“Fuego en el tablero“, libro magistral de Alexei Shirov, Gran Maestro de ajedrez letón, puede graficar tal cual la situación creativa que sufre el ajedrecista de élite. Para mi sorpresa, estar en una agencia no es muy diferente.

Para los que no conocen a Shirov, es uno de los ajedrecistas de élite más creativos, de carácter fuerte en el tablero y de esos jugadores que arriesga en cada partida que juega. Un jugador de muchas ideas, de gran habilidad para atacar y de fuertes soluciones tácticas o prácticas más que estratégica dentro o fuera del tablero.

Tiene dos libros titulados “Fuego en el tablero“ y en su segundo volumen habla de la creatividad en el ajedrez y la divide en dos grandes categorías: creatividad en casa y creatividad sobre el tablero. Cita ejemplos donde las soluciones le llegaron en su preparación y otras en pleno juego. Simple e ilustrativo para ser llevado al mundo de las agencias.

En las agencias estamos casi siempre en un estado de creatividad sobre el tablero. Nos llegan pedidos de campañas y las tenemos que sacar en un tiempo limitado, con un objetivos determinado y un presupuesto ajustado. No hay tiempo para una oportunidad de tomar unas cervezas, relajar la mente, salir a correr, robar experiencias para que así se nos figure el plan en el tablero y empecemos a probar.

El reloj apremia, como en las partidas de torneos de ajedrez. Nos apegamos a un brief, tenemos limitaciones como las 64 casilla del tablero. No existe mucha libertad de acción monetaria, o sea, tenemos que saber mover las piezas para impactar y lograr el jaque mate sabiendo que cada una de ellas tiene su forma de moverse, sus limitaciones.

Apagar incendios

El mito urbano de que en las agencias solo se apagan incendios es muy cierto. Llámenle desorganización, educación al cliente, etc. el punto es que existe y es una realidad que no escapa de nadie. El tema es como apagarlos más rápidos a pura creatividad para pasar a la tan anhelada creatividad en casa. Es una meta complicada, pero que muchas veces se logra por lo menos parcialmente.

A Shirov no le gusta que sus oponentes tomen la delantera y ataquen, él siempre tiene que ser el que propone, él es el que prende fuego en el tablero y su oponente el que apaga los incendios. Las agencias son las que deben proponer siempre, las que generan el estallido del incendio, pese a que sus clientes también los quiera generar.

Para cumplir con esto no hay de otra que tener un equipo de alta productividad y que tenga la técnica, como la agilidad de crear metida en lo más hondo de su piel. Cuesta y mucho. Hay lamento. Gente que se frustra. Jefes que exprimen al máximo. Pero si amas el mundo de la creatividad en publicidad, marketing, diseño, etc. bienvenido.

Hay que entender que las partidas no se hagan apagando incendios. Se ganan proponiendo y tomando la iniciativa frente al desafío que se tenga enfrente. Esto requiere sentir la marca que tenemos a cargo y ejercitar el músculo de la creatividad.

Trabajar en modo creatividad en casa, requiere de días, meses o años de trabajar en modo creatividad sobre el tablero. Incluso puede un estado de creatividad en casa nunca se de, pero uno llega a disfrutar de hecho de que los incendios en las agencias se apagan proponiendo más incendio, más fuego, más creatividad.

La idea es trabajar duro y constantemente, crear ideas de manera industrial y medirnos: 30 historias por hora, 60 en dos horas, etc. Aprovechemos el fuego para hacer más fuego. Es el mundo de las agencias y si las amas así, las entiendes, las abrazas, bienvenido, si no, hay otros buenos caminos que puedes seguir, nunca es tarde para ser abogado, contador o médico.


Si te gustó el contenido no dudes en hacerme saber en redes nuevas:TwitterFacebookInstagram y si te queda bien, puedes hablar incluso deLinkedIn, vos decidís.

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