sábado, 22 de dezembro de 2007

Bate-papo com Atendimento Publicitário



Depois de um tempinho sem postar. Voltamos com uma entrevista muito interessante com uma Atendimento Publicitário que conheci aqui nesse blog. Por isso que a blogsfera é uma ferramenta importante, saibam aproveitar. Kátia, desde já, obrigada por ser solícita e simpática. É muito bom, contar com profissionais assim.

Kátia Viola é nossa entrevistada. Ela trabalha como Atendimento há 17 anos. " Dentre as agências em que trabalhei estão McCann-Erickson, J. Walter Thompson, Staff, Aroldo Araujo, Denison Rio, OPM. Hoje integro a equipe da Contemporânea pela segunda vez. Também estive “do outro lado”, como cliente, quando fui gerente de marketing para o Brasil da mineradora sul-africana De Beers. E me dediquei a causas sociais exercendo a gerência de comunicação da ONG Associação Brasileira Terra dos Homens. Exerci entre 2006 e 2007 a Diretoria de Desenvolvimento Profissional do Grupo de Atendimento e Planejamento-RJ. "
CP - Na sua opinião, o que é ser um bom atendimento?
Kátia Viola - Li numa entrevista do Walter Longo, um publicitário que admiro muito, a sua definição a respeito do que é um profissional global. Pois acho que são as mesmas que eu citaria para um bom profissional de Atendimento: intuição feminina, racionalidade masculina, fidelidade canina (aos seus valores intangíveis), independência felina (liberdade de opinião e coragem de expressão) e paciência asinina (capacidade de agüentar pressão).

CP- Uma das críticas que os criativos fazem é que o Atendimento é um garoto de recados (fato comprovado por eles quando o Atendimento volta com alguma peça que não foi aprovada e/ou voltou com alterações). Como você enxerga isso?
Kátia Viola
- Falando em enxergar...acho que isso é “miopia”, isto é, uma certa distorção da realidade. Eu mesma já formulei uma hipótese a respeito: acho que esta distorção se deve àquele chavão que diz que o Atendimento é o Cliente na agência, uma colocação que não faz o menor sentido. Sendo assim, pode ser que o profissional criativo, mesmo inconscientemente, veja o Atendimento como aquele que “tem o poder” porque representa quem “paga a conta”. Mas isso é só uma especulação. Na verdade, procuro fugir das generalizações e dos estereótipos. O que acontece é que há bons profissionais e maus profissionais. Os bons, te garanto, são sempre respeitados.
Independentemente de qualquer coisa, os profissionais modernos acreditam em sinergia, em colaboração. A realidade é que criativos não são de Vênus e Atendimentos não são de Marte. Trabalhamos no mesmo planeta, temos que fazer boa propaganda e obter os melhores resultados. Isso é um negócio, com objetivos que devem ser atingidos. E bola pra frente.

CP - O perfil do profissional de Atendimento já passou por várias fases, mas que postura o mesmo deverá ter?
Kátia Viola - O bom senso é fundamental em Atendimento. A visão de mundo humanista também, pois aguça o espírito crítico, desenvolve conceitos éticos, ajuda a entender e respeitar as pessoas (consumidores, clientes, colegas de trabalho).

CP - Como foi sua trajetória profissional, você desde o início optou pelo Atendimento? Que tipo de dificuldade você teve que superar?
Kátia Viola - Comecei na carreira como Tráfego e foi a melhor coisa que pôde me acontecer, pois ali tive a oportunidade de conhecer bem de perto os processos internos da agência, a relação com fornecedores e com todas as áreas da agência, principalmente as de criação e produção. Daí, como o nosso mercado é cheio de "novidades", houve uma época em que a moda foi eliminar o Tráfego das agências. Resultado: perdi o cargo e ganhei uma oportunidade de ouro, sendo incorporada ao departamento de Atendimento, coisa que eu já queria há algum tempo. E aí a coisa aconteceu. Passei por diversas agências, como J.Walter Thompson, Denison Rio, McCann-Erickson, Staff , entre outras, e agora estou pela segunda vez na equipe da Contemporânea. Quanto às dificuldades a superar, te diria que, ao migrar do mundo interno da agência para lidar com os clientes, foi preciso praticamente "começar de novo". Observei muito e procurei absorver as orientações dos meus superiores da melhor forma. Este período de adaptação gerou algumas inseguranças, claro. Mais tarde, foram novos desafios quando estive do outro lado do balcão, como cliente. Mas foi assim que tive a visão completa do negócio: o ponto de vista interno (da agência), o meio de campo (do Atendimento lidando com o cliente) e o externo, atuando no ambiente de marketing de empresas.

CP - Como é a relação com a criação e com o cliente, você já teve problemas com essas partes ao defender determinado lado?
Kátia Viola
- A relação deve ser sempre colaborativa, como eu disse antes. Problemas podem acontecer, claro. As relações humanas não são simples. Mas, de modo geral, tudo é administrável.

CP - O que eu , como Atendimento, devo buscar para meu currículo?
Kátia Viola
- Procure estar nos lugares certos e com as pessoas certas. Busque oportunidades nas empresas com as quais você se identifica com a filosofia. Inicie sua carreira – e continue nela – ao lado de bons profissionais que te sirvam de exemplo e de mentores. Garanto que seu caminho será muito produtivo.

blog da Kátia : www.atendimentopublicitario.blogspot.com
Quem tiver alguma dúvida, sugestão de entrevista ou tópicos para discussão, fique à vontade para solicitar ao blog. E 2008 vem aí com algumas mudanças no blog, inclusive atualizações constantes.Abraços.

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