We are witnessing “the infantilization of the consumer”, argues Pedro Bidarra – ECO

ECO Lunch - 18JUL23“I see a lot of communication appealing to some kind of Instagram happiness, Instagram happiness ads, where it looks like people are living in another world”, Pedro Bidarra defends himself. The advertisements are “very fake“, “everything pretends that everything is fine”, explains the now consultant, who also pointed out that “fakethe sustainability announcements “in which we are all going to save the world”. “The functional values ​​of advertising have been abandoned“, he observed.

The statements were made during a conversation at Terraço ECO, where marketing and advertising were discussed. Among several people linked to brands, advertising and communication, the “retired” consultant from advertising in 2010 was main speaker.

For the creative, the 90s were the years of optimism, “when we thought it was going to be a country”. And this “enormous” level of optimism was reflected “in everything that was done, in the communication, in what was allowed to be done, in the risks that were taken – because in times optimism, failure is not a problem”.

Then “the pendulum swung from selling to buying,” Bidarra explained, marketing directors – who coordinated a series of activities and it was normal for them to become CEOs – no longer had the same power and the same influence, it is believed. One of the causes was also the fact that clients started hiring “communications specialists” – “a horrible thing” – to talk to agencies.

I’m not nostalgic, but the shopping has really taken over the process“, said Pedro Bidarra, referring to the prospect of buying has become that of the cheapest. “In the days of fat cows, it was easier and we did less calculations.“, he recalls.

About ChatGPT, he considers that it only works “to please”, sometimes presenting “wrong facts but which look good”. Still, “there are things that work,” Bidarra said, adding that he uses the tool “a level above Google, for search.” ” It all depends on Report put it in,” he says.

As to whether these AI platforms can help customers do better information sessions better, Bidarra replied that he always had clients who gave “wonderful” briefings. “It’s knowing what they want. It’s not that hard when you know what you wantsaid the writer, adding that “to write a brief is to reduce it, so what the creative does is to reduce it“.

Pedro Bidarra also considers that currently there is a “infantilization of the consumer at “all levels”, whether in series, films or wines. The President of the Republic is the one who speaks most childishly to the population: “it’s like being in kindergarten, explaining B, A, BA while eating ice cream”.

The former artistic director of BBDO also considers that today it is easier to be “fooled” by advertising, since there is not so much room for writing, and that we work essentially by images and icons.

Over the past 10 years, Pedro Bidarra and his partner João Wengorovius (consultant Wengorovius & Bidarra) have done business thanks to a generation that “didn’t see a future in this”, he also says.

There was a whole generation that started not seeing much of a future in this and they went encodersFor startups It is therefore, a certain “intellectual gravity”, knowledge and seriousness in this profession have been lostand that’s why João and I are successful,” he said.

However, and in general, “there are people who are very incapable, intellectually, in terms of training”, continues Pedro Bidarra. “Who was in the middle of it all was Vicente Jorge Silva: it’s a generationbad actioncharacterizes, broadening the opinion to the political climate.

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