{"id":4873,"date":"2024-03-21T11:10:00","date_gmt":"2024-03-21T10:10:00","guid":{"rendered":"https:\/\/after-agency.com\/agnes-riba-directora-destrategia-dafter-sense-estrategia-dificilment-hi-ha-res-a-llarg-termini\/"},"modified":"2025-04-28T10:13:19","modified_gmt":"2025-04-28T08:13:19","slug":"agnes-riba-directora-destrategia-dafter-sense-estrategia-dificilment-hi-ha-res-a-llarg-termini","status":"publish","type":"post","link":"https:\/\/after-agency.com\/ca\/agnes-riba-directora-destrategia-dafter-sense-estrategia-dificilment-hi-ha-res-a-llarg-termini\/","title":{"rendered":"Agn\u00e8s Riba, directora d?estrat\u00e8gia d?After: \u00abSense estrat\u00e8gia, dif\u00edcilment hi ha res a llarg termini\u00bb"},"content":{"rendered":"\n

Agn\u00e8s Riba<\/strong> volia ser inform\u00e0tica perqu\u00e8, fa anys, deien que era la professi\u00f3 del futur, per\u00f2 aviat va descobrir que l’assignatura l’avorria i va acabar al m\u00f3n de la publicitat perqu\u00e8, segons ella, uneix \u00aball\u00f2 art\u00edstic amb all\u00f2 empresarial\u00bb. Directora d’estrat\u00e8gia a After, quan li pregunten a qu\u00e8 es dedica, respon que \u00abformula les preguntes oportunes\u00bb. Tot i que no t\u00e9 gaire temps lliure, se sap de mem\u00f2ria els di\u00e0legs de Lost in Translation<\/em> i escolta podcasts de cultura, feminisme i crian\u00e7a de cam\u00ed a l’ag\u00e8ncia. Xerrem amb Agn\u00e8s sobre estrat\u00e8gia i sobre la seva particular visi\u00f3 de la publicitat i de la vida. <\/p>\n\n

Sempre vas saber que et volies dedicar al m\u00f3n de la publicitat?<\/strong><\/p>\n\n

Qu\u00e8 va, de petita volia ser inform\u00e0tica perqu\u00e8 deien que era el futur (s\u00f3c d’aquella generaci\u00f3 que va viure l’arribada d’internet a casa), i no s’equivocaven tant. Per\u00f2 l’extraescolar d’inform\u00e0tica em semblava molt avorrida, i quan vaig haver de decidir una carrera universit\u00e0ria tenia clar que volia una cosa que un\u00eds el m\u00f3n art\u00edstic amb el m\u00f3n empresarial. <\/p>\n\n

Dins una ag\u00e8ncia creativa hi ha moltes \u00e0rees. Per quina estrat\u00e8gia? <\/strong><\/p>\n\n

Perqu\u00e8 em van donar feedback<\/em> al moment adequat. A les meves primeres pr\u00e0ctiques en ag\u00e8ncia (Ogilvy), la directora creativa em va fer veure que passava m\u00e9s temps intentant entendre i aportar al briefing que a la resposta creativa, aix\u00ed que em va aconsellar anar cap al planning<\/em> . Gr\u00e0cies, Aina Cortina<\/strong> . <\/p>\n\n

After i estrat\u00e8gia van de la m\u00e0. Tant \u00e9s aix\u00ed, que l’ag\u00e8ncia sempre defensa que \u00e9s al cor del negoci. Sense estrat\u00e8gia, no hi ha marques? <\/strong><\/p>\n\n

Sense estrat\u00e8gia, dif\u00edcilment hi ha res a llarg termini. Els productes poden ser a curt termini, les marques no. Tot i que, al principi, dedicar recursos a l’estrat\u00e8gia sembla que alenteix el proc\u00e9s, sense estrat\u00e8gia no hi ha uns criteris acordats per prendre decisions i aix\u00f2, a la llarga, \u00e9s una p\u00e8rdua de temps i de diners molt m\u00e9s grans. <\/p>\n\n

Si haguessis d’explicar-li en qu\u00e8 consisteix exactament l’estrat\u00e8gia aplicada a la publicitat a alg\u00fa que no s’hi dedica, com ho faries?<\/strong><\/p>\n\n

Jo a la meva fam\u00edlia els explico que em dedico a definir qu\u00e8 comunicar i els creatius s’encarreguen de com explicar-ho. De vegades, tamb\u00e9 explico que en estrat\u00e8gia fem les preguntes oportunes per inspirar creativitat a trobar les millors solucions. A After tenim una m\u00e0xima: \u00abMenys respostes de sempre, m\u00e9s preguntes noves\u00bb. <\/p>\n\n

Aix\u00f2 no hi t\u00e9 res a veure, per\u00f2 de quina pel\u00b7l\u00edcula et saps gaireb\u00e9 de mem\u00f2ria els seus di\u00e0legs?<\/strong><\/p>\n\n

No val, perqu\u00e8 et dir\u00e9 una pel\u00b7l\u00edcula que he vist moltes vegades de la meva inf\u00e0ncia, com Retorn al Futur<\/em> o La Guerra de les Gal\u00e0xies<\/em> , de quan encara veia les pel\u00b7l\u00edcules doblegades. Per\u00f2 ara em decanto m\u00e9s per hist\u00f2ries explicades per dones, o almenys pel\u00b7l\u00edcules que passin el test de Bechdel. Sabria dir-te alguna frase de Lost in Translation<\/em> , de Sofia Coppola<\/strong> . Suposo que em va marcar perqu\u00e8 la vaig veure en una etapa de la meva vida en qu\u00e8 tamb\u00e9 vivia al Jap\u00f3. <\/p>\n\n

I si haguessis de volar a un dest\u00ed lluny\u00e0, quin llibre posaries a la teva maleta per al viatge?<\/strong><\/p>\n\n

No<\/em> m’importaria<\/strong> llegir una altra vegada Un m\u00f3n feli\u00e7<\/em> , d’ Aldous Huxley<\/strong> , o Ning\u00fa dorm<\/em> , de Barbijaputa<\/strong> . <\/p>\n\n

Agn\u00e8s, ets veterana a After: portes a l’ag\u00e8ncia 9 anys. De tots els projectes a qu\u00e8 has aportat, de quin et sents m\u00e9s orgullosa? <\/strong><\/p>\n\n

Hi ha dues coses de qu\u00e8 em sento especialment orgullosa. La primera \u00e9s aportar a les persones que treballen amb mi i veure cr\u00e9ixer. I la segona \u00e9s impulsar el pla After 2030, que s\u00f3n un conjunt d\u201faccions per abordar diferents ODS i on col\u00b7laborem amb entitats socials, les quals ens demostren que un m\u00f3n millor \u00e9s factible. <\/p>\n\n

Directora destrat\u00e8gia i mare a temps complet. Com aconsegueix Agn\u00e8s conciliar? <\/strong><\/p>\n\n

Estaria b\u00e9 que aquesta pregunta tamb\u00e9 la f\u00e9ssim als pares. En el meu cas, no et mentir\u00e9, navegant per la culpabilitat per no arribar a tot com voldria. <\/p>\n\n

Quina metodologia diferenciadora aplica After perqu\u00e8 una marca pugui trobar un bon posicionament?<\/strong><\/p>\n\n

Al cap de poc temps d’entrar a After em vaig encarregar de desenvolupar una metodologia pr\u00f2pia que posava ordre la manera de pensar de l’ag\u00e8ncia. De seguida vaig entendre com Marc Ros i Risto Mejide buscaven agitar amb la m\u00e0xima rigorositat estrat\u00e8gica a trav\u00e9s de preguntes disruptives. D’aqu\u00ed va n\u00e9ixer la metodologia PQC(sigles del Per qu\u00e8, Qu\u00e8 i Com) que, a dia d’avui, continua sent la metodologia que utilitzem, tant per treballar internament, com en processos de creaci\u00f3 amb els clients. <\/p>\n\n

Toni Segarra diu que la difer\u00e8ncia d’una marca respecte una altra es construeix molt m\u00e9s des del to que des del discurs. Qu\u00e8 opines? <\/strong><\/p>\n\n

No ser\u00e9 jo qui discrepi amb To Segarra. La personalitat ha estat la gran oblidada del branding<\/em> tradicional, perqu\u00e8 el m\u00e9s important era el missatge de marca. Es definia amb adjectius generalistes com a \u00abpropera, simp\u00e0tica i positiva\u00bb, cosa que \u00e9s avorrida i indiferenciada. Per\u00f2, avui dia, les marques no es dediquen a repetir un missatge una vegada i una altra, sin\u00f3 que estan en constant conversa. I, en una conversa, el to \u00e9s m\u00e9s important que el missatge. Per aix\u00f2, quan ajudo a definir la personalitat i el to d’una marca, intento anar m\u00e9s enll\u00e0 del que \u00e9s obvi, for\u00e7ar fins i tot que algun adjectiu o atribut no sigui del tot positiu, igual que les persones. <\/p>\n\n

A quin nivell es pot aplicar la Intel\u00b7lig\u00e8ncia Artificial a un departament d’estrat\u00e8gia?<\/strong><\/p>\n\n

Com a totes les \u00e0rees, la IA ajuda, per\u00f2 no substitueix. Ara mateix estem fent servir la IA per a la part d’an\u00e0lisi del context. No nom\u00e9s perqu\u00e8 les m\u00e0quines processen una gran quantitat d’informaci\u00f3 m\u00e9s r\u00e0pid que nosaltres i pot fer bons resums, sin\u00f3 perqu\u00e8 a m\u00e9s ja en pot treure conclusions detectant oportunitats. Segur que avan\u00e7arem molt en el seu \u00fas durant els propers anys, per\u00f2, no ens enganyem, la IA apr\u00e8n a trav\u00e9s de patrons predictius, i justament les estrat\u00e8gies m\u00e9s brillants transcendeixen el predictible. Estic conven\u00e7uda que la intu\u00efci\u00f3 de la ment humana \u00e9s imprescindible en estrat\u00e8gia. <\/p>\n\n

\u00bf Quines creus que seran les principals tend\u00e8ncies al sector aquest any?<\/strong><\/p>\n\n

Quan el sector parla de tend\u00e8ncies se centra molt en tecnologies, formats i canals. Per\u00f2 a mi m’interessen m\u00e9s les tend\u00e8ncies socials, com la societat est\u00e0 canviant els seus valors i els seus comportaments. del sector. M’agradaria esmentar un parell de tend\u00e8ncies amb qu\u00e8 estic treballant. consum saludable ho va canviar tot, ara la salut mental tamb\u00e9 est\u00e0 clarament canviant les prioritats de consum. La segona tend\u00e8ncia \u00e9s la dificultat per con\u00e8ixer la veritat. amb els nostres amics de Verificat, estem donant voltes a com les marques s’han de responsabilitzar contra la desinformaci\u00f3. <\/p>\n\n

Quin \u00e9s el principal problema a qu\u00e8 s’enfronta la publicitat actualment?<\/strong><\/p>\n\n

Et contesto amb una altra pregunta, \u00bfProblema per a qui? Per a la societat i les audi\u00e8ncies? Per als que vivim de la publicitat? o Per als que necessiten la publicitat per vendre? Si parlem dels qui vivim de l’efectivitat de la publicitat, fa anys que amb la infoxicaci\u00f3 i fragmentaci\u00f3 de l’audi\u00e8ncia el problema \u00e9s la capacitat d’abast i la rellev\u00e0ncia de les marques. Ho hem intentat amb el branded content, amb la microsegmentaci\u00f3 o amb les marques amb prop\u00f2sit. Per\u00f2… no est\u00e0 resolt. Encara veig, avui dia, malbaratar inversions en continguts que arriben a molt poca gent. Cal vincular molt m\u00e9s les accions a resultats mesurables, posar m\u00e9s ci\u00e8ncia a la nostra professi\u00f3. Crec que els estrategs tenim feina per a anys. <\/p>\n\n

Qui t’inspira a nivell professional?<\/strong><\/p>\n\n

Molts dels nostres clients s\u00f3n una inspiraci\u00f3 per a mi. El millor de la nostra professi\u00f3 \u00e9s treballar per a una gran diversitat de sectors i empreses i poder estar a prop dels l\u00edders empresarials que influeixen a la nostra societat. Et donar\u00e9 alguns noms: Marieta Jim\u00e9nez<\/strong> , vicepresidenta europea de la companyia de ci\u00e8ncia i tecnologia Merck, que ha estat i \u00e9s una inspiraci\u00f3 en el model de lideratge empoderant. Tamb\u00e9 Clara Navarro<\/strong> que, com a directora general de la Fundaci\u00f3 Ship2B, m’ha demostrat que el m\u00f3n empresarial i el m\u00f3n social han d’anar de la m\u00e0. I finalment Elena Massot<\/strong> , consellera delegada de la promotora immobili\u00e0ria Vertix, a qui he conegut fa poc i \u00e9s un exemple de cultura empresarial que mant\u00e9 un equip orgull\u00f3s durant d\u00e8cades. <\/p>\n\n

I personal?<\/strong><\/p>\n\n

Doncs suposo que la gent que escolto i llegeixo, que no \u00e9s famosa. Per exemple, en maternitat i crian\u00e7a, Paola Roig<\/strong> , Andrea Ros<\/strong> o Judit Besora<\/strong> . En feminisme, a Ana de Miguel<\/strong> , Iris Borda<\/strong> o J\u00falia Salander<\/strong> . I les meves amigues. Em rodeo de dones brillants, algunes he conegut gr\u00e0cies a After, i s\u00f3n tamb\u00e9 una inspiraci\u00f3 per a mi. <\/p>\n\n

Qu\u00e8 li agrada fer a Agn\u00e8s en el temps lliure?<\/strong><\/p>\n\n

Temps lliure, aix\u00f2 qu\u00e8 \u00e9s? Abans solia viatjar i anar a concerts i festivals. <\/p>\n\n

Si tinguessis una m\u00e0quina del temps i poguessis tornar enrere, triaries l’estrat\u00e8gia de nou?<\/strong><\/p>\n\n

Estrat\u00e8gia s\u00ed, estrat\u00e8gia en publicitat potser no. No m’agrada repetir-me, per\u00f2 crec que acabaria inevitablement a la part m\u00e9s estrat\u00e8gica de qualsevol sector. <\/p>\n\n

One more thing<\/em> \u2026 un agra\u00efment a Adriana Benito<\/strong> , que \u00e9s qui ha fet possible aquest AfterTalk formulant les preguntes adequades.<\/p>\n","protected":false},"excerpt":{"rendered":"

Agn\u00e8s Riba volia ser inform\u00e0tica perqu\u00e8, fa anys, deien que era la professi\u00f3 del futur, per\u00f2 aviat va descobrir que l’assignatura l’avorria i va acabar al m\u00f3n de la publicitat perqu\u00e8, segons ella, uneix \u00aball\u00f2 art\u00edstic amb all\u00f2 empresarial\u00bb. Directora d’estrat\u00e8gia a After, quan li pregunten a qu\u00e8 es dedica, respon que \u00abformula les preguntes […]<\/p>\n","protected":false},"author":2,"featured_media":3419,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[66,80],"tags":[],"class_list":["post-4873","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-about-after-ca","category-blog-ca"],"yoast_head":"\nAgn\u00e8s Riba, directora d?estrat\u00e8gia d?After: \u00abSense estrat\u00e8gia, dif\u00edcilment hi ha res a llarg termini\u00bb - after | Agencia Creativa<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/after-agency.com\/ca\/agnes-riba-directora-destrategia-dafter-sense-estrategia-dificilment-hi-ha-res-a-llarg-termini\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Agn\u00e8s Riba, directora d?estrat\u00e8gia d?After: \u00abSense estrat\u00e8gia, dif\u00edcilment hi ha res a llarg termini\u00bb - after | Agencia Creativa\" \/>\n<meta property=\"og:description\" content=\"Agn\u00e8s Riba volia ser inform\u00e0tica perqu\u00e8, fa anys, deien que era la professi\u00f3 del futur, per\u00f2 aviat va descobrir que l’assignatura l’avorria i va acabar al m\u00f3n de la publicitat perqu\u00e8, segons ella, uneix \u00aball\u00f2 art\u00edstic amb all\u00f2 empresarial\u00bb. 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