Humanism, the centre of the 2022 campaign

Agencies have very little time to conduct self-promotion campaigns. It's only when we're invited to feature in specials on independent agencies, best campaigns, trends in [sector], etc., that we pull out a few minutes from who-knows-where (at least when you have as many projects on the go as we do) and come up with rushed ideas that we then stretch like chewing gum for the rest of the year. 

This year, we were considering two options. The first, based on an innovative strategy – to pick a fight with the competition – and a powerful insight – why are we the only independent agency of a certain success that hasn't changed its name in 21 years… But we dismissed it as soon as the latest intern, fresh out of uni, understood absolutely nothing and also told us he hadn't a clue we'd been around for 21 years, that the whole twenty-something thing was a bit legacy and he was more into streaming agencies, so he’s been sending out CVs like crazy looking for agencies in the metaverse. But that’s another story. 

The fact of the matter is that path 2 attracted more followers and related better to our way of being and understanding what we do, how we do it, and since when we do it. “True Ads” is the claim of the corporate campaign for MIG PRISMA for 2022 and is based on our own understanding of the relationship between marketing, technology and people, and its enormous positive impact on brands. And we intentionally like to highlight that we've been doing it for 21 years. Because yes, we haven't had to change our name to appear as something else or get rid of our legacy after a bad business period; we have maintained a consistent trajectory based on this humanistic interpretation of marketing as the only solid link between brands and people. 

And so, 21 years later, we continue to tell our clients: more technology, yes; more marketing, yes; more humanity, essential.