Today’s society lives in the context of an attention economy. The younger generations spend more than 7 hours a day using their cell phones, with a considerable consumption of content (WhatsApp messages, TikTok and Instagram reels, emails, videoconferences, etc.). This makes conventional advertising intrusive because instead of capturing the attention of digital audiences, it is an obstacle to continue viewing the content they really want to access.

With a transdisciplinary vocation, this advanced seminar will explore the keys that top-notch international advertising and communication agencies follow to create quality content that generates engagement and credibility in the audience and captures their attention. Thus, this training activity will cover a range of topics, including understanding the phenomenon of the attention economy, the hyperactive digital nature of today’s content consumers, the phenomenon of influencers and brand ambassadors, and the key aspects of digital narratives and storytelling.

We will also explore the various formats to create branded content that connects emotionally with the audience and builds a brand’s content that positions very well in the algorithms of social media and search engines, which also contributes to the brand’s digital reputation. We will also learn how to responsibly use AI tools to create campaigns, including their content, graphic design, and audiovisual material.

This seminar will have a very relevant practical component, in which students will have to plan the campaign strategy, understand their audiences and stakeholders, learn how to do advertising benchmarking based on other successful examples and create disruptive tactics.