_mteractive
: DoSSIER CREATIVIDAD
OME + Dra €
CRONICA? Publicidad
en tiempos
de crisis
Desconozco si la. palabra festival tiene la
risa raiz que Ia palabra fiesta, pero es faci
suponer que si Por eso, ahora que se acerca la
época de los festivales publicitarios habra que pre-
guntarse sie sector esta para fiestas. Me temo que
no, por lo que si el razonamiento etimol6gico es
cierto tampoco estaré para festivals, Ya se anun-
cia una importante rebaja en el niimero de inscip-
ciones tanto de piezas como de delegados en San
Sebastidn y Cannes; y la realidad, como ocueze en
todo esto de la exsis, puede ser peor que los pro-
EL impresionante auge de los festivales en los
‘ikimos ais sélo puede explicarse como parte de
In politica de marketing de las agencas;y tal vez,
como programa de incentivacion interna de los
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