron más de cien mil usuarios en apenas tres meses. El proyecto fue considerado un caso de éxito.
Por Daniel Sousa | Publicado en la edición impresa y en la versión digital del diario Perfil.
Para ver la nota desde el sitio oficial haz click en este link: http://www.perfil.com/economia/Del-recen-por-mi-al-click-to-pray-20150530-0023.html

13 Jan

Posted at 22:45h in Blog

The multi-channel platform of the Apostleship of Prayer Portugal – “Click To Pray” – was presented at the Vatican City on January 13th by our CEO, Juan Della Torre, head of development and communication strategy. He was received by Monsignor Guillermo Javier Karcher, Master of Pontifical Ceremonies and the Secretary of State, to whom he presented the project.

During the hearing, Monsignor Karcher was particularly impressed with the results of the first three months of operation of this platform and confirmed that Pope Francis is familiar with the project.