Fui incluido en un reporte sobre el estado de la Dirección de Arte Interactiva a través del mundo, realizado por hyperisland.
Pueden ver todo el reporte aquí.
O leer en este post la entrevista que me hicieron.
1. Could you please introduce yourself in a few words and describe your current role in the industry?
My name is Matias Jaramillo. I had the fortune of living in several countries and to study art. I believe that this upbringing is a +++ when working in fields related to communication. I discovered the power of the web in 1995 when i uploaded a GIF to a server via FTP, typed a http address and saw that GIF in a browser window. Since then my life has evolved around the the Internet and its culture. Working for so long in this medium has given me the chance to work in many areas of the Web, and recently (last 4 years) in the advertising industry, where I have the role of Creative Digital Director for the largest Colombian ad agency: Sancho BBDO. In this position I have the chance to work with all the creative groups, planning and executives. This makes my job really fun, never a dull moment. I build, I lead and show the light, I teach, preach and I show new trends and concepts throughout the agency.
2. What’s the latest trend going on in your industry today? (Specifically in digital/interactive media.)
It is kind of a sad place. I say this because I see lots of brands gravitating towards Facebook; pushing promos and games via Facebook Tabs. And this makes me sad, since I come from a place where the Web is open and browsing is an adventure of discovery. I also see a drive to make apps, all kinds of apps -- mobile, web and facebook -- but I believe that this trend has to to with the trend itself and defeat the purpose of making a product or service for the user.
Invention Strategist. This is a great concept, you can read about it here:http://winstonbinch.com/introducing-invention-strategy, everytime I read this post I see myself described in it. I believe that this will be a trend in our industry, T Shaped professionals that can play in many fields or positions.
I am also a fan of Agile Design, going for prolific ideas vs epic ideas. You can read more here: http://www.thinkwithgoogle.com/insights/featured/agile-creativity/ and see this Google hangout here: http://www.youtube.com/watch?v=zFNuR7rVy_8 This kind of thinking will enable us to be fast, and being fast in a must, platforms like social media demand that we produce ideas really fast. Could we apply concepts like Github to creativity? I sure hope so.
3. Do you see any different trends in your country compared to the rest of the world?
Well, I think that Colombia fell in love with Facebook and Twitter. Lots of people are discovering the web through those social platforms, and for many that is internet, add a Hotmail or Gmail, Messenger, and a couple of news sites and of course YouTube.
But I have hopes. I have been seeing a taste for memes and creating memes. I also see platforms such as Tumblr taking of. Artist and creatives are heavily using behance and some are already in Cargo Collective.
There was a boom in iPhones, still going on, but I see more and more Android devices in the streets, the office and at parties. The startup scene is slowly growing and good ideas are being made.
So as you can see we are part of the global world. Their sure is a divide in the use of information technology, lots of colombians still can´t afford access to the www.
But again I still see a long road ahead for agencies. The top rank has not embraced the digital medium, they merely to their organizations as it is a must. Clients also see digital as a must but are not convinced with it. This long road makes the job really enjoyable, since it feels great to be feel part of a “revolution”.
Right now at Sancho BBDO we have embedded digital creatives in every group. We have also hired createch (also very hard to come by) that help us in the construction of ideas and in understanding if these ideas are viable in the real world. This is not a trend but I find important to mention. The lack of UX professionals is kind of scary. Creative teams have a really poor understanding in this field.
4.What are the social networks you personally use the most?
Google +: I have been lucky to be part of really interesting circles; global circles of creatives and planners that are focused on the future of communication, this social network gives me great leeds on trends and concepts, on new platforms and new ways to connect with users.
Twitter: I love twitter as lead tool, a tool that points me to new content and thoughts. I really like to consume Twitter via Flipboard. I love content aggregators, I am kind of hooked on them. I heavely use them, things like Tumblr, Google Reader and just recently http://getprismatic.com/. These tools are essential for me in the strategic and creative process, since I love to research when getting a brief. I use twitter as knowledge sharing platform, I believe that it is important nowadays to share the love, to help others grow.
Linked In: This social network is the where I am getting more followers per day. I think that Linkedin is part of a growing trend here in Latin America, we all want to grow professionally :-)
Facebook is for me a place where some of the content I produce ends up. I do not interact much there. I use it for my personal brand, since I believe that Facebook is like a gigantic shopping mall.
Path: I like those closed and controlled social networks, I really think that there is something there. I believe will want to retreat to smaller spaces, where they can control who and what is said and shared.
Instagram: Just for fun, to relax, to look at pictures. I was an early Flickr user and Instagram replaced it a while ago.
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