[Music]
and me
[Music]
even if you are
slowly
and gonza mauro
my eyes
They are
I followed
if not
gives
[Music]
well you will think that I come to give
an art music singing talk
Well the truth is that I do not come to speak
and tell them the story of how
turn my dilemma into a purpose
everything left when I was a girl I do not know if
Some of you will know or have seen
ever adapt and was a veterinarian
that he was in Africa and one of his
patients that really inspired me more
was the lion clarence a visco lion
a lion that could not see forgiveness runs
here a little
and the truth is that it always inspired me
this like being able to heal like being able to repair
as many children surely want
be veterinarians pick up dogs at
streets and now just the only thing I wanted
it was that but my English mom touched him
live in World War II and I
he taught something different he told me look
francisca it is true that animals
they suffer a lot but they also suffer a lot
people especially in situations
of conflict
in situations when we are fighting
with each other and we played as a country
face a situation
where we actually live as
society a conflict and some
our relationships were damaged
and I said good what would happen if instead of
heal the animals I worry about
heal the relationships of a country try
see how we can repair it and I’m going to
work in communications
I like to sing because I do not work in
TV
and that’s how he put television to
work I worked a good amount of
years of television but I realized that
unfortunately the search for the
rating by the scope for effectiveness
many times I left my dream postponed
for including this this
symbolically he had left me clarence
as an inspiration in my childhood that was
try to repair repairs
relations
then I went to work for advertising
Of course it was not like mad men but it was a
creative agency where there were very people
talented very good people but
also unfortunately as to them to
I also had to postpone what
we thought that was what I could
contribute advertising or what the
brands and companies could build
therefore the clear lion also
it was postponed
after working then in agencies
creative in media in
media agencies I discovered that a
part of me was like this child always
it was like a little postponed and
postponed because I could not repair not
could repair this symbolic clarence
that had been somewhere behind
and somehow we as advertising
interrupts I felt that also my
world in advertising my world in the
marketing was like interrupting my
life was not what I really wanted
do
but I wanted to contribute
then 2008 I do not know if you guys
they will remember but it was no longer a lion that
I was seen here was a bull
a bull that symbolized prosperity and
the optimism of wall street and that when
the real estate bubble burst not
only dragged
a system where there was a great recession
as you know in several countries in
the world but also dragged something
that it was very painful that it was the
credibility and trust in
people in institutions but about
everything in the companies in the brands and I
he worked with the brand and worked with
people who worked with those brands
and I saw that this symbolic bull also
it was damaged it had fallen
then the truth is that not only
10 was damaged but I also saw the
annoyance the indignation that there was no
only in the USA but in other
parts of the world where people
I really wanted things to change
there was indignation they wanted transformation
and I said again and good as how
We can from communications from
marketing advertising industry
the means how can we help provide
that transformation
and well, I was just working on a
agency and international media
they did a study and they asked
375 thousand people in 33 countries evaluating
1500 brands
And if you are 375 thousand people, be like
these ten people that we select
here and we would have asked those
ten people good how much do you think
that companies should contribute to
our social welfare and
environmental and the truth is that 70% of
people believe and expect that
companies and brands contribute to
social and environmental welfare but
If you were asked, well, well, you
believes that the people who work in the
companies how hard it works to generate
greater well-being and the truth is that
only 40 percent 4 of 10 people
they think that the people we work
the companies are working hard
to improve your day quality and
take charge of social problems
environmental and even worse when
I asked him very we evaluate these 1500
brands we ask good people
what percentage of the brands to you
help in their quality of daily life the
percentage 27%
or rather little and then you
we asked something else has it still been
for the people who work in the
industry the brands we asked
good and you would like to be
it would matter if his trademark disappeared
this brand or the 1500 brands in this 33
market how many brands in the world
it would matter that they disappeared only
26 percent of the brands to the
people care that they disappear and worse
when we asked them what happened with the
Content advertising is not true
how much of it irrelevant 60% of the
content for people in the world
the content of the documents is irrelevant
brands
wow leon clarence is the truth that is
I saw quite a lot more still when
we started to reflect and we put
see us the numbers and we said to see but
if we are investing in chile more or
minus one billion dollars in
communication advertising in the
communication that companies make to the
citizenship
and not just a billion in
television on radio in press in
internet but also another 1,000
millions in auspices in events in
content studies
then I asked good how many of
these two billion dollars are
are investing to communicate not
only what companies and
brands sell the goods they sell but
that also the good they do how much of
all of these two billion
dollars were invested here or here and
not only that I started thinking good and
what is the creativity we were
just talking about art
how much is the art that is put to
communicate to which companies and
brands communicate what they are doing
of well-being and summoning citizens
to help them do more
wellness versus the number of formats
emotional playful styles resources
artistic auspices singers and so on
used to communicate and to
seduce people so that
buy products
then the truth is that good happened to me
2011 was still with this dilemma with this
postponement of clarence and until 2011
I do not know if any of you will remember the
Strawberry
well the strawberry bull
is a bull that got married fell on a
drinking water well passed two children to
eight o’clock in the morning they took this picture
of this poor bull that had fallen here
in this in that chamber in this well of
water off valves
and these children uploaded the photos to networks
social and at one in the afternoon only
in the morning there were four channels of
television covering this news this
problem and the truth is that this does not
it was only
covered by four channels of
television a bull that had fallen
this was in 2011 remember the amount
of problems we had
but also these channels counted
a story how are we going to fight
the concrete how are we going to raise that
concrete with what and were several allies
who met ong municipality
veterinary associations
universities with schools of
veterinarian who came together to take out
this bull and very unusual finally
he achieved citizenship not only helped
it also made memes is not true
as if the bull was one of the miners
that was not true with this world
and good and what one observed finally
after seeing all this that there was
happened with the strawberry bull is not
true and the media everything
mobilized nor a peso invested by bull
corporation was all this came to
from a desire for the citizenship of
solve a problem
and that’s how it was when a
track a little clue to say good
maybe there is a model in which we can
make the big problems that
We have social problems as a society
environmental problems what would happen
if this model where one embraces a pain
look for allies municipalities ong
organized civil society citizenship what
happens if one looks for these allies account
a story a true story
and not only does the story generate
an activism that is what many brands
and companies are doing outside already
from that joint activism it
generate new and new solutions
contributions
Well, I wonder if maybe all this
activism of outrage and annoyance and
of discomfort could become a
activism and it could become a
wellness activism
and it was like that then when I started
observe different examples for example
in the case of a car brand that
positioned the sale of its new engine
ecodiesel diesel telling all the
citizenship if you hate something change it
it was no longer the sale of a product was the
sale of a purpose was the sale of a
value that was together let’s solve the
contamination
and not only that later I started to
investigate many cases of
whores industries and there was one that to me in
the personal as you know I have
this weakness for animals
loved that it was responsible parenting
of animals and it was as well as the owner of
a fast food in the USA said what
would happen if we did the right thing if in
instead of buying any meat for a
for our tacos we only buy
meat that would come from
suppliers that had raised animals
in a responsible way then your partner
he told his minority partner but partner
he said good but this is going to come out
more expensive, besides, customers are going to
get out more expensive than the owner said he said no
I care is the right thing and the clients
come and choose us they will choose for
that
and good not only that case but that
another case where when there was when a
be party argentina god children who do not
they had shoes I could not believe it and he
said good what would happen if we looked for
forms a business model in which each
person who will buy these shoes will
buy for himself but also
buy a shoe for a child who does not
it has to happen
and there I started to fall in love with this new
way of doing business of doing
marketing and to summon the citizens
and to invest in advertising that
it made sense
We could convert customers into
our allies to overcome the
problems we wanted to overcome
and therefore I asked good
remembering this symbolic lion not
what would happen
if we asked the entrepreneurs to
business executives like john
What would happen if we asked him
that was our mentor
that will help us guide us to
overcome problems through
market attraction
what would happen if the creative agencies
also guided by these mentors in
instead of creating content to seduce us
and interrupt will not create us those
stories that can inspire us
change things
and what would happen if we took this river how
is this river that there is in indonesia
polluted by industry by the
textile industry what would happen if this
kinds of problems will become our
enemies if together we concentrated on
work if every time I bought
a trousers a dress a sock
I knew that I am really with my
contribution getting to be part of this
war against these enemies that we have
nowadays
and not only that what would happen if every time
that I go out on the street using one of the
I show you the products I feel
proud because I feel that I am from
certain way a hero who is doing
the problem that nobody can do if
brands alone would like to do it not
can
if there is no demand it does not work
and therefore I
I would like to arrive as the end of this
presentation after thinking all this
just ask me what would happen if in
time to have dilemmas not like when one
he puts himself in front of one each
point where one has several options and
it tells us of course I am a singer not in
actually with that I do not think it contributes
a lot at the most I’ll have a contract
record and someone is going to win silver
and someone becomes the famous me maybe
I do not know I’m not interested I’m going to Africa to
be a veterinarian when he does not make me
so much sense could it be could
turn this dilemma of working for
my ideals or work in a profession
of communications because it could
turn this dilemma into a purpose I
I think if I think it’s time
in which the brands of the hand of the
entrepreneurs of the creative ones of the
agency of the agencies of
creativity and in half let’s make our
contribution we provide with everything we know
and what we can do to activate
even a welfare citizen who
wants to transform all this discomfort into
solutions so I invite you also to
transform your dilemmas
[Applause]
and me
[Music]
even if you are
slowly
and gonza mauro
my eyes
They are
I followed
if not
gives
[Music]
well you will think that I come to give
an art music singing talk
Well the truth is that I do not come to speak
and tell them the story of how
turn my dilemma into a purpose
everything left when I was a girl I do not know if
Some of you will know or have seen
ever adapt and was a veterinarian
that he was in Africa and one of his
patients that really inspired me more
was the lion clarence a visco lion
a lion that could not see forgiveness runs
here a little
and the truth is that it always inspired me
this like being able to heal like being able to repair
as many children surely want
be veterinarians pick up dogs at
streets and now just the only thing I wanted
it was that but my English mom touched him
live in World War II and I
he taught something different he told me look
francisca it is true that animals
they suffer a lot but they also suffer a lot
people especially in situations
of conflict
in situations when we are fighting
with each other and we played as a country
face a situation
where we actually live as
society a conflict and some
our relationships were damaged
and I said good what would happen if instead of
heal the animals I worry about
heal the relationships of a country try
see how we can repair it and I’m going to
work in communications
I like to sing because I do not work in
TV
and that’s how he put television to
work I worked a good amount of
years of television but I realized that
unfortunately the search for the
rating by the scope for effectiveness
many times I left my dream postponed
for including this this
symbolically he had left me clarence
as an inspiration in my childhood that was
try to repair repairs
relations
then I went to work for advertising
Of course it was not like mad men but it was a
creative agency where there were very people
talented very good people but
also unfortunately as to them to
I also had to postpone what
we thought that was what I could
contribute advertising or what the
brands and companies could build
therefore the clear lion also
it was postponed
after working then in agencies
creative in media in
media agencies I discovered that a
part of me was like this child always
it was like a little postponed and
postponed because I could not repair not
could repair this symbolic clarence
that had been somewhere behind
and somehow we as advertising
interrupts I felt that also my
world in advertising my world in the
marketing was like interrupting my
life was not what I really wanted
do
but I wanted to contribute
then 2008 I do not know if you guys
they will remember but it was no longer a lion that
I was seen here was a bull
a bull that symbolized prosperity and
the optimism of wall street and that when
the real estate bubble burst not
only dragged
a system where there was a great recession
as you know in several countries in
the world but also dragged something
that it was very painful that it was the
credibility and trust in
people in institutions but about
everything in the companies in the brands and I
he worked with the brand and worked with
people who worked with those brands
and I saw that this symbolic bull also
it was damaged it had fallen
then the truth is that not only
10 was damaged but I also saw the
annoyance the indignation that there was no
only in the USA but in other
parts of the world where people
I really wanted things to change
there was indignation they wanted transformation
and I said again and good as how
We can from communications from
marketing advertising industry
the means how can we help provide
that transformation
and well, I was just working on a
agency and international media
they did a study and they asked
375 thousand people in 33 countries evaluating
1500 brands
And if you are 375 thousand people, be like
these ten people that we select
here and we would have asked those
ten people good how much do you think
that companies should contribute to
our social welfare and
environmental and the truth is that 70% of
people believe and expect that
companies and brands contribute to
social and environmental welfare but
If you were asked, well, well, you
believes that the people who work in the
companies how hard it works to generate
greater well-being and the truth is that
only 40 percent 4 of 10 people
they think that the people we work
the companies are working hard
to improve your day quality and
take charge of social problems
environmental and even worse when
I asked him very we evaluate these 1500
brands we ask good people
what percentage of the brands to you
help in their quality of daily life the
percentage 27%
or rather little and then you
we asked something else has it still been
for the people who work in the
industry the brands we asked
good and you would like to be
it would matter if his trademark disappeared
this brand or the 1500 brands in this 33
market how many brands in the world
it would matter that they disappeared only
26 percent of the brands to the
people care that they disappear and worse
when we asked them what happened with the
Content advertising is not true
how much of it irrelevant 60% of the
content for people in the world
the content of the documents is irrelevant
brands
wow leon clarence is the truth that is
I saw quite a lot more still when
we started to reflect and we put
see us the numbers and we said to see but
if we are investing in chile more or
minus one billion dollars in
communication advertising in the
communication that companies make to the
citizenship
and not just a billion in
television on radio in press in
internet but also another 1,000
millions in auspices in events in
content studies
then I asked good how many of
these two billion dollars are
are investing to communicate not
only what companies and
brands sell the goods they sell but
that also the good they do how much of
all of these two billion
dollars were invested here or here and
not only that I started thinking good and
what is the creativity we were
just talking about art
how much is the art that is put to
communicate to which companies and
brands communicate what they are doing
of well-being and summoning citizens
to help them do more
wellness versus the number of formats
emotional playful styles resources
artistic auspices singers and so on
used to communicate and to
seduce people so that
buy products
then the truth is that good happened to me
2011 was still with this dilemma with this
postponement of clarence and until 2011
I do not know if any of you will remember the
Strawberry
well the strawberry bull
is a bull that got married fell on a
drinking water well passed two children to
eight o’clock in the morning they took this picture
of this poor bull that had fallen here
in this in that chamber in this well of
water off valves
and these children uploaded the photos to networks
social and at one in the afternoon only
in the morning there were four channels of
television covering this news this
problem and the truth is that this does not
it was only
covered by four channels of
television a bull that had fallen
this was in 2011 remember the amount
of problems we had
but also these channels counted
a story how are we going to fight
the concrete how are we going to raise that
concrete with what and were several allies
who met ong municipality
veterinary associations
universities with schools of
veterinarian who came together to take out
this bull and very unusual finally
he achieved citizenship not only helped
it also made memes is not true
as if the bull was one of the miners
that was not true with this world
and good and what one observed finally
after seeing all this that there was
happened with the strawberry bull is not
true and the media everything
mobilized nor a peso invested by bull
corporation was all this came to
from a desire for the citizenship of
solve a problem
and that’s how it was when a
track a little clue to say good
maybe there is a model in which we can
make the big problems that
We have social problems as a society
environmental problems what would happen
if this model where one embraces a pain
look for allies municipalities ong
organized civil society citizenship what
happens if one looks for these allies account
a story a true story
and not only does the story generate
an activism that is what many brands
and companies are doing outside already
from that joint activism it
generate new and new solutions
contributions
Well, I wonder if maybe all this
activism of outrage and annoyance and
of discomfort could become a
activism and it could become a
wellness activism
and it was like that then when I started
observe different examples for example
in the case of a car brand that
positioned the sale of its new engine
ecodiesel diesel telling all the
citizenship if you hate something change it
it was no longer the sale of a product was the
sale of a purpose was the sale of a
value that was together let’s solve the
contamination
and not only that later I started to
investigate many cases of
whores industries and there was one that to me in
the personal as you know I have
this weakness for animals
loved that it was responsible parenting
of animals and it was as well as the owner of
a fast food in the USA said what
would happen if we did the right thing if in
instead of buying any meat for a
for our tacos we only buy
meat that would come from
suppliers that had raised animals
in a responsible way then your partner
he told his minority partner but partner
he said good but this is going to come out
more expensive, besides, customers are going to
get out more expensive than the owner said he said no
I care is the right thing and the clients
come and choose us they will choose for
that
and good not only that case but that
another case where when there was when a
be party argentina god children who do not
they had shoes I could not believe it and he
said good what would happen if we looked for
forms a business model in which each
person who will buy these shoes will
buy for himself but also
buy a shoe for a child who does not
it has to happen
and there I started to fall in love with this new
way of doing business of doing
marketing and to summon the citizens
and to invest in advertising that
it made sense
We could convert customers into
our allies to overcome the
problems we wanted to overcome
and therefore I asked good
remembering this symbolic lion not
what would happen
if we asked the entrepreneurs to
business executives like john
What would happen if we asked him
that was our mentor
that will help us guide us to
overcome problems through
market attraction
what would happen if the creative agencies
also guided by these mentors in
instead of creating content to seduce us
and interrupt will not create us those
stories that can inspire us
change things
and what would happen if we took this river how
is this river that there is in indonesia
polluted by industry by the
textile industry what would happen if this
kinds of problems will become our
enemies if together we concentrated on
work if every time I bought
a trousers a dress a sock
I knew that I am really with my
contribution getting to be part of this
war against these enemies that we have
nowadays
and not only that what would happen if every time
that I go out on the street using one of the
I show you the products I feel
proud because I feel that I am from
certain way a hero who is doing
the problem that nobody can do if
brands alone would like to do it not
can
if there is no demand it does not work
and therefore I
I would like to arrive as the end of this
presentation after thinking all this
just ask me what would happen if in
time to have dilemmas not like when one
he puts himself in front of one each
point where one has several options and
it tells us of course I am a singer not in
actually with that I do not think it contributes
a lot at the most I’ll have a contract
record and someone is going to win silver
and someone becomes the famous me maybe
I do not know I’m not interested I’m going to Africa to
be a veterinarian when he does not make me
so much sense could it be could
turn this dilemma of working for
my ideals or work in a profession
of communications because it could
turn this dilemma into a purpose I
I think if I think it’s time
in which the brands of the hand of the
entrepreneurs of the creative ones of the
agency of the agencies of
creativity and in half let’s make our
contribution we provide with everything we know
and what we can do to activate
even a welfare citizen who
wants to transform all this discomfort into
solutions so I invite you also to
transform your dilemmas
[Applause]
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