Creatividad al poderIdeas, "personas" y redes definen la Comunicación Publicitaria actual. "Marca - Persona", "Brand - Person", en femenino

Abstract

This work aims to make a study based on the creativity of the Person, on the success of Communication and entrepreneurship during the end of the first decade of the XXI century. We will review the current situation of change in the communication business, of the creative person as the protagonist; creativity and the environment as paramount. Digital media are key in economic activity, due to their interactive and transmedia capacity. Talent triumphs online, those who create something new and original - creative- and show it to the public, in the digital medium, succeed. The Internet is at their service, the network as a support, and the public (if it impacts it and likes it), will be your media distributor, your best advocate. From the Internet, with an original idea, brands were born, almost without the intention of being it. The "Brand - Person" was born, based on the actions of a character. There are many other businesses that digital communication gives rise to. We will focus on creativity and "Brand - Person" as an object of study. Such is the person Chiara Ferragni, who will help us to know the case, - based on the analysis of their networks-, and thus the change in the business of advertising communication. A new way of creating brands based on digital interactivity with followers; where the person, or character, is the new protagonist as a brand. We see how private is a new way of building a brand by moving to public space.