Gaston Soso de Nocaut
The Argentinian creative services agency Nocaut specializes in promoting entertainment content for Latino audiences. With more than 20 years of experience, it has been adapting to changes in the industry, which led it to find, long ago, its current position as an agency.
“We went through important stages, having emerged as an animation and post-production studio, then going through a stage as a content production house to later become what we are today: an external agency that works side by side with the creative departments of large networks implementing a work method that blurs the line between a vendor an internal team, and establishing as our client’s allies,” explained Gastón Soso, partner and Account Director.
Currently, the agency is developing the opening title for season 9 of El Señor de los Cielos of Telemundo Global Studios, assembling the launch campaign for Vuelve a Mí, the new Telemundo series with William Levy premiering in October, producing on-air promos for the Universal+ premium package, and providing creative services for the brand department of Disney Brand Solutions.
MEXICO AND CENTRAL AMERICA
The company is keen on working for the Mexican market. “We believe that it would be a very enriching experience from the cultural point of view and commercially. On the other hand, we understand that certain Central American countries need more attention in some service areas, and we see an opportunity for growth there as well,” he said.
CHALLENGES
For Soso, the challenge is to find content, own and genuine ways of communicating and promoting and reflecting cultural particularities. “We come from a marked time of globalization where, in many aspects, singularities became void and when communication is moving closer to representing plurality and cultural originality in a more diverse and personalized way. There is no doubt the Latin American cultural value today is growing and is going through one of its best moments in terms of recognition in the entertainment world.”
He said linear TV is affected by the constant growth of streaming, but less in Latin American countries than in the US due to the high loyalty and closeness shown by Latin American users. However, he believes Linear TV will eventually find ways and values supporting it as a necessary offer in topics such as sports, news, and reality shows. In addition, ways are being found to create synergies between linear and digital channels to reach an omnichannel ecosystem that opens a broad spectrum of promotion of this content.
He believes that supplying an omnichannel strategy entails a great challenge, as each window has its own aesthetic and narrative language in terms of length, style, audience, and format. This involves constant training and learning about new technologies and the possibilities of each one.
ARTIFICIAL INTELLIGENCE
AI has become an essential tool in the workflow of a creative department or agency, noted Soso. It is also a tool generating some uncertainty since it seems to be improving every day, exceeding its capabilities at a pace that no one expected.
“I think we all share the feeling that AI has evolved faster than we expected, and its impact and effectiveness raise concern in our environment, but at the same time, it improves workflows. We believe that it is essential for any player in the industry to learn about these new tools and use them to improve and innovate work processes. It is interesting to work with it on proposals for clients in short development stages where the search for style for audiovisual pieces is arduous,” he pointed out.
He believes AI will impact all industries in a way not yet measured. “In terms of entertainment, we feel AI will offer the user an impressive ultra-personalization experience. For example, the gaming industry is already developing games with plots created based on the interaction with the user, meaning crafting stories specifically for the gamer, something that probably did not exist before. Advances in AI voice processing and narrative writing will allow a unique experience for each player. We will probably see this dynamic replicated in all kinds of audiovisual content. Without a doubt, it is a game changer that we must follow very closely,” he concluded.
