Jorge has left the building

Jorge has left the building

Bullshitting…

Most people seem confused when I tell them that I graduated with a degree in International Politics but decided to work in advertising; they don’t see a link between the two. On the other hand, some people cynically point out how natural it is, given that advertisers, diplomats and politicians all depend on their ability to manipulate audiences. “Bullshit by any other name” they seem to say.

Maybe at some point in time this argument was valid, but thanks to agencies like Adrenalina, times are a-changin’.

As an intern at Adrenalina, I’ve had the chance to see firsthand how the new generation of communication agencies not only goes beyond advertising, taking cues from fields like anthropology, politics, and biology, but also works hard to create platforms where relationships between a brand and consumer are based on meaningful dialogue and culturally relevant work.

Working with the cognitive and cultural studies (strategy) team, my primary task was to question every existing notion on how people interact with the world and each other, and like an amateur detective, try to find that single human truth that’s going to help answer how a brand can better relate to an individual, his needs and aspirations, in a constructive way. My days consisted of reading anything from anthropology white papers to blogs on tailgating, immersing myself in all kinds of media, and more importantly, going out and talking to people within their experience.

I am particularly proud of the work the other interns and I presented to the agency on secondary targets for Tecate, and my own presentation analyzing the latest trends in social and cultural research. I even had the chance to work on a personal project about the intersection of advertising agency models and the public diplomacy practice.

Alas, the best thing about Adrenalina, apart from being able to wear sneakers every day and the happy hours, is the great team of people working there. Perhaps it’s a business necessity, to create an atmosphere where great people can be creative and constantly produce great work in tight deadlines, but the fact that the minimalist-stylized space in 411 Lafayette St. feels less like an office and more like a room out of Willy Wonka’s Chocolate Factory – laughter, a sense of wonderment, and the occasional impromptu dance number in the hallway are commonplace – gives credit to the idea that great advertising it’s not about the work, but the people and the process behind it.

If you want to call it bullshit, then don’t mind the splat on the side of my mouth; it’s all I ever could want in a job.

~ Jorge

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Comments
  1. Oscar says:

    Good stuff, Jorge. Glad to see you’re enjoying yourself!

    Keep in touch!

    Oscar

    PS. Nice shirt 😉

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