I gave a lecture, about two weeks ago, in an university in Rio de Janeiro.

The whole week was dedicated to the new horizons for the new professionals and I was invited to talk about what is new in the advertising.

So I took the plane with a flash drive full of cases and a bunch of jokes in the pocket. And there I was, in the auditorium, answering some questions after my speech.

A girl raised her hand, got the microphone and shot:

-       Fabio, do you believe that the new creatives should pay more attention to the journalism and the news coverage?

I become a bit confused and asked her to explain what she was looking for with the question.

-       Well, I don’t know if this is a silly question or not. I am just a freshman here but…I realized that in every case that you showed there is a huge explanation of how the idea was covered by the newspapers, the TV news, the blogs…

The girl was right. I didn’t realized that in every single case that I showed, the agency spent at least half of the time explaining how successful was the spontaneous press coverage, traditional or digital.

For me, it was absolutely normal. But for the eyes of a student who will be in the market in a couple of years it seemed like something new.

Yes, we now are the professionals in charge to create campaign with ideas so strong that can break into the news. The industry always paid us to make people pay attention and to multiply their investment. But now it got more serious.

Thanks for joining the lecture, girl. And welcome to the age of multiplication of views and hits.

- Fabio Seidl