Meet Alicia Vidal, editor in chief of Argentinian online media, Sitemarca, specialized in advertising, marketing trends, design & brand's social initiatives. Dive into her expertise, her unique knowledge in advertising mixed with her sociological and esoterical educations, her approach to evaluating campaigns as an Epica juror, and more.
What inspired you to become a journalist and how did you get into the profession?
Curiosity is the main reason, and also a deep passion for communication in all its forms. I have always been motivated to learn and to acquire knowledge. The field of brands seemed to me to be particularly interesting because they are not only a commercial territory but also a substantial part of our culture.
What’s your role at Sitemarca - and what are the latest developments there?
I am the editor of Sitemarca, and thus I lead our key platforms, including the website and social media channels. Each year, I’m particularly excited to cover the Cannes Film Festival because it's like the World Cup of advertising and I like to keep an eye and highlight initiatives centered around sustainability.
What essential qualities and skills do journalists need to thrive in today’s media landscape?
Flexibility and patience are key qualities. It’s important to know that we cannot be at the top of the hill all the time. And always keeping a genuine interest in searching for information.
How d’you stay informed and updated on the latest trends and developments in the creative industry?
Through press releases, social media, international media… I also find inspiration by observing the world around me, whether it's through television, observing the streets, or simply remaining alert to the happenings in the industry.
As a member of the Epica Awards jury, how do you approach evaluating and selecting the best creative work from around the world?
It's a pleasure and honor to be part of the Epica Awards jury. One of the most difficult and stimulating aspects of this role is understanding and interpreting a kind of universal language with messages that go beyond any market. In that sense, I prioritize the impact of creativity and sensitivity, going beyond the specific cultural context of each country presenting a case for analysis.
How important is the relationship between journalism and the creative community, and how can it be further strengthened?
It's good to be in touch with the creative community and to keep an eye on the new generation. Beyond the typical press releases, what undoubtedly strengthens the bond are the 1-on-1 interviews with the creatives. These personal interactions provide another dialogue and allow us to know firsthand the motivations behind the advertising pieces. A unique experience I had was when, in the context of the pandemic, I conducted more than 100 direct interviews with marketing and communication figures.
What are the most memorable campaigns or creative projects you've covered and what made them stand out for you?
I remember the campaign of Coca Cola "Por Todos”, which was done by McCann with the creative work of Martin Mercado, in the middle of a huge crisis in Argentina. Although it was a local campaign, it was present in a huge number of countries because it was very clever and suited to many markets.
What’s the biggest challenge facing the creative industry today – and how might it be addressed?
One of the significant challenges the creative industry faces today is to attract the viewers attention amidst the prevalence of the "skip ad" option. Undoubtedly, advertising faces this challenge, and I think the best way to address it is to achieve the creation of content that is in itself valuable, and where the product is inserted in a plot, which is technically known as Branded Content.
What role do you see journalism playing in promoting and advocating for diversity and inclusion within the creative industry?
In my understanding, it is a matter of giving space and visibility. On Sitemarca, for example, I have a section called “Marca Bien” (“Good Brand”) in which I include all the brand initiatives that are doing something with a positive impact. In fact, they also get special consideration when it comes to having sponsorships on our website.
Who are your role models or mentors in journalism and the creative world? And what’s the best piece of career advice you’ve ever been given?
I appreciate the role of big media such as Advertising Week, Adweek… Locally, I had the privilege of being part of a magazine called Target, which provided a wonderful experience, as did Infobrand. Moreover, I take pride in being the Marketing editor of iProfesional.com.
What distinguishes your approach at Sitemarca?
I'm proud of having created my own media, Sitemarca. I have a very particular style, which is a mix of diverse visions, merging my sociological education with a mystical and esoteric interest. My education as a sociologist allows me to have a macro vision of advertising within the broader social context. And on the other hand, by adding to it my studies in astrology and tarot, I bring a different touch to my coverage. For example, when I did a radio program, I shared the symbolism of a tarot card that allowed for juicy conversations with the interviewees. Both astrology and tarot are symbolic languages, as is the world of brands, so it is extremely fascinating to have that framing where archetype models are played with a lot.
Both astrology and tarot are symbolic languages, as is the world of brands, so it is extremely fascinating to have that framing where archetype models are played with a lot.
